Abstract:

All sorts of consumer-generated media have come into being in the last couple of years, including blogs, forums, podcasts, online social networks and communities. Here, we are talking about a collective name that is applied to different forms of digital communications whereby millions of consumers openly share their opinions and experiences, often about their reactions to products and services, sometimes providing very valuable insights. Some companies try to give this platform a key role and even refer to co-creation and co-production. Tests are also being conducted with narrowcasting. And experiments with infrared sensors are being carried out on the shop floor, in the search for in-store metrics. Is the market research industry, just like the communications industry, continuing in its search for up-to-date respondent-generated input? And will this give rise to new and innovative activities? How do we deal with the fascinating opportunities of digital connection and interactivity? We take a first look at developments in this issue of Research World.