As published in MarketingTribune on June 4, 2013. Companies usually try their very best to keep their market research results a secret to the outside world. We use sophisticated and careful procedures to minimise the risk of leaking stimuli or conclusions to possible competitors, the media or other parties – kindly referred to as ‘danger occupations’. ISO-certified agencies have strict guidelines concerning the management of data and reports. Of course this is all perfectly understandable: the launch of a successful new product, service or campaign is often preceded by years of preliminary studies and testing.
Co-creation is hot. In recent years, the world has been witness to a whole host of successful co-creation cases. Doritos allowed its fans to develop an advert to be shown during the Super Bowl; Lay’s Crisps asked its customers to help choose a new flavour; and snack manufacturer Mora produced a new croquette in collaboration with its consumers.
We’re proud to present a new InSites Consulting book, The Consumer Consulting Board: Consumers shaping your business. In short, this book brings together 5 years of research by InSites Consulting on structural consumer collaboration, illustrated with research community cases of major global brands such as Heinz, Vodafone, Air France and KLM, Heineken, IKEA, Unilever and many more. At InSites Consulting, we have a tradition of sharing our knowledge with the world through publications and conference talks around the globe, this book gathers our findings and wide global experience on research communities to share with the world.