Dear research buyers: How much time do you spend on each project to write the brief, read proposals, pick a supplier and get them up to speed on your business issues? Don't know or don't even want to think about it? In the Weihenstephan Research Platform, six agencies collaborate with each other and the client team, redefining the usual market research relationships and work-flows. Together, they interact with a branded consumer community in a 'House of Research' to conduct innovative studies and co-creation projects. This new mindset requires a shared ambition to exchange ideas, as well as the courage to collaborate in a normally competitive environment. Exciting new opportunities arise to consult, communicate, and combine traditional and experimental research.