Research 2.0

Tuesday saw the latest Research 2.0 conference at the Novotel in Euston. 

Agencies and Clients gave their own views about how both quant and qual online is progressing at an fast and exciting rate. It was clear about its speed and cost-effectiveness but questions were raised about the validity of respondents and the data or conversations gathered.

Even one member of the audience went so far as to say online is dangerous to the industry and we need to think hard before we all jump on the online bandwagon.

I gave a 20 slide presentation on 'what will the research industry be like in 2010' and made a controversial prediction that face-to-face techniques will provide more valuable, richer insights than online qualitative tecnhiques.

After leaving, it was impressive to see how a number of  Clients have bought into online but also there were a number who wanted proof that online is better for their businesses than offline methodologies.

So, there are many conversations to be had between value of online versus off-line methodologies. Will one win over the other? What will Clients want spend their budgets on?

Just asLondon 2012 begins, I imagine the research landscape will have gone through a significant debate and change.

Simon

  

Comments

[Simon]

I'd have liked to have gone to this.

On one level, face to face should prove richer insights because there is more sensory information - visuals, inflexions, non-comments, body language and so on.

But I think the rational answer and response method is getting quite tired, and online is perfectly placed to capture and observe real behavioue in action

To answer your last question - we use face to face when we need methdological rigour for controversial topics. But we use online for the most part due to its relative efficiency

[Simon]

Thanks for comment Simon (good name by the way!)

I agree there are perceptions that some face to face techniques appear old school or tried. I'm not too sure about 'rational answer and response' because face to face offers have many open dialogues/conversations in which irrational, emotional motives are revealed.

In terms of capturing behaviour online, how do you go about this? I imagine being in home, in context and face-to-face would be insightful than via computer.

It's also interesting to see too that you use online for efficiency which is a real plus for online.

Simon