Co-Creating Insights: Challenging the way we get to insights by adopting a more collaborative approach to research
Philip McNaughtonFace
Beth Corte-RealGreat 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.
INTRODUCTION – A CONFESSION
To begin with – a confession. We don't believe in the concept of co-creating insights. We don't...