Research 2010 Conference: Market research and the shock of the new - co-creation and neurometrics

Judie Lannon

Research 2010, this year's annual conference of the UK's Market Research Society, was underpinned by one recurring theme: the shock of the new. Not just new techniques and new sources of inspiration, but the availability of new technologies and how consumers use these technologies together with the seemingly unstoppable rise of online communities.

Co-creation and the power of communities

According to session chairman Nick Coates, Research Director of Promise, the 'scientific' traditions of market research tend to divide into two streams: the measuring/evaluating/testing stream which is typically subsumes quantitative techniques and methodologies; and the qualitative methodologies where the underlying philosophy is exploration and experimentation. In both of these traditions, consumers are viewed as essentially passive.