Co-creation: Get down with the kids

Bryan Urbick

Co-creation is a term that is becoming a new business buzzword. The term is not new but has been popularised by social networking.

Co-creation: Get down with the kids

Bryan UrbickConsumer Knowledge Centre

Kimberly-Clark and Kellogg have found fresh insight about their brands through co-creation tasks with children who are less inhibited, more honest and more imaginative than adults.

For many years, market research specialists have persisted with the creation of qualitative research scenarios that enable close observation of, and discussion about, consumer behaviour.There is little wrong with utilising qualitative methods, since the observation of consumers in one-time occurrence sessions, or indeed all other qualitative contexts, should inevitably lead to a deeper understanding of consumer attitudes and behaviour.

What is often lacking...

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