Research 2.0; still hearing the consumer’s voice
but is the music better?
Overview of our paper
The advent of Research 2.0 has brought with it an exciting variety of new
qualitative techniques; online groups, forums and blogs, SMS text, photo & video,
etc. However, whilst these techniques are undoubtedly changing our industry in
term of how it is organised and structured, do they actually lead to better insights
into human decision making and behaviour?
This question lies at the heart of our paper and, we will argue, is critical to all our
qualitative futures. If we consider the wholesale changes to the music industry;
we can see that the digital age has both transformed how we consume music,
(how we buy it, collect it and listen to it) and fundamentally changed the structure
of the industry (who is part of it, who influences it, how it works, etc). However,
though the format has been reinvented is the music any better?
To draw parallels to the research industry and continue the metaphor; is the
research ‘music’ better as a result of 2.0
Within our industry media there is constant debate about ‘Research 2.0’. Every
website, magazine and conference is talking about it. You would be forgiven for
thinking those were our only techniques. Everything is changing; is it qual, is it
quant or is it even research?
Whilst this is a fascinating debate it seems to us that it is being led by those in
quantitative research; some days it feels that anyone with a database or a blog is
giving an opinion on the future of qual. Whilst it may be a cliché, we feel the
technology is driving ‘male’ characteristics of rational thought and the softer
female communication skills are being left behind. Perhaps more worryingly for a
female dominated profession like ours, is that when Research Magazine in the UK
listed the Top 50 most important people to watch for the future only 10 were
women! Is the hype coming from boys with new toys?
We believe we are at a crossroads where the ‘ear-driven’ skills of the past are
competing with the ‘keyboard’ skills of the future.
So what will our paper cover?
Our paper will undertake a strategic review of the qualitative toolkit using a mix of
both examples and unique research conducted by means of an online forum
among practitioners drawn from across the globe. Our paper will look at:
 What is driving the development of new techniques; is it the technology
(and those interested in it) or client needs
 The actual use of 2.0 techniques. To what extent does the practice match
the hype?
 Do practitioners find 2.0 techniques more or less interesting than traditional
techniques? And what are the implications for future skills?
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Explore the circumstances in which new 2.0 techniques reveal information
that traditional techniques cannot. What new information can we obtain
from these format changes?
Get a read on the balance of traditional vs 2.0 methodologies. How do we
actually earn our income and how is this changing?
How do practitioners feel about the use of 2.0 techniques?
o Are traditional skills being lost?
o Are new skills needed?
Ultimately, examine the extent to which 2.0 qual techniques represents a
format change or better music
Author Biographies:
Andrew and Helen believe passionately in the need for qualitative research to stay
relevant in a changing world. Both speakers are research practitioners who are
also active in the professional development arena. In particular they have been
joint tutors of the MRS 3-day course “Essentials of Qualitative Research” for the
past four years and Helen also leads the new MRS course “Online Qualitative
Techniques”.
Andrew Vincent, Managing Director, Waves
Andrew set up Waves in 2005 with the aim of increasing the commercial
application of research through a mix of research, consultancy and training. Prior
to this he spent nine years in MD roles at medium-sized agencies with firstly
B&MR and then as European MD of Wirthlin Worldwide. In the past he has
presented papers at the MRS Conference on six occasions.
Andrew is also Chief Examiner for the qualitative module of the MRS
Postgraduate Diploma; he chairs the MRS Training Advisory Group and sits on
the MRS Professional Development Board. He regularly undertakes qualitative
training for a range of clients and has done so in Africa, Asia, Europe and the US.
Helen Clark, Research Director, Waves
Helen began her career in sales promotion and then marketing. She then
discovered market research and has spent the last 15 years building her
knowledge. She has experience of several agencies (most recently Harris
Interactive and Virtual Surveys) and clientside (GUS Home Shopping and CWS.
Helen has presented papers at both the MRS and esomar conferences and earlier
this year her joint paper at the esomar retail conference in Valencia was
nominated as the best from the event and carried forward for further review for an
excellence award.
Helen is also an Examiner for the MRS Advanced Certificate and has experience
of training in UK, Europe and US.
Contact Details
Andrew :
e: andrew@waves-research.co.uk
t: +44 7957 829 818
Waves
The Hut
3 Pool End Road
Macclesfield
Cheshire SK10 2LB
United Kingdom
Helen :
e : helen@waves-research.co.uk
t: +44 7791 248 978
Waves
The Hut
3 Pool End Road
Macclesfield
Cheshire SK10 2LB
United Kingdom