Communities in 2017: A prediction of where research communities will be in five years
Ray Poynter and Katie KaylorEVP Vision Critical and Phones4u
Introduction
Communities seem to be the most commercially successful of all the new tools/approaches that have entered the research arena in recent years. From short-term, ad-hoc MROCs which focus on qualitative research, through to large-scale, ongoing community panels providing both quantitative and qualitative research; the up-and-coming solution seems to be community based. Communities have dominated conference agendas for the last few years and have been the subject of key company acquisitions (e.g. Communispace by Omnicon, GlobalPark...