Co-creation by Commenting: Participatory Ways to Write Quicklook® Reports

The authors examined comments in revisions of 24 Quicklook® reports that were written to provide market feedback to entrepreneurs. Most Quicklook reports underwent a revision cycle, and the number of comments per draft varied considerably. Based on this analysis, commenting was frequently used to provide revision guidance from staff to the assessors who authored the Quicklook reports. The commenting activities focus on the overall objective to deliver strong arguments for an innovation from the market’s perspective. Therefore, the most comments address the Quicklook report’s most important sections: Potential Commercial Markets, Competitors and Benefits, and Potential Benefits. In particular, staff comments addressed co-creation, argumentation, the writing process, and text quality. We conclude by calling for further research into such reports in particular and entrepreneur communication in general.