Presentation on theme: "Environmentally sustainable research John Griffiths www.planningaboveandbeyond.com."— Presentation transcript:
Environmentally sustainable research John Griffiths
Moderators heading back to the agency Omnibus survey the way we practice research is unsustainable
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
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
isnt 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
Ill answer your questions… If youll answer my questions in return
people often participate in order to engage with other people even if theyd 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 Expect cash to decline in importance as a way to incentivise participation They want something others dont have access to
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 Share holders Employees Prospects Customers Opinion Leaders Stakeholder panel Continuous Interactive What ifs Affordable Fast response Qual subtlety Quant significance the new workhorse
Many respondents will welcome it Because they value a greater degree of involvement New role as Participant Co- creator Content generator Insight hunter
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
Whats the alternative? More slash and burn transactional artificial representative adult to child No going back..