The Insights on Demand Consortium, which is comprised of individuals and companies from the market research, advertising, technology and consumer packaged goods industries, aims to promote the concept and adoption of ‘insights on demand’ – making consumer insights accessible to a broader base of individuals outside of market research.

Frédéric Charles Petit, chief executive of ITWP and founding Insights on Demand Consortium member, said: “Our mission with this consortium isn’t to change market research per se, but instead to advance a new way of thinking when it comes to understanding consumers. The concept of insights on demand transcends market research and is something much bigger that makes real-time consumer insights accessible to a much broader scope of individuals outside of traditional researchers.”

Referencing how Airbnb changed the way in which people travel and stay overnight, Petit said the consortium aims to  “change the way businesses access consumer insights within today’s on-demand economy.”

Founding members include Procter & Gamble, L’Oreal, Nestlé, Nature’s Way, W2O, AKQA, Simmons Research, Toluna and Harris Interactive.

The group’s members will initially focus on providing thought leadership and participating in regular discussions.