Abstract:

Consumer Insights are the most important factors associated with effective product development. Qualitative research methods are well suited to understand the consumer, most importantly needs, dreams, desires and the feelings and provides the inspiration to drive marketers to develop relevant products. This paper explains a new approach to qualitative online research, where consumers and clients come together in a co-creation process. A total of 4 dimensions of co-creation between clients, agencies and consumers will be shown. The foundation of this study is a recent collaborative project conducted by Mot Hennessy and Dialego: Understanding cocktail drinking in France.