Abstract:

The insight achievable by using active Web 2.0 techniques can be quite different from traditional insight. This presentation highlights two key issues: first, how to generate and extract insight from Web 2.0 which will require new techniques and skills. Secondly, traditional insight is based on a commercial relationship between the client and the agency, whereas the consumer is a stakeholder in Insight 2.0, they will expect to be listened to and they expect to be co-creators of the brand and the product.