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Deep Insights

Online communities as a new key to insights for market researchers

Successful innovations are not just simply lucky shots. They require hard work and the right kind of inspiration. But how does one find the idea that does not flop after its commercial launch? Online communities provide valuable opportunities to develop new ideas effectively in collaboration with consumers. Our experts Julia Koch, certified facilitator Design Thinking, and Natali Pohlschneider explain this concept in their article in Research & Results. Additionally, they illustrate why online communities may also provide ideal conditions for co-creation processes.