Research World (April 2008)

Date of publication: April 1, 2008

Catalogue: Research World 2008

Author: ESOMAR B.V.

Abstract:

Much of innovation has been occasioned by the impact of the internet on our business, as we seek to come to terms not only with the power ofthe web itself but the amazing societal and generational changes that it has created. As social networking has established itself in multiple layers of society, so the potential of networks and communities is beginning to be discovered for the purposes of research, ideation and innovation with the customer. As Maria Rapp of Communispace says in this issue, “it’s all about listening.” And that’s what makes it truly exciting - researchers and their clients are rediscovering the art and science of listening to people in new and challenging ways. Even more refreshingly, one of McKinsey’s latest benchmarking studies provides significant evidence that companies that use these and other research innovations are more likely to succeed. We should not be surprised that good, innovative research definitively leads to high market and financial performance, but it is always good to see it in black and white and to be able to share it with the world. According to McKinsey, high-performing companies adopt more innovative research techniques, embed them in the heart of the organisation and align their consumer insights functions as a whole with the strategic direction of the company and with senior management. That, in a nutshell, is what successful research is all about and what makes it such an exciting - and potentially ‘cool’ -industry in which to work. We need to celebrate our innovations and our successes and evangelise them to the world, to business, to universities and to government. Over the next few months, you will see more of that in these pages and we hope you will join us in our evangelical mission!

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