Web 2.0 refers to a perceived second generation of web-based communities and hosted services which aim to facilitate creativity, collaboration, and sharing between users.
It describes Marketing 2.0 as
Marketing 2.0 is a natural outgrowth of Web 2.0 as it refers to the transformation of marketing resulting from the network effect of the Internet. It represents a dramatic shift in marketing to account for customers researching and buying goods and services independent of advertising and marketing campaigns and messages.
So taking the above into account, (Market) Research 2.0 could be defined as:
(Market) Research 2.0 refers to the second generation of market research where market information is systematically gathered, recorded and analysed making use of web-based communities and hosted services. Research 2.0 aims at engaging respondents with interview techniques that facilitate creativity, collaboration and sharing of information.
Since the term has not been defined in Wikipedia, I took the opportunity and started the Research 2.0 page. To my dissappointment I noticed that they did not want to accept the term because it was seen as unremarkable neologism.
What you say?
Hi Emiel,
ReplyDeleteI saw this posting on a search for Market Research 2.0. It's a shame that a year has gone by, and your blog, while otherwise worthy of #1 Google search result for this keyword string, has not been followed up by further discussion. The legacy of market research is one of batch-based results, organizational silos of information, and executive analysis with little or no connection to the front-line. Your definition opens up the idea of research to the community, and the use of contemporary tools to enable real-time insight collection and knowledge sharing. There's no reason why research can't have a 2.0 iteration, and why it can't be much more substantial than an 'unremarkable neologism'. Now that customer experience management and enterprise feedback management software and services has forced an acknowledgement of the validity of customer feedback as primary data (once it is subject to the right reporting, analysis and workflow tools, that is), I suspect large organizations will start to see that there actually is something called Market Research 2.0 to embrace and endorse. Do we need Wikipedia's permission first...?