Environmentally sustainable research John Griffiths .
Transcript of Environmentally sustainable research John Griffiths .
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Environmentally sustainable research
John Griffithswww.planningaboveandbeyond.com
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Moderators heading back to the agency
Omnibus survey
the way we practice research is unsustainable
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research industryIncompetent or Mendacious?
we’ve either talked to just about everybody
or we’re talking to the same people….
over and over and over again
You decide
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clients are voicing their disquiet about the research quality
methodology sample selection analysis &
interpretation communication
of findings
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technology also enables intimacy – so why are we fixated on security?
Respondent history Respondent validation
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isn’t it time we chose real over representative relationships?
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continuity of relationship instead of dicing and slicing market segments
longitude vs latitude
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yielding control to those whose quality of contribution is central
I think this bit is important - shall I switch the recorder on?
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why respondents participate
Psst its not about mone
y
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In the 1990s organisations flattened
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Now organisations are opening out
stakeholder consultations
joint venture partnerships
virtual teams contractors homeworking/
hotdesking
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I’ll answer your questions…
If you’ll answer my questions in return
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people often participate in order to engage with other people
even if they’d rathertalk to each othertheir contributionis just as valid
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content is the emerging incentive
Direct access Expertise Product testing Multimedia participation Equipped to provide feedback Other relevant content
via the web
Expect cash to decline in importance as a wayto incentivise participation
They want somethingothers don’t haveaccess to
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researchers will have to change their role..
no longer decidingwho gets inand whose opinionsare worth conveyingto the boss
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more like party hosts orsocial entrepreneurs
whose interventionmakes richcommunicationhappen
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Clients will love it
Shareholders
Employees
Prospects
Customers
OpinionLeaders
Stakeholder panel
• Continuous• Interactive
• What ifs• Affordable
•Fast response• Qual subtlety
• Quant significance
the new workhorse
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Many respondents will welcome it
Because theyvalue a greaterdegree ofinvolvement
New role as Participant Co- creator Content generator Insight hunter
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It will be a painful transitionfor researchersDinosaur 1.0Research 1.0
Dinosaur 2.0Research 2.0
Ad hoc quant and qual research will become narrower & more specialised
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What’s the alternative?
More slash and burn• transactional• artificial• representative• adult to child
No going back..