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Global Market Research 2011
Global Market research 2011 is the 23rd annual industry study undertaken by ESOMAR. Providing a comprehensive and authoritive view on the state of the market. Available now in the Publications Store
The power of co-creation
How the changing role of the consumer impacts market research
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Author(s): Richard Gehling Collection: Congress 2008 - Frontiers Keywords: Co-Creation /Open Source Innovation  ESOMAR Congress 2008 Award Nominee - Best Methodological Paper |
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| EUR 15.00 Members: EUR 12.00 |  |
The modern consumer makes more informed decisions and thus challenges the traditional top-down pattern of marketing communications and strategy. However instead of “doing it alone” why not “playing well” with the knowledgeable and active consumer? Via a case study the presentation introduces “Super Group™ – a powerful innovation tool which allows companies and marketing teams the co-creation of value through direct and creative cooperation with consumers. It is fun, but hard work too!
Date of publication: 26.09.2008
ISBN: 92-831-0224-X
Order Code: CON08
Number of pages: 12
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This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
For further information about publications contact ESOMAR Customer Service:
publications@esomar.org
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