We are now citizens of a socially networked mobile world where the default setting is always on. Embedded within the digital life streams of the millions of people online lies an abundance of data in pictures, videos, words and interactions. The more people experience this dynamic, two-way engagement, the less they want to be involved in traditional, structured research. The future is about socialising traditional research a brave new world of immersion, augmented reality, geo- location, co-creation... the addition of a little social into everything we do so that consumers are engaged in ways that capitalize on and mimic their expectations given the realities of todays new world. Welcome to the new normal. Are you ready?