Welcome to the House of Research: Achieving New Insights and Better Brand Knowledge Through Courageous Ways of Collaboration in What is Usually a Competitive Environment

Thomas Methner and Dirk Frank

Dear research buyers: How much time do you spend on each project to write the brief, read proposals, pick a supplier and get them up to speed on your business issues? Don't know or don't even want to think about it? In the Weihenstephan Research Platform, six agencies collaborate with each other and the client team, redefining the usual market research relationships and work-flows.

Welcome to the House of Research: Achieving New Insights and Better Brand Knowledge Through Courageous Ways of Collaboration in What is Usually a Competitive Environment

Thomas Methner

Dirk Frank

INTRODUCTION

The following paper describes a challenging and exciting journey, an on-going transformation process which began with the usual client-agency model between Weihenstephan and a number of specialised full-service agencies that engaged in pre-defined parts of the research process as preferred suppliers. Now, in the Weihenstephan Research Platform, six agencies collaborate with each other and the client team, redefining the usual market research relationships and work-flows. Together, they interact with a...

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