Learning from those who “do” is the best way to truly understand the practical side of research. Throughout the year ESOMAR runs an extensive calendar of workshops aimed at aiding in the development of practical research skills.

All workshops are taught by a workshop leader with extensive knowledge in his or her field and will provide you with an opportunity to train with some of the industry’s leading specialist in the areas.

Additional to the workshops, every summer ESOMAR runs The Summer Academy. Consisting of 3 days of workshops and a 1 day seminar focusing on specific themes and aiming to provide attendees with a comprehensive overview of specific methods and techniques.

From Co-Creation to Structural Collaboration
How Online Customer Communities Reshape Business
Amsterdam / 06 November 2012

In combination with Qualitative 2012

Workshop overview

In this workshop you will get to know everything about the success factors for ‘structural collaboration’ with consumers. When we talk about structural collaboration we mean the integration of the voice of the customer in all decision-making flows of your company. In most companies, customers are only allowed to give feedback at the very end of a decision making flow through traditional market research. This workshop gives insights into how to involve the customer in every single phase of the decision making flow on an ongoing basis including:

  • An inspirational view on structural collaboration between your company and the market, based on interviews with senior executives of (global) brands from different industries.
  • Main reasons why your company should be serious about structural collaboration with customers.
  • A clear overview of what will be key, in order to succeed with structural collaboration.
  • An overview of some organisational measures your company will need to take when moving from one-off co-creation to structural collaboration.

‘Market Research Online Communities’ (MROCs) are key in a company’s toolbox in order to reach ‘structural collaboration’. In the workshop we will elaborate on what’s next for MROCs in terms of new tools and new possibilities. We will pay special attention to how to really engage with consumers, how to report results in an impactful way and how to embed this voice of the customer within all departments of the organisation. In other words, how to give consumers a seat on the board of your company. We will also argue that there are marketing leverage effects to running consumer communities, as will be illustrated by a multitude of client cases.



Workshop leaders


Early Bird rate (until 7 September 2012)
1 Workshop EUR 665 EUR 855
2 Workshops EUR 950 EUR 1330
Standard rate (8 September 2012 - 19 October 2012)
1 Workshop EUR 760 EUR 950
2 Workshops EUR 1140 EUR 1520
Late rate (20 October 2012 - 5 November 2012; includes on-site registration)
Online registration open until 5 November 2012,
16:00 GMT. On-site registration is possible.
1 Workshop EUR 760 EUR 950
2 Workshops EUR 1140 EUR 1520

Cancellation Policy

If you are unable to attend, a substitute may attend in your place. Please note, however, that the status of the replacement delegate (member/non-member) may affect the original fee charged. Cancellations must be received by ESOMAR in writing or you will be considered a No Show (no refund given). All refund claims must be received within 5 working days after the event has been held. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.

The following charges will apply:

Until 7 September 2012 No charge.
Full refund given
After 7 September 2012 Cancellation charge:
EUR 200

Cancellation fee can only be waived upon receipt of visa refusal document.

ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.