What happens when community participants start acting like researchers?

As published on Quirk’s in April 2013. There will always be a gap between what a consumer is sharing and how a researcher understands it. This disparity is created by a gap in culture, generation or objective knowledge. These different gaps make it difficult for a researcher to put things in the right perspective. But consumers can help us out. By becoming our co-researchers, they complement the researcher’s tasks and help to find more and new insights that would otherwise not have been captured. Consumers feel empowered and honored when they are asked to become co-researchers. There are many ways to collaborate with coresearchers throughout the research process, from moderation until reporting. Read the full article at the Quirk’s website to find out more on our experience with co-researchers as illustrated in three case studies from Campbell’s, Air France and KLM, and Philips.

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