Web 2.0, social networks and the future of market research
Mike Cooke and Nick BuckleyGfK NOP
The last few years have been marked by an increasing number of articles written by eminent market researchers concerned with the future of our industry. Their concerns are based around an increasing belief that our historic models are failing to provide the insights sought by our clients. As Andrew Zolli (2006) noted:
Wander the halls of any of today's ever-multiplying corporate-innovation conferences, and you'll find experts playing to packed houses, evangelizing the power of user-driven design, the...