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my pecha kucha at the inaugural Research Liberation Front meeting on Brighton seafront in 2007. 20 slides 20 seconds per slide. And the slides advance by themselves. RLF was set up to challenge the status quo in research. We caused a stir when we called ourselves a fringe event at the national Market Research Society event. Noses were put out of join but within 3 years we were credited with changing the content of the conference for good. This presentation is about how research throws away respondents being environmentally irresponsible. And suggests alternatives. The evening was a blast!
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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..
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