Open Source Thinking: From Passive Consumers to Active Creators
Graeme Trayner Director, Opinion Leader Research
This paper seeks to outline how the market research industry needs to adapt to the new relationship between people and organisations. New information and communications technology are allowing people to become creators as well as consumers, and providing them with the platform for direct and unmediated conversations with organisations.
This new relationship can be best understood through the prism of 'open source' thinking. Originally a concept from software programming, open source thinking revolves around everyone having the opportunity to input into the development...