When community members take over

When community members take over

3 ways how community members become co-researchers. There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbell’s, Air France and KLM and Philips.

Request your download

Read more on our blog

Does co-creation lead to brand preference?

Friday 13th of December 2013 may be perceived as a day loaded with superstition. However on this day doctorial students,…

Love at first sight? Speed dating with your consumers

Last friday was a special day. Let me tell you why… That was the day we met some of our…

Engage, Inspire, Act

Great companies understand the importance of consumer and market insights when it comes to outperforming the rest. Superiority in learning…