Qualitative market research and co-creation complement each other perfectly; they are, however, completely different disciplines that each require very distinctive skills. When applied properly, they may provide very inspiring insights into the hidden desires and motives of the customers. CEO Heiner Junker, certified facilitator Design Thinking and certified facilitator CPS, explains on marktforschung.de, which requirements should be met if one wanted to make the best use of the properties of the two fields for ideation and innovation processes.