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 branded consumer community and with each other in a House of Research conducting all market research including innovation studies and co-creation projects. This new mindset requires a shared ambition to exchange ideas as well as the courage to collaborate in a normally competitive environment. Exciting new opportunities arise to consult, communicate, and combine traditional and experimental research.

THE PREVIOUS STATUS QUO – AN UNCONNECTED CONGLOMERATION OF RESEARCH HUTS