Viewpoint - Web 2.0 and the ‘naming of parts’

In this Viewpoint piece, Nick Buckley of GfK NOP discusses the 'naming of parts' in relation to Web 2.0.

Viewpoint – Web 2.0 and the 'naming of parts'

Nick BuckleyGfK NOP

I started out writing about the different ways in which market research can respond to Web 2.0, but then I was struck by what I was doing – I was analysing, breaking the question down into parts in order to apply logic to evaluating and understanding the options. Researchers do that routinely with data and evidence, segmenting and taxonomising in search of connections and causation. We also deftly reduce arrays of open-ended responses to some kind of order – and call it 'coding'. Importantly, these...

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