Co-creating insights Online: Putting the customer at the heart of your business

If we accept then that the consumer world researchers operate in is changing again, how should the industry respond? Is it simply about using new web 2.0 tools to do research in the same way? Or does it require a more fundamental shift in the way researchers see the world; their role and the role consumers can play within it?

Do we genuinely accept, for example, that consumers can play a much greater role in the way insights are uncovered and ideas are formed? And if so, then what should we be doing to embrace this and how should we do it?
We (Andrew Needham & Philip Mcnaughton - FaceGroup) have pulled together our own thoughts to help researchers and brands develop new methodologies to answer these questions and embark on this important journey. An important first step was the commitment we made to building our own collaboration communities, namely Headbox (for young people) and Mindbubble (for women) based on some of the principles already outlined in this paper (click here to have full access to the whitepaper FaceGroup presented at Esomar Worldwide Congress).

According to Andrew Needham and Philip Mcnaughton, the five most important principles and those that are key to finding a new way of working with people in a research context are as follows:

1. Take a consumer-centric approach to finding the right people to work with on projects.
2. Step back as researchers – see your role more as facilitators and observers.
3. Enable research participants to interact both freely with one another and directly with clients.
4. Build projects that allow researchers and brands to develop a continuous relationship with participants.
5. Encourage an open source mentality within your company.

Click here to have full access to the whitepaper FaceGroup presented at Esomar Worldwide Congress 2009.
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Case Study - Co-Creating a New Product for Sure from Face Group on Vimeo.

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