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Training the next generation

Date of publication: September 19, 2007

Catalogue: Congress 2007: Excellence

Company:

Author: Mike Cooke

Abstract:

GfK NOP is seeking to develop excellence through the use of Web 2.0 tools on its graduate training programme by adopting a new organisational form known as the 'Community of Practice' approach. It has led us into a world where our avatar has conducted interviews in Second Life and we have used social networks for research purposes. We believe this approach will produce market researchers who are more attuned to client requirements of the future, and could possibly retain more talent within the industry.

Mike Cooke

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Cooke, M. (2007a, September 19). Training the next generation. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/marketing-research-training-in-a-multinational-corporation