Environmentally sustainable research

John Griffithswww.planningaboveandbeyond.com

Moderators heading back to the agency

Omnibus survey

the way we practice research is unsustainable

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

clients are voicing their disquiet about the research quality

methodology sample selection analysis &

interpretation communication

of findings

technology also enables intimacy – so why are we fixated on security?

Respondent history Respondent validation

isn’t it time we chose real over representative relationships?

continuity of relationship instead of dicing and slicing market segments

longitude vs latitude

yielding control to those whose quality of contribution is central

I think this bit is important - shall I switch the recorder on?

why respondents participate

Psst its not about mone

y

In the 1990s organisations flattened

Now organisations are opening out

stakeholder consultations

joint venture partnerships

virtual teams contractors homeworking/

hotdesking

I’ll answer your questions…

If you’ll answer my questions in return

people often participate in order to engage with other people

even if they’d rathertalk to each othertheir contributionis just as valid

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

researchers will have to change their role..

no longer decidingwho gets inand whose opinionsare worth conveyingto the boss

more like party hosts orsocial entrepreneurs

whose interventionmakes richcommunicationhappen

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

Many respondents will welcome it

Because theyvalue a greaterdegree ofinvolvement

New role as Participant Co- creator Content generator Insight hunter

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

What’s the alternative?

More slash and burn• transactional• artificial• representative• adult to child

No going back..