Presented by Ray Poynter, Potentiate and NewMR
50% of insight projects are conducted internally by clients. Research is being democratised, a shift enabled by the explosion in the number of platforms.
Ray highlights the implications of more research being conducted by people who may have less research knowledge, but who have a greater topic understanding (and with the ability to implement results).
5. What is Happening?
Non-researchers accessing:
• Dashboards
• Knowledge management
systems
• Reports published on the
intranet / shared zones
• Search engines (internal and
external
Non-researchers are:
• Scripting surveys
• Commissioning one-stop
solutions, e.g. ad tests, concept
tests
• Creating online discussions
• Collecting video stories
• Analysing social media
All enabled by the growth in platforms
6. The Key Trends
• Simple to use, simple to interpret
• Fast (from desire to result)
• Cheaper
• Free at the point of use
• Complete solution versus better
raw tools
• Niches remaining niches
7. The Implications?
• Most research will be used by non-researchers
• Most research will be initiated by non-researchers
• Non-researchers are better placed to action the results of research
• The median price per project will fall
• Speed will usually be more important than quality
• There will be errors, but that was always so
• Platforms are the great enabler
• Platforms will get smarter and more integrated