Comments on: Past, Present & Future of Market Research http://www.dubstudios.com/co-creation/past-present-future-of-market-research/ Market Research Technology for Digital Insight & Innovation I Bulletin Boards Focus Groups, Online Research Communities Sat, 04 Feb 2012 12:15:45 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Katie Harris http://www.dubstudios.com/co-creation/past-present-future-of-market-research/comment-page-1/#comment-1530 Katie Harris Tue, 10 Feb 2009 10:02:21 +0000 http://www.dubstudios.com/2009/02/04/past-present-future-of-market-research/#comment-1530 Hi Stephen Some further thoughts on online communities to add to the discussion; http://zebrabites.com/2009/01/27/using-online-communities-to-gather-insights/ http://zebrabites.com/2009/01/29/manufactured-insights-online-communities-part-2/ Hi Stephen

Some further thoughts on online communities to add to the discussion;

http://zebrabites.com/2009/01/27/using-online-communities-to-gather-insights/

http://zebrabites.com/2009/01/29/manufactured-insights-online-communities-part-2/

]]> By: Jenni Beattie http://www.dubstudios.com/co-creation/past-present-future-of-market-research/comment-page-1/#comment-1529 Jenni Beattie Tue, 10 Feb 2009 09:42:29 +0000 http://www.dubstudios.com/2009/02/04/past-present-future-of-market-research/#comment-1529 Well said Stephen. We use Online Communities in conjunction with online quant surveys and offline focus groups. It is important to view them as part of the solution not the entire solution. Cheers Well said Stephen.
We use Online Communities in conjunction with online quant surveys and offline focus groups. It is important to view them as part of the solution not the entire solution.

Cheers

]]> By: Stephen Cribbett http://www.dubstudios.com/co-creation/past-present-future-of-market-research/comment-page-1/#comment-1528 Stephen Cribbett Fri, 06 Feb 2009 13:06:26 +0000 http://www.dubstudios.com/2009/02/04/past-present-future-of-market-research/#comment-1528 Hi Pat, your point is very valid, and of course there are those that, as you say, jump on the wagon with little or no appreciation of the skills required, and the discreet benefits it can offer over traditional methods. Online research methodologies should be viewed as one of a number of approaches, but very rarely should they be used in isolation. Where online communities go beyond many traditional research methods is there ability to facilitate vibrant, ongoing two-way discussion that can, over time, cover off all manor of issues, thus providing a cost-effective research resource that is on-tap 24-7. Stephen Hi Pat, your point is very valid, and of course there are those that, as you say, jump on the wagon with little or no appreciation of the skills required, and the discreet benefits it can offer over traditional methods. Online research methodologies should be viewed as one of a number of approaches, but very rarely should they be used in isolation.

Where online communities go beyond many traditional research methods is there ability to facilitate vibrant, ongoing two-way discussion that can, over time, cover off all manor of issues, thus providing a cost-effective research resource that is on-tap 24-7.

Stephen

]]> By: Pat Tobin http://www.dubstudios.com/co-creation/past-present-future-of-market-research/comment-page-1/#comment-1527 Pat Tobin Fri, 06 Feb 2009 12:56:45 +0000 http://www.dubstudios.com/2009/02/04/past-present-future-of-market-research/#comment-1527 But are the firms who interested in the use of social media for input just jumping on the latest band wagon? But are the firms who interested in the use of social media for input just jumping on the latest band wagon?

]]> By: Matt Rhodes http://www.dubstudios.com/co-creation/past-present-future-of-market-research/comment-page-1/#comment-1525 Matt Rhodes Wed, 04 Feb 2009 10:30:58 +0000 http://www.dubstudios.com/2009/02/04/past-present-future-of-market-research/#comment-1525 The Forrester research is, obviously, great and a really good way to keep up to date with the research and marketing industries. There is a real push towards using technology and social media across the market research industry - from using it as a sampling technique (with the growth of River sampling in Europe predicted this year) to online research communities. What's most interesting about these developments, as you say, is that they mean that market research conflates with other things - marketing, PR, CRM... This is an obvioud development - for too long market research engagement has been kept away from the brand's core engagement approach. This is a real false split. These developments also present a real challenge for the market research industry. There are many firms now offering to build communities and many of these end up being used for research, without the kind of expertise in research skills or methods you'd get from a research agency. I fear that means brands are being let down. They're often not making the most of their communities from a research perspective because they just don't know how to. The market research industry really has to start responding to this. I go to too many conferences where there is lots of talk but no action. Action please. For the benefit of brands. Matt FreshNetworks The Forrester research is, obviously, great and a really good way to keep up to date with the research and marketing industries.

There is a real push towards using technology and social media across the market research industry – from using it as a sampling technique (with the growth of River sampling in Europe predicted this year) to online research communities.

What’s most interesting about these developments, as you say, is that they mean that market research conflates with other things – marketing, PR, CRM… This is an obvioud development – for too long market research engagement has been kept away from the brand’s core engagement approach. This is a real false split.

These developments also present a real challenge for the market research industry. There are many firms now offering to build communities and many of these end up being used for research, without the kind of expertise in research skills or methods you’d get from a research agency. I fear that means brands are being let down. They’re often not making the most of their communities from a research perspective because they just don’t know how to.

The market research industry really has to start responding to this. I go to too many conferences where there is lots of talk but no action.

Action please. For the benefit of brands.

Matt
FreshNetworks

]]> By: Jenni Beattie http://www.dubstudios.com/co-creation/past-present-future-of-market-research/comment-page-1/#comment-1524 Jenni Beattie Wed, 04 Feb 2009 09:57:46 +0000 http://www.dubstudios.com/2009/02/04/past-present-future-of-market-research/#comment-1524 Thanks for the interesting post. It is encouraging to see Forrester's research in this area. I also agree that private online communities often referred to as mrocs or Market Research Online Communities can garner rich consumer insights. Unlike many online branded communities private communities overcome one of their key failures - lack of clear objectives and good community management (cited in the Tribalization of Business study). Understanding the not only that platforms are changing (ie face to face, CATI, online and now online communities) but research methodologies are also now more fluid spanning both the qualitative and quant side - the end result a more engaged participant and richer insights for the client. Cheers, Thanks for the interesting post.

It is encouraging to see Forrester’s research in this area. I also agree that private online communities often referred to as mrocs or Market Research Online Communities can garner rich consumer insights.

Unlike many online branded communities private communities overcome one of their key failures – lack of clear objectives and good community management (cited in the Tribalization of Business study).

Understanding the not only that platforms are changing (ie face to face, CATI, online and now online communities) but research methodologies are also now more fluid spanning both the qualitative and quant side – the end result a more engaged participant and richer insights for the client.

Cheers,

]]>