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

This paper is intended to show how a set of principles that can more generally be gathered under the macro principle of "co-creativity" can be applied to the process of getting to stronger, deeper and richer insight.

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...

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