Co-Creating Insights: Challenging the way we get to insights by adopting a more collaborative approach to research

Philip McNaughton

Beth Corte-Real
Great Britain and Ireland, Coca-Cola

Many brands boast of being a customer driven organisation, but this has often meant little more than attending a few customer immersion sessions and testing ideas in focus groups and in surveys.

This paper will demonstrate how approaching consumer research in a fundamentally different and more collaborative way can deliver better insights.


To begin with – a confession. We don't believe in the concept of co-creating insights. We don't believe in the concept because of the implication that insights can be 'created' rather than uncovered. Insights can be dug up, discovered, stumbled upon, but they ARE NOT created. They can be crafted, shaped, honed to create impact or drive a creative brief BUT they are not in themselves created.