3.Consumers wantto help brandsAbout 8 out of 10 consumers want to help brands. People arewilling to send mails with feedback, use forms on the website orjoin social media to collaborate with a brand.In the first place, people want to help with the improvement ofexisting products. A smaller group is interested in brainstormingabout new products and the smallest group wants to help with thecreation of advertising.A remarkable conclusion, consumers prefer a market researchcommunity to collaborate with a brand. When consumers help abrand, they want to have impact on that brand. They feel that theimpact will be higher through a research community.