This, she (Anne Mulcahy, former CEO of Xerox) believes, is the challenge for our industry: it’s not simply enough to provide these hard facts,
but what do you do with them?
In his new book, Jonathon Fields praises the use of creating your own co-creation community. However, Fields does warn against relying too heavily on the “co-creation crutch”
when embarking on the quest to create something new:
This was my first time attending a market research event. I have attended and presented at several academic conferences, but this would
be the first time I would listen and learn on how major corporations did research.
