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