Co-creating insights – putting the customer at the heart of your business
Andrew Needham and Philip McNaughtonFace, United Kingdom
INTRODUCTION
At the 58th annual ESOMAR Congress, Graeme Trayner1 accused the research industry of a failure to adapt and change with the times. He said “smart organisations across different sectors are seeing the benefits of giving up control and benefiting from people's creativity – but the market research industry has largely yet to make the leap into the world of open source”.
This failing has as much to do with process as to do...