The article discusses co-creation of advertising, NPD etc., and questions the belief that co-creation is the only way for researchers to work with consumers and that direct experience with consumers – often unmediated by a researcher – is superior to traditional research methods.
Co-Creation: The Source of all Wisdom – or the Blind leading the Blind?
Dr Sheila KeeganCampbell Keegan
INTRODUCTION
This paper grew out of mild irritation at the faddish and ubiquitous use of the term co-creationapplied to any activity labelled 'research'...
