A clean future. The future of cleaning, consumer insight and the process of co-researching

Naama Forsrup, Eva Glantz and Anna Karin Trydegård

In order to bring consumer insights into the organisation and create involvement there is a need to move away from the notion that consumer insight is, and should be something that only interests consumer insights managers and researchers.

A Clean Future

The future of cleaning, consumer insight and the process of co-researching

Naama ForsrupIpsos Eureka, Sweden

Anna Karin TrydegårdElectrolux Floor Care and Light Appliances AB, Europe, Sweden

Eva GlantzIpsos Eureka, Sweden

INTRODUCTION

There is a growing awareness of the need for better cooperation between researchers and clients where the roles of both clients and researchers are examined. There is also a need to develop a more holistic approach towards understanding consumers and clients (Gordon 1998, Wable et al 2001). The difficulties in achieving these goals have often resided in the gap between needs and reality...

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