Training the next generation: it’s market research, but not as we know it

Mike Cooke and Phyllis Macfarlane

GfK NOP is seeking to develop excellence through the use of Web 2.0 tools on its graduate training programme by adopting a new organisational form known as the 'Community of Practice' approach.

Training the next generation: it's market research, but not as we know it

Mike Cooke and Phyllis MacFarlaneGfK NOP, United Kingdom

INTRODUCTION

GfK NOP is seeking to develop excellence through the use of Web 2.0 tools on its graduate training programme. The approach has been to build excellence by adopting a new organisational form known as the “Community of Practice”. This approach is emerging in companies that seek excellence as it promises to galvanise knowledge sharing, learning and change. It has led us into a world where our avatar has been conducting interviews in Second Life and...

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