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

Andrew Needham and Philip McNaughton

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

INTRODUCTION

At the 58th annual ESOMAR Congress, Graeme Trayner1accused the research industry of a failure to adapt and...

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