Spring is in the air and next to the first rays of sun, the season also brings… award nominations! We are excited to announce we got no less than 4 nominations!
As a mix of social science and commercial enterprise, consumer research tends to innovate cautiously in order to maintain methodological rigor and preserve normative data. But with the advent of the Internet and a torrent of turns since, the industry has learned quickly, that we can no longer afford to dictate the pace of change. To adapt and thrive, researchers have to an extent been compelled to forgo temperance and embrace disruption. No easy task, but one that is critical to survival in an age when change is an accelerating constant. So in addition to the venerable EXPLOR awards – which through a case study competition recognize the most innovative applications in research – The Market Research Event this year is hosting a new award celebrating research industry change agents that make us uncomfortable for our own good. Leading online networking group Next Gen Market Research (NGMR) will be presenting their 1st annual NGMR Disruptive Innovator awards at TMRE Nov 9th.
We are happy to hear that Tom De Ruyck, Senior R&D Manager at InSites Consulting, is one of the finalists in the category ‘Researchers’.
Here’s what Sony Ericsson Global Insights Manager Gordon Morris, who serves on NGMR’s advisory board, had to say:
“The market research industry is, by nature, introverted, intellectual and risk averse. It is not given to exploring new techniques, but instead revises and refines existing techniques in an attempt to innovate. These are subtle, evolutionary increments, not the groundbreaking paradigm shifts other industries pursue,” said Morris. Morris added, “In an industry often lacking genuine innovation, it’s important that we recognize and celebrate those among us who achieve such shifts. In so doing we inspire the dreamers among us to find the next one.”
Innovations come about in several ways. The innovation process is often powered by technology. In other cases, marketers have sufficient knowledge and intuition to independently create new products. Occasionally, a good innovation is created by accident. Today’s active and empowered consumer is however prepared to innovate in cooperation with brands. Co-creation is the joint creation of innovations by customer and producer with the goal of better meeting customer needs. This is why co-creation is a very valuable, even necessary, supplement within the innovation process.