Highlights of day 1 at ESOMAR’s Latin America conference 2012; Uncovering Opportunities

Kyle Nel believes that in some cases market research focuses to much on the individual and misses the bigger picture. But how do you measure the bigger picture?

Reineke Reitsma It’s already been four years since my colleague Josh Bernoff published the book Groundswell, in which he discusses how organisations can harness the power of social media. Since then, there have been many heated debates at Forrester about how companies can measure the value that social media brings to their organisation — and [...]

Co-creation provides consumers with the opportunity to engage directly with the brands but what if anything should we be giving back to those consumers?