Abstract:
Understanding the customer is one of the biggest challenges a marketer faces in his / her daily work life. A thorough understanding of the customer is the basis for a positive interaction. The starting points for the project approach described in this paper were questions that the Volkswagen organisation needed to answer in order to allow for sustainable internal change: Where and how do I, as a marketer, really get the information to understand what kind of needs and wants result from the everyday life of our customers? How can findings be transferred from model development to communications throughout an entire organisation? How can we turn insights into action faster and with better results across organisational functions?
Research Papers
The BMW Group co-creation lab
Catalogue: Innovate 2010: Innovation Detonation
Authors: Philipp Wiegandt, Gregor Jawecki, Volker Bilgram
Companies: HYVE, BMW Group
November 16, 2010
Research Papers
Why are we trying to create new communities for market research purposes?
Catalogue: Online Research 2010: E-Universe
Authors: Charles Pearson, Vicki Kateley
 
October 19, 2010
