Web 2.0, social networks and the future of market research

Market Research is often accused of failing to provide the insights sought by our clients, and in an increasingly complex society we are challenged to embrace a different model of thinking with different principles at its centre.

Web 2.0, social networks and the future of market research

Mike Cooke and Nick BuckleyGfK NOP


The last few years have been marked by an increasing number of articles written by eminent market researchers concerned with the future of our industry. Their concerns are based around an increasing belief that our historic models are failing to provide the insights sought by our clients. As Andrew Zolli (2006) noted:

Wander the halls of any of today's ever-multiplying corporate-innovation conferences, and you'll find experts playing to packed houses, evangelizing the power of user-driven design, the...

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