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Sense Worldwide is a London-based
co-creation Co-creation, in the context of a business, refers to a product or service design process in which input from consumers plays a central role from beginning to end. Less specifically, the term is also used for any way in which a business allows c ...
consultancy. In 1999 it started the Sense Network, described as ‘one of the earliest web-based communities’. It was one of the first commercial practitioners of co-creation and Extreme User Research. It has influenced the development of
Nike Nike often refers to: * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment * Nike (mythology), a Greek goddess who personifies victory Nike may also refer to: People * Nike (name), a surname and feminine giv ...
Sportswear and
Habbo Hotel ''Habbo'', also called ''Habbo Hotel'', is a virtual world and massively multiplayer online game. It is owned and operated by Sulake. Founded in 2000, ''Habbo'' has expanded to nine online communities (or "hotels"), with users from more tha ...
among many others. It has received funding from
NESTA Nesta (formerly NESTA, National Endowment for Science, Technology and the Arts) is a British foundation, registered as a charity, which supports innovation. Nesta was originally funded by a £250 million endowment from the UK National Lotter ...
. Nesta named Sense Worldwide alongside
Lego Lego (, ; ; stylised as LEGO) is a line of plastic construction toys manufactured by the Lego Group, a privately held company based in Billund, Denmark. Lego consists of variously coloured interlocking plastic bricks made of acrylonitri ...
and
Google Google LLC (, ) is an American multinational corporation and technology company focusing on online advertising, search engine technology, cloud computing, computer software, quantum computing, e-commerce, consumer electronics, and artificial ...
as one of the 'Open 100' companies that pioneered
open innovation Open innovation is a term used to promote an Information Age mindset toward innovation that runs counter to the secrecy and silo mentality of traditional corporate research labs. The benefits and driving forces behind increased openness have b ...
.


The Sense Network

The Sense Network has 5,000+ members in over 1,000 cities. Membership attracts radical thinkers, extreme users, creative outliers, misfits, rebels and the crazy ones. Chief spin-doctor and strategist for
Tony Blair Sir Anthony Charles Lynton Blair (born 6 May 1953) is a British politician who served as Prime Minister of the United Kingdom from 1997 to 2007 and Leader of the Labour Party (UK), Leader of the Labour Party from 1994 to 2007. He was Leader ...
,
Alastair Campbell Alastair John Campbell (born 25 May 1957) is a British journalist, author, strategist, broadcaster, and activist, who is known for his political roles during Tony Blair's leadership of the Labour Party. Campbell worked as Blair's spokesman an ...
wrote in ''Winners: And How They Succeed'' about Sense Worldwide saying “their approach to innovation is to bring in ‘oddballs, freaks, kids, the marginalised, to find out how they’re thinking”. Sense Worldwide’s innovative approach and how to make a creative leap from analytical thinking to breakthrough thinking was covered in the book ''Dream Teams'' by Shane Snow. Professor Patrick Reinmoeller of Cranfield University and Alessandro Giudici of Cass have written two academic papers about the scientific validity of this approach, titled 'Transforming the Rules of Innovation (A) & (B).


Co-creation

Sense Worldwide has used co-creation in its work from its inception. Its work in this area has caused it to be listed as one of the NESTA Open 100. It has also pioneered the commercial use of extreme user research, building on the Lead User ideas of
MIT The Massachusetts Institute of Technology (MIT) is a private research university in Cambridge, Massachusetts, United States. Established in 1861, MIT has played a significant role in the development of many areas of modern technology and sc ...
's
Eric von Hippel Eric von Hippel (born August 27, 1941) is an American economist and a professor at the MIT Sloan School of Management, specializing in the nature and economics of distributed and open innovation. He is best known for his work in developing the ...
Sense Worldwide introduced co-creation techniques to Nike and continues to work with Nike’s running, sportswear and football businesses. It authored the
Discovery Channel Discovery Channel, known as The Discovery Channel from 1985 to 1995, and often referred to as simply Discovery, is an American cable channel that is best known for its ongoing reality television shows and promotion of pseudoscience. It init ...
report into the lives of young men in Europe,“Market Research Agency of the Year” Marketing Magazine (9 Dec 2009) P23 and it contributes to the
Economist Intelligence Unit The Economist Intelligence Unit (EIU) is the research and analysis division of the Economist Group, providing forecasting and advisory services through research and analysis, such as monthly country reports, five-year country economic forecasts ...
's reports and the
Harvard Business Review ''Harvard Business Review'' (''HBR'') is a general management magazine published by Harvard Business Publishing, a not-for-profit, independent corporation that is an affiliate of Harvard Business School. ''HBR'' is published six times a year ...
Sense Worldwide’s recent rebranding of the
Young Vic The Young Vic Theatre is a performing arts venue located on The Cut, near the South Bank, in the London Borough of Lambeth. The Young Vic was established by Frank Dunlop in 1970. Nadia Fall has been artistic director since 2025, succeeding ...
Theatre in London resulted in the abandonment of its sit-anywhere policy and its new strapline, “It’s a big world in here” In partnership with Sense Worldwide The Sense Network has worked on over 500 projects for large multi-national brands. One example is the creation of General Electric’s Opal Nugget Ice Maker, in which water sommeliers and expert cocktail makers were enlisted to co-create concepts. The
Indiegogo Indiegogo is an American crowdfunding website founded in 2008 by Danae Ringelmann, Slava Rubin, and Eric Schell. Its headquarters are in San Francisco, California. The site is one of the first sites to offer crowd funding. Indiegogo allows peo ...
campaign raised more than $2.7M making it the 9th most backed project on the platform in 2015.


Sense Worldwide in popular culture

No Wax In London in 2003 Sense Worldwide launched the first iPod DJ night with NoWax. There was no DJ. Instead dancers took turns to play floor-filling music in the night club. Resources for the event were open sourced, and NoWax nights have been staged in cities from Derby to Singapore and Tokyo. 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. I Heart MyT-Shirt Building on the success of its I Heart My Chair initiative the Sense Network launched a campaign to find people’s favourite T-shirts.


Notes

{{Reflist * July 2002, Richard Donkin "Give your creativity a chance to run free", ''The Financial Times'', London


External links


Sense Worldwide

The Sense Network

Sense Worldwide Blog

NESTA Open 100
Companies based in the City of Westminster International management consulting firms Branding companies of the United Kingdom Public opinion research companies Market research companies of the United Kingdom