Socialized research: It is the end of market research, as we know it, but we feel fine!

Michael Rodenburgh

In an attempt to leverage social media data within the context of traditional survey research, Ipsos OTX is changing its approach to conducting research by focusing on Socialised Research.

Socialized research: It is the end of market research, as we know it, but we feel fine!

Michael RodenburghIpsos Open Thinking Exchange, Global, Canada

Introduction

The new normal

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. Everyone and everything is connected, allowing consumers to be both producers of content as well as distributors of other content.

The online world has created a new type of democracy where consumers have a voice...

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