Conversation and Open Innovation
Marketing Daily reports on how one company transformed its maketing through open innovation: For years, marketers have looked to desk-based market research, telephone research or focus groups to find patterns, themes, hot and cold topics onto which they can adapt their messages, branding and offers, in order to drive business forwards. With Open Innovation, we instead get so much more insight than with any other method; every day, in every language and on a broad range of topics. Most of these insights will be unprompted and unplanned, and therefore surprisingly valuable.
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