Co-creation market research

Co-creation market research is a methodology which involves a discussion between a brand, company or organisation and stakeholders within it, and that organisations customers or clients.

Co-creation takes in to account a new vision of markets as a shared space between customers and brands, where each is open to review the motives, capabilities and success of the other – in terms of designing a product, marketing it and generating positive feedback from a company or business point of view, and in terms of a customer's ability to pay for that service, the reasons why they might be motivated to choose one brand or product over another, and any wider issues within that market that have a role to play – such as legislation for example.

One of the key benefits of co-creation is the personalisation of experience for consumers, and the potential for on-going loyalty and thus long-term revenue for the business. Co-creation often results in products which are customisable for individual consumers (or more likely individual groups of consumers). A good example of this is the iPod, created by Apple. An iPod moves away from the solely product-focused creations of Walkmans for instance, and instead allows buyers to create their own, totally unique, bank of sounds on a device which is at the same time both totally personal and almost ubiquitous in the modern developed world.

Although this idea of co-creation moves away somewhat from the market research application, it is a good analogy – the company and the customer work together to create a product which fulfils the goals of both parties.

Why partner with DJS Research?

We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.