Abstract:

Me-to-We research challenges a central piece of market research dogma, namely, that practitioners should only ask people about their own motivations, actions and future behaviour. In 'We' research we never ask people about themselves, only what they've noticed, think or predict about others. We unite a number of strands of emerging research with completely new approaches under the theme of 'We' research. The presentation seeks to show 'we' much less individual that we think we are and far more influenced by what other people do than we care to admit. The presentation also demonstrates the universal ability of the crowd to accurately predict the success of new products, conduct mass ethnography and undertake co-creation.