Abstract:

This paper will tell the story of co-research as it is seen through the eyes of the client and researcher. We will show how Electrolux Floor Care Europe and Ipsos-Eureka work systematically and strategically with Consumer Insight within the product development process of Electrolux. Secondly, the paper will illustrate how co-researching process contributes to joint ownership of insights and therefore helps integrating the consumer faster throughout the organization. Thirdly the paper will bring to life the voice of the participating clients- the project group within Electrolux.