Open Source Thinking: From Passive Consumers to Active Creators

This paper outlines how the market research industry needs to adapt to the new relationship between people and organisations.

Open Source Thinking: From Passive Consumers to Active Creators

Graeme Trayner Director, Opinion Leader Research

INTRODUCTION

This paper seeks to outline how the market research industry needs to adapt to the new relationship between people and organisations. New information and communications technology are allowing people to become creators as well as consumers, and providing them with the platform for direct and unmediated conversations with organisations.

This new relationship can be best understood through the prism of 'open source' thinking. Originally a concept from software programming, open source thinking revolves around everyone having the opportunity to input into the development...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands