Published on February 18, 2014
Environmentally sustainable research John Griffiths www.planningaboveandbeyond.com
Moderators heading back to the agency the way we practice research is unsustainable Omnibus survey
we’ve either talked to just about everybody or we’re talking to the same people…. over and over and over again You decide research industry Incompetent or Mendacious?
clients are voicing their disquiet about the research quality methodology sample selection analysis & interpretation communication of findings
technology also enables intimacy – so why are we fixated on security? Respondent history Respondent validation
isn’t it time we chose real over representative relationships?
continuity of relationship instead of dicing and slicing market segments longitude vs latitude
yielding control to those whose quality of contribution is central I think this bit is important - shall I switch the recorder on?
why respondents participate Psst its not about money
In the 1990s organisations flattened
Now organisations are opening out stakeholder consultations joint venture partnerships virtual teams contractors homeworking/hotdesking
I’ll answer your questions… If you’ll answer my questions in return
people often participate in order to engage with other people even if they’d rather talk to each other their contribution is just as valid
content is the emerging incentive Direct access Expertise Product testing Multimedia participation Equipped to provide feedback Other relevant content via the web They want something others don’t have access to Expect cash to decline in importance as a way to incentivise participation
researchers will have to change their role.. no longer deciding who gets in and whose opinions are worth conveying to the boss
more like party hosts or social entrepreneurs whose intervention makes rich communication happen
Clients will love it Stakeholder panel Share holders Employees Opinion Leaders the new workhorse Customers Prospects • Continuous • Interactive • What ifs • Affordable •Fast response • Qual subtlety • Quant significance
Many respondents will welcome it New role as Participant Co- creator Content generator Insight hunter Because they value a greater degree of involvement
It will be a painful transition for researchers Dinosaur 1.0 Research 1.0 Dinosaur 2.0 Research 2.0 Ad hoc quant and qual research will become narrower & more specialised
What’s the alternative? More slash and burn • transactional • artificial • representative • adult to child No going back..
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