‘I am aware of the newest trends’. We often ask consumers to rate themselves on this statement. Looking at myself, I definitely would agree. I love to explore new things! Also, in market research. That is why I am happy to be part of the InSites ForwaR&D Lab team which is always looking for new opportunities. However, there is also a downside. I don’t like hypes in research. When innovating, it is relatively easy to book one success. But the challenge is to repeat this success several times and to proof the value for different clients and different problems. The key is to bring solid innovation. Moreover, we have to keep reinventing ourselves. We are always in this state of perpetual beta.
Mid-September ESOMAR organizes their general Congress in Greece, Athens. The Congress theme is fully focused on the changing landscape in market research ‘Odyssey 2010 – the changing face of market research‘. The face of market research is changing and with it so are many of the approaches and methodologies we employ.
The R&D department at InSites Consulting continuously works on co-creating research solutions together with clients, suppliers, academics, consumers, and professional organizations. Probably one of the reasons we’ll be well-presented at this year’s general Congress.
First up are Annelies Verhaeghe and Niels Schillewaert on 13 September: User Generated Content and Research. While consumers participate less in traditional surveys, they generate more information than ever before. Consumers cache their lives online and are ubiquitously available via mobile devices. As researchers we have the chance now more than ever to fuse methods and generate more insights without actually asking questions. By observing consumers’ actions, becoming friends online, scraping publically available content and text-analyzing it, getting physiological measures like reaction times and mouse clicks we can come to a more full understanding of consumers through these neo-observational research.
Interested to attend the Congress? Sign up online!