Research 2.0: Engage or give up the ghost?

This article argues why the adoption of more engaging tools is needed to help the research industry address the new challenges of the internet age, beyond traditional concerns around response rates.

Research 2.0: Engage or give up the ghost?

Martin Oxley and Brendan LightBuzzBack Market Research

For decades the research industry has spoken about the issue of response rates. Although it is not the most exciting of subjects, it is very important. Now with the advent of internet technologies we are in a world where the rules have changed. This article outlines our arguments for why the adoption of more engaging research tools will help the research industry address these new challenges. There is no doubt that the transition to internet-based market research has been fraught with challenges....

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