Co-creating insights - putting the customer at the heart of your business

This article argues that research, like other parts of industry, needs to embrace `co-creation’, i.e.

Co-creating insights – putting the customer at the heart of your business

Andrew Needham and Philip McNaughtonFace, United Kingdom


At the 58th annual ESOMAR Congress, Graeme Trayner1 accused the research industry of a failure to adapt and change with the times. He said “smart organisations across different sectors are seeing the benefits of giving up control and benefiting from people's creativity – but the market research industry has largely yet to make the leap into the world of open source”.

This failing has as much to do with process as to do...

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