Every Brain in the Game

Web 2.0 is about many things. A next generation of services that are delivered through collaboration and co-creation - whether that be between people or between technologies.

And for me research needs to deliver insight (can I have a dollar for dropping that one in please) and innovation, for these are two of the hottest needs from marketing research right now. Ok, but how can we maximise our chances?

Well, maximising the number of (qualified) brains in the game seems like one sensible approach. And that is what communities can do - it can hardwire your Organistion to the latest trend, the latest idea, the latest hidden need, the latest problem and connect internal stakeholders to the conversation. But we can do two other things quite easily:

- develop an open source strategy where we can harvest information readily available on the internet and harness it into a central architecture. Why? Because it is not only readily available, it can add context to the current market

- utilise some participation architectures like for example the forum or the Blog and be able to crunch through information to develop insights on the market. Not new? Ok, maybe not. But the ability to connect different people - internal and external and give (permission) access as a way to possibly envisage new angles to the data could be.

All of these can lead to anticipation. That is insight.