Web 2.0 and social media create new opportunities for research

Social media and web 2.0 provide new research tools, such as netnography, online communities, crowd sourcing and co-creation, to deepen and prolong the engagement with consumers.

Web 2.0 and social media create new opportunities for research

Andrew Needham

At the MRS Annual Conference earlier this year, there was a debate on 'the opportunities, threats and ambitions for market research and innovation'. It became clear that empowered consumers and web 2.0 present the research industry with a challenge. Researchers are learning that the online world's influence means that things need to change urgently in the face-to-face world of focus groups.

This presents a threat and an opportunity. The threat is that the research industry will not embrace change fast enough. Research is rooted in thinking that pre-dates...

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