Different people come with a different set of unique skills and competences. Research has shown that out of every 100 people, 90 merely consume content, 9 will like, share or react to what is created, and only 1 will actually create something. And this is no different for consumers.
Great power lies in involving a diverse set of people when rallying around business challenges. Consumer collaboration leverages this diverseness, as it allows to tap into a wide variety of competences and skills, some of which might not be available inside an organization.
This bookzine illustrates how to get the most out of such collaboration initiatives, by involving the right consumer for the right task. Still too often, collaboration initiatives are limited to asking consumers for the occasional feedback. To become truly consumer-centric, brands need to shift from simply listening to consumers, to collaborating with consumers. It’s about embracing the power of the 90, the 9 and the 1.
Sustainability is a key concern amongst consumers, and this has only increased with the COVID-19 pandemic. This bookzine highlights some of the key barriers amongst consumers as well as their expectations towards brands, through proprietary research, expert interviews with sustainability executives from several industries, and brand illustrations.
Online Insight Communities
Posted on September 28, 2021 - 1 min read
Research communities, online discussions boards, bulletin boards, insight ecosystems… what’s in a name. In this bookzine, we bring clarity by defining four different community types, each linked to a concrete research need, illustrated with best practices.
The power is in the mix
Posted on May 12, 2021 - 1 min read
Human behavior is a complex interplay between actions, cognition and emotions. In this bookzine, we showcase how to choose the right blend of ‘think’, ‘feel’, ‘do’ and ‘make’ research activities for the right business challenge.