Ten Companies to Collaborate around Insight

From Research, an interesting concept, including competitors:

' ... Diageo, Johnson & Johnson, Microsoft and Procter & Gamble are among 10 companies taking part in an ambitious project that invites brands to work together on developing new brand and product ideas and new avenues for research through in-depth analysis of existing data.

The Discovery Channel’s Species project, a survey of 12,000 men aged 25 to 39, acts as the information base and through a social media platform developed by research agency Sense, participating companies can gain access to the data, interrogate it, add their own information into the mix and discuss it with others that are taking part ... '