We see all qualitative research as developmental. Any idea should leave the process stronger than when it went in. However, co-creation goes further – qualitative becomes part of the creative process.

Co-creation is about breaking down barriers and smashing through that viewing facility mirror. Consumers work alongside marketing, communication and innovation professionals. All with sleeves rolled up – different perspectives, common purpose.

True co-creation calls for a different kind of moderation, a different type of recruitment, a greater emphasis on environment and a different relationship between all involved.

In co-creation work, the whole is always greater than the sum of its parts. 

To find out more, contact Peter Totman or Sue van Meeteren