Socialized research: A new approach for a new reality

Shelley Zalis, Jill Wiltfong, Graham Saxton and Michael Rodenburgh

This paper argues that traditional, structured research is becoming more and more difficult. People are 'always on' as they connect in a socially networked mobile environment, exchanging words, pictures and videos.

Socialized research: A new approach for a new reality

Shelley Zalis, Jill Wiltfong, Graham Saxton and Michael RodenburghOTX Ipsos Open Thinking Exchange, Global

Introduction

We are now citizens of a socially networked mobile world where 'normal' changes faster than the seasons. The proliferation of digital technology and the pervasiveness of social media have changed the dynamic. Today's consumers are different. We have to engage them in ways that capitalize on and mimic their behavior and expectations in a hyper-connected, socialized world. Consider some of the (many) changes in society driven by technology and...

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