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...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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