Research 2.0... your thoughts?

Now that all five events are over, we'd like to know what you thought...

How did you find the sessions?

Are you currently using web 2.0 applications in your business?

Have your research projects included 'research 2.0' methods in the past? Have you noticed any benefits? What were they?

Are you now thinking up great ideas on how a web 2.0 application used with research may help deliver insight to your business?

We'd love to keep this discussion going and hear your perspective...

A moment in time

I hope that the presentations in the five cities demonstrated what a web 2.0 world might look like in the future and helped our understanding and critique of some of the trends we see in today's world. Hopefully you can relate this to your own particular world.



The roadmap presented should provide a measure of future proofing in marketing terms through leveraging the products of collaboration, community and co-creation.



I have very much enjoyed presenting and it really was an honour. I look forward to continuing the conversation.

Research and Platforms

Today we presented in Perth. Always a wonderful venue. Thank you to everyone for making this a great event. I hope that it lived up to billing.

This entry relates to platforms and research effects. Ok Jon. What are you talking about this time?

The evolution of an electricity grid gave way to Punch Cards. A certain company called International Business Machines built their core business from this.

The evolution of telephones gave rise to CATI.

The evolution of early internet - dial up and ADSL gave way to on-line survey forms.

And the evolution of broadband is giving way now to a new platform - the internet as a way to deliver opportunities for participation and co-creation.

Brisbane

Hello everyone from Brisbane,

The Web 2.0 Sixth Sense Series is going well although I have to admit that the travel is starting to take its toll! I have really enjoyed the sessions and I hope that we have been true to our words. Thank you for the feedback so far.

The question today came up about IP protection. Let's think about that a minute....

Normal rules apply. If something is red hot then we must think twice about researching it in the public (community co-creation) arena. However, now we have to play with the idea that panelists (maybe Future Shapers) could create good ideas....Who owns the idea(s) then? This comes down to recruitment and opt-in at the start of the process. Harvesting the value to all with the right people could generate create business impact ideas - it's how we place the Governance at the start the ring fences those ideas.

Jon

Where did it come from?

Firstly I would like to thank our valued clients and guests from Canberra this morning. The session went very well I hope and we lived up to our promise of there being one or two things to take away and take forward. I should also thank the TNS Canberra team who always make me feel welcome.

Where did all of this come from? And how does that relate to research? Some commentators refer to a third economic wave which is internet related. The internet will become a general purpose technology which we can (and already are) starting to harness to do life's work, in much the same way that electricity was in the late 1800's. So Edison becomes Berners-Lee (or O'Reilly as some people might say). This will lead to spatial changes and variations in the rhythm of life, just the same as we experienced (and now take fore-granted) with electricity becoming a networked utility. That's the backbone of the argument (no pun intended).

But where does that relate into research?

For me we are in a third wave and I have gone on record with this, for example at ESOMAR, Orlando in late 2007.

- Fordist Economic System: Think Henry Ford mass production and consumption, optimises the mass marketing, interruption style of marketing. This gives rise directly to a mirro response in research of interruption research: It's called F2F and CATI

- Flexible Accumulation: Think General Motors, customisation, just in time creates the need and expectation of permission marketing and efficiency. This found its home in research with permission research, AKA as panels

- Globalisation and Offshoring: Think India, increasingly China and Vietnam. Globalisation creates engagement paradigm which offers new opportunities for engagement research AKA 2.0

Each epoch is a new layer with new possibilities. It leads to new innovations and new insights in conjunction with the 'established' approaches.

I will reach Melbourne Thursday night, ready for Friday's session. I look forward to meeting more of you then!

Jon

The Technology You Grow With Is the Technology You Use

Out of an interesting article that indicates those people online spend more than twice the time online than they do watching television comes the point that consumers tend to use the media channels they grew up with.

From the Web 2.0 / online community perspective, this means that the size of the population involved in such communications is only going to grow as the internet displaces television, print and other forms of media as the channel of choice. This is especially true among the younger members of the population, who already find it hard to imagine a time when there wasn't an internet.

- Huw Hepworth

Juicing 2.0

We have examples from the following markets: Australia, Saudi Arabia, Korea, United States, Germany, Singapore, Hong Kong and Canada so this really is becoming a global phenomenon and almost established within some Sectors, clients and research needs.

One of the examples looks at harvesting the conversations on the internet for strategic advantage: What are people saying about my brand? How does that compare competitively? What is the reaction to my new marketing campaign? What are the trends in the market place? Give me a read on the current breaking news story for this brand, product or service.

This demonstrates the point about web 2.0. We are almost drowning in data. The secret is to know what information to look at, when and from whom. And then to make sense of it. That's leading to meta-research. Let's look at that trend.

Next we will look at where all of this came from.