Unlike focus groups that merely offer feedback, co-creation allows consumers to participate in concept development from the ground up. Unilever utilized the process to generate ideas for its Axe line of men's products, asking 16 young men and women for fragrance suggestions. "Sometimes it takes someone who isn't as close to the category of business to break those filters away and show what they think is interesting," said David Cousino of the company's consumer marketing insights group.

Full Story:

Related Summaries