Co-Creating Insights: Challenging the way we get to insights by adopting a more collaborative approach to research

Philip McNaughton and Beth Corte-Real

This paper is intended to show how a set of principles that can more generally be gathered under the macro principle of "co-creativity" can be applied to the process of getting to stronger, deeper and richer insight.

Co-Creating Insights: Challenging the way we get to insights by adopting a more collaborative approach to research

Philip McNaughtonFace

Beth Corte-RealGreat Britain and Ireland, Coca-Cola

Many brands boast of being a customer driven organisation, but this...

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