Sense Worldwide
| Private | |
| Industry | Strategy Consulting |
| Founded | London, United Kingdom 1999 |
Key people | Jeremy Brown, CEO |
| Website | www.senseworldwide.com |
Sense Worldwide is a London based co-creation consultancy. In 1999 it started the Sense Network, described as ‘one of the earliest web-based communities’.[1] It was one of the first commercial practitioners of co-creation [2] and Extreme User Research.[3] It has influenced the development of Nike Sportswear [4] and Habbo Hotel among many others.[5] It has received funding from NESTA. Nesta named Sense Worldwide alongside Lego and Google as one of the 'Open 100' companies that pioneered open innovation.[6]
Co-creation
Sense Worldwide has used co-creation in its work from its inception.[7] Its work in this area has caused it to be listed as one of the NESTA Open 100.[8] It has also pioneered the commercial use of extreme user research, building on the Lead User ideas of MIT's Eric von Hippel[9]
Sense Worldwide introduced co-creation techniques to Nike and continues to work with Nike’s running, sportswear and football businesses.[10] It authored the Discovery Channel report into the lives of young men in Europe.,[11] and it contributes to the Economist Intelligence Unit's reports [12] and the Harvard Business Review[13]
SWW’s recent rebranding of the Young Vic Theatre in London resulted in the abandonment of its sit-anywhere policy and its new strapline, “It’s a big world in here” [14]
Sense Worldwide in popular culture
No Wax
In London in 2003 Sense Worldwide launched the first iPod DJ night with NoWax.[15] There was no DJ. Instead dancers took turns to play floor-filling music in the night club.[16] Resources for the event were open sourced, and NoWax nights have been staged in cities from Derby to Singapore and Tokyo.[17]
I Heart My Chair
In 2007 the Sense Network was asked to photograph and write about their favourite place to sit. The resulting book, I Heart my Chair, was widely distributed.[18]
Notes
- ↑ Richard Donkin The Future of Work 2010 pp125-126
- ↑ http://blogs.hbr.org/cs/2011/02/co-creation.html
- ↑ http://www.fastcodesign.com/1669452/want-breakthrough-ideas-first-listen-to-the-freaks-and-geeks
- ↑ http://vimeo.com/5606365 interview with Nike
- ↑ Marketing Magazine Agency of the Year 2009 P 23
- ↑ http://www.openbusiness.cc/2010/01/06/sense-worldwide/
- ↑ http://blogs.hbr.org/cs/2011/02/co-creation.html
- ↑ http://www.openbusiness.cc/2010/01/06/sense-worldwide/
- ↑ http://www.fastcodesign.com/1669452/want-breakthrough-ideas-first-listen-to-the-freaks-and-geeks
- ↑ Nike interview http://vimeo.com/5606365
- ↑ “Market Research Agency of the Year” Marketing Magazine (9 Dec 2009) P23
- ↑ http://www.businessresearch.eiu.com/service-2020.html
- ↑ http://blogs.hbr.org/cs/2011/02/co-creation.html
- ↑ “Market Research Agency of the Year” Marketing Magazine (9 Dec 2009) P23
- ↑ http://www.bbc.co.uk/derby/content/articles/2004/08/13/music_2004_no_wax_feature.shtml
- ↑ http://www.citylife.co.uk/news_and_reviews/news/6180_manchester_clubbing_joins_ipod_revolution
- ↑ http://news.bbc.co.uk/1/hi/entertainment/4696191.stm
- ↑ http://www.businessweek.com/innovate/next/archives/2007/05/i_heart_my_chair.html
The Financial Times July 2002, Richard Donkin "Give your creativity a chance to run free", London
External links
The Sense Network 2
Sense Worldwide Blog 3