# Turn consumer emotion into product breakthroughs Bring consumers directly into your R&D process as collaborators — and build products they’re already invested in buying. ## Co-creation Highlight AIFinding Co-creators keep asking for resealable, on-the-go packs. +27 pts appeal lift 0.70 greement ### Community favorites Ideas ranked by co-creators - Idea B318 - Idea A241 - Idea D176 - Idea C122 412 co-creators voted Built for innovators. Loved by product teams. Trusted by leading brands. ## Bridge the gap between what consumers say and what they’ll actually buy ### Deeper motivations Qualitative methods uncover the authentic language and emotional drivers behind purchase behavior. ### Fewer expensive misses Partnering with consumers throughout development catches emotional disconnects before they become costly failures. ### Built-in advocacy Co-creators develop real investment in the outcome — and become natural brand ambassadors at launch. ## How Highlight does it ### 01 **Collaborate in real time** Keep an ongoing dialogue with your target audience throughout development — test concepts, gather prototype feedback, and schedule in-depth interviews with individual testers for a deeper dive. ### 02 **Capture rich, multi-dimensional feedback** Customizable surveys, photo and video submissions, and in-the-moment responses give you the depth of understanding confident product decisions need. ### 03 **Mine the creative exercises** Projective exercises — like asking testers to write love letters or break-up letters to a product — reveal organically generated consumer language you can turn into development priorities. ## Unlock better products through customer co-creation - Brands build products customers actually want by involving them in development - Consumers who feel heard become stronger advocates and more loyal buyers - Fast, iterative testing keeps innovation moving and reduces costly missteps - Diverse, representative voices uncover unmet needs competitors miss [Read the case study](/content/blog/customer-co-creation/index.html) ## Getting started is simple 1. **Design your test** Define your objectives, create your survey, and set parameters for your ideal testers. 2. **We ship your products** We handle recruitment and distribution to get your products into the right homes. 3. **See your data instantly** Feedback streams into the platform and becomes actionable insight as it arrives. ## Where co-creation pays off ### Partner before you launch Spot problems and opportunities with consumers before production. ### Co-create winning concepts Shape ideas from the ground up with the people who’ll buy them. ### Find the words that fit Develop packaging and messaging in your consumers’ own language. ### Price with confidence Collaborative pricing exercises reveal the value consumers actually place on your product. ## Common co-creation questions ### What is co-creation? Bringing consumers into product development as active partners, not just feedback providers. Instead of “do you like this?”, you work together through creative exercises, real-world testing, and collaborative sessions from concept to launch. ### Does co-creation actually speed up development? Yes — consumer insights arrive in about 3 weeks instead of months, and you can run multiple tests simultaneously to keep decisions moving. ### How do I know the feedback is reliable? Careful screening accepts about half of applicants and filters out inattentive participants, keeping unreliable data to 1–2% versus roughly 30% with typical methods. ### How is this different from focus groups? Consumers use your products at home over time and stay engaged through development — deeper, more honest feedback than an artificial lab setting produces. ## Build products with your consumers, not for them Connect directly with your target audience at every lifecycle stage — and make products they’d recommend.