The succes of a cocreation project depends on a wide variety of factors, the incentivation of your community members not being the least important one. We’ve seen many different approaches worldwide, ranging from rewards in hard cash to the more implicit remuneration in the form of awards and public honor.

Motivations of audiences may differ per project or purpose. We found in our projects that community members are delighted by us adressing what interests them most: an in-depth discussion and follow-up on the ideas and experiences they shared. Merely sending out gifts did not do the trick, it once even backfired. The gifts were seen as a business transaction, a cold reward that did not do justice to the personal and intimate dialogue people experienced during the course of the project. The disregard for the relationship that had grown was felt as a profound disappointment.

Many participants put lots of time and effort into a project, devoting their best ideas and experiences to the better cause. The best cause is never a prize or a gift. It is about being able to really contribute to a solution that is relevant to you. About discussing and experimenting with peers and experts.

It really is about Maslow’s pyramid and its highest hierarchical tier, the drive for self-actualisation and the aknowledgement of your talents. About seeing your views and beliefs result in meaningful new products, services or experiences.

The many organisations that still believe consumers to be exclusively motivated by monetary incentives are guilty of a Pavlov reaction that’s hard to exterminate. Consumers will not line up to participate in your project simply because you shake your purse.

Cocreation is about Maslow, providing an exciting, relevant experience while nurturing true dialogue. By rewarding your audience with honest attention and a clear path to results.

Pavlov was about dogs, Maslow is about people.