The Value of Peer Research

Jaime Rose and Anna Pierce

In this paper we argue that building sustainable connections with participants, using a ‘Fair Trade’ approach, is the cornerstone of successful research, and that this will become increasingly important in the future.

The Value of Peer Research

Jaime RoseIpsos MORI Participation Unit

Anna PierceIpsos MORI Participation Unit

THE CONTEXT

In March 2005 we came to RESEARCH to put Fair Trade Research on the agenda. With a deliberately provocative paper we hoped to challenge the way we view ourselves as an industry, particularly the traditional and assumed connections between agency, client and participants (See dig. 1a). We wanted to gauge reactions to the idea of flipping that model on its head and having participants lead the agenda (See dig. 1b). The more extreme part of this was...

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