Just facilitated a session yesterday with a major soup brand where we placed a group of creative thinkers from our panel in the same room as the client. In this process the client works in a co-creating way with consumers rather than hiding behind a two-way mirror.
Why is it that marketing people are so scared of talking to their consumers directly? Why do you need someone to act as an intermediary between you and your customers? In our process, the client and the consumer work hand in hand as they create new ideas and solutions to problems. It is more fun, insightful and productive.
It is also a very process to have your ideas approved. There is nothing more exciting for somone to say that was my idea when they are reviewing the outcomes of the session.
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