Abstract:

What does this massive change regarding innovation paradigm and the role of the consumer mean for market research? this year’s congress theme is “frontiers” and the purpose of the following case study is to demonstrate that contemporary market research needs to go beyond the frontiers of data and knowledge generation. next to this core business, it will become increasingly important for market research agencies to offer services in the area of “co-creation.” the presented case study shows in an exemplary way how these new services might be structured and applied to the needs of clients and companies faced with the paradox of the 21st century.