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Global Market Resarch 2012 is the 24th annual industry study undertaken by ESOMAR, providing a comprehensive and authoritative view on the state of the market.
|Author(s): Marta Hoffmann, Genoveva Florovits, István Kozári
Collection: Innovate 2008
Keywords: Co-Creation /Open Source Innovation , Innovation
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Our study describes and gives insights about a consumer-driven consumer touchpoint development: the network of favours, and helps to understand why it is important to use innovative techniques to drive innovation. The study is based on a real case, conducted in 2007. It is a relevant example of developing a completely new platform bespoken to the target audience, using an innovative consumer-driven methodology.