The power of co-creation – how the changing role of the consumer impacts market research

Richard Gehling

Consumers are confronted with an ever-increasing amount of products and services, but this complexity seems to generate more confusion than happiness.

The power of co-creation – how the changing role of the consumer impacts market research

Richard GehlingResearch International, Germany

INTRODUCTION

The paradox of the 21stcentury economy goes like this: On the one hand, consumers are confronted with...

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