A-Ha - How to really move from a cost centre to a knowledge centre

Peter Harris

This article argues that a new model of research is needed, which puts consumers firmly at the centre of a business by involving all members of the marketing and product development teams in continuous conversation with consumers, using online communities.

A-HA: How to really move from a cost centre to a knowledge centre

Peter HarrisColmar Brunton Australia, Australia

THE CHALLENGE

Market and social research will not be truly valued within business until the consumer is firmly at the centre of commercial and government decision-making. The way research is now conducted makes putting the consumer truly at the centre virtually impossible.

A new model is required where all partners of the marketing services and product/programme development team can observe and shape ongoing conversations with consumers by using online communities. As managers of the two-way dialogue with consumers, the market research...

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