Co-creation research methodolies from Universal McCann
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Co-creation research methodolies from Universal McCann

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This is an article from Cate Connolly insights manager at Universal McCann discussing the changing landscape in media and the need for new research techniques. UM has addressed this by working with ...

This is an article from Cate Connolly insights manager at Universal McCann discussing the changing landscape in media and the need for new research techniques. UM has addressed this by working with Ideaspace to create 'ImMEDIAte Futures' a bespoke cocreation research method that combines creative workshops with ethnography.

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Co-creation research methodolies from Universal McCann Co-creation research methodolies from Universal McCann Document Transcript

  • focusthemediamix Communications planning in the 21st century How a new approach enables media researchers to involve consumers in forward- looking media and product thinking. Cate Connolly, Universal McCann, explains T HE DIGITAL REVOLUTION has technology that empowers the consumer. Catalyst not just arrived, it has well and truly During an average week, a typical fre- Social media have in essence become the settled in. Traditional communica- quent internet user is now more likely to catalyst for a consumer metamorphosis tions channels have mutated, fragmented be found instant messaging or watching that has resulted in a seismic shift in and diversified to create a spectrum of online videos than travelling on their power. A new type of consumer has media experiences that give consumers local bus (1). emerged: one that holds sophisticated unparal