"Consumers want to be engaged with brands more closely and we as marketers must do that,” he says. The challenge, he adds, “lies less in finding passionate consumers than in hiring the right team to lead them. Marketers must be prepared to relinquish creative control rather than steer participants towards favored, often predictable, outcomes."
David Cousino, global category director of Unilever’s consumer marketing insights group. Co-Creation: Not Just Another Focus Group. BusinessWeek.
