Online research: Stop asking questions and start listening

Market research is evolving from representative samples of people, interviewed via clipboards and phones, towards online surveys conducted with pre-recruited panels of members doing 50 or more surveys a year, and towards integrated databases where CRM and research are blurring into holistic feedback systems.

Stop asking questions and start listening

Ray Poynter

As 'we' research models reveal a deeper understanding of the needs, concerns and desires of consumers, social media is becoming an essential tool for listening to communities from the inside

The process of understanding consumers, a process than can be loosely described as market research, is going through a period of both evolution and revolution.

The evolution is a shift from representative samples of people, interviewed via clipboards and telephones, towards online surveys conducted with pre-recruited panels of members doing 50 or more surveys a year, towards integrated databases where CRM and...

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