There will always be a gap between what a consumer is sharing and how a researcher understands it, according to authors of a recent article in Quirk’s Marketing Research Review.
This disparity is created by a gap in culture, generation or objective knowledge.
These different gaps make it difficult for a researcher to put things in the right perspective.
But consumers can help us out.
By becoming our co-researchers, they complement the researcher’s tasks and help to find more and new insights that would otherwise not have been captured. Customers feel empowered and honored when they are asked to become co-researchers. There are many ways to collaborate with co-researchers throughout the research process, from moderation until reporting.
In this article, the experience of research firm InSites Consulting using co-researchers is illustrated in three case studies from Campbell’s, Air France and KLM, and Philips.
Here is a summary to 3 types of collaboration: