WHERE BOTH ENDS MEET

A collaborative approach to
developing the digital
research agenda
Sarah Quinton and Ana Isabel Canh...
Impact of digital
• Transformative for social science „as
Galileo’s telescope was for the physical
sciences‟ (Baker, 2009)...
Research question
„What are the research priorities of
academics and practitioners working in the
digital arena?‟

Quinton...
A collaborative approach
• Growing gap between marketing
practitioners and academics (Hughes et al.,
2008; Tapp, 2004)

• ...
Bridging, not closing, the gap
• Very different goals, capabilities and
epistemological stances (Bansal, et al., 2012)
• E...
Workshop 1: Working together

“…showcasing and sharing the latest
in digital research practice, helping to
set the agenda ...
Benefits of cooperation
Industry and Academic approach
problems with different frames
of mind:
“We don't know what we don'...
Awareness
• Great research done by business but not
known by (or considered) by academics
because it is not peer-reviewed
...
Role of context
It‟s not (just) about the money:
Collaboration requires right
environment
• Google staff spend time
resear...
Workshop 2: Developing the
agenda

Quinton and Canhoto (2014)

10
Structure
• 3 x Interventions by practitioners & academics

Quinton and Canhoto (2014)

11
Structure
• Group discussions
• ID of themes

Quinton and Canhoto (2014)

12
Topics identified

About digital
– relevance
to different
subject
areas

Beyond
digitalimplications
for business
and socie...
Limitations and moving
forward
• Small sample
• „Digital friendly‟ sample
• Application of themes for
marketing practition...
WHERE BOTH ENDS MEET

A collaborative approach to
developing the digital
research agenda
Sarah Quinton and Ana Isabel Canh...
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Sig e mark both ends meet sqac jan 2014 final

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Presentation delivered at the "Aligning research and practice in digital marketing" workshop, organised by the Academy of Marketing's Special Interest Group in eMarketing.

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  • access to data, technology or techniques not accessible to academics.
  • Sig e mark both ends meet sqac jan 2014 final

    1. 1. WHERE BOTH ENDS MEET A collaborative approach to developing the digital research agenda Sarah Quinton and Ana Isabel Canhoto Senior Lecturers Marketing Oxford Brookes University
    2. 2. Impact of digital • Transformative for social science „as Galileo’s telescope was for the physical sciences‟ (Baker, 2009) • Allows practitioners to „feel the heartbeat of today’s society‟ (Casteleyn, Mottart et al., 2009, p. 439) Quinton and Canhoto (2014) 2
    3. 3. Research question „What are the research priorities of academics and practitioners working in the digital arena?‟ Quinton and Canhoto (2014) 3
    4. 4. A collaborative approach • Growing gap between marketing practitioners and academics (Hughes et al., 2008; Tapp, 2004) • Increasing pressure for universities and industry to collaborate • Government funding (Berman, 2008) • Commercial organisations may have better data, technology or techniques Quinton and Canhoto (2014) 4
    5. 5. Bridging, not closing, the gap • Very different goals, capabilities and epistemological stances (Bansal, et al., 2012) • Exploratory study with practitioners and academics • Group discussions to stimulate new ideas and concepts for further research (Finch and Lewis, 2003) Quinton and Canhoto (2014) 5
    6. 6. Workshop 1: Working together “…showcasing and sharing the latest in digital research practice, helping to set the agenda for tomorrow”. Quinton and Canhoto (2014) 6
    7. 7. Benefits of cooperation Industry and Academic approach problems with different frames of mind: “We don't know what we don't know and that's where it is useful to have partnerships with universities because they think laterally and not about solving specific problems.” Quinton and Canhoto (2014) 7
    8. 8. Awareness • Great research done by business but not known by (or considered) by academics because it is not peer-reviewed • Great research done by academia but behind paid walls Quinton and Canhoto (2014) 8
    9. 9. Role of context It‟s not (just) about the money: Collaboration requires right environment • Google staff spend time researching and experimenting Quinton and Canhoto (2014) 9
    10. 10. Workshop 2: Developing the agenda Quinton and Canhoto (2014) 10
    11. 11. Structure • 3 x Interventions by practitioners & academics Quinton and Canhoto (2014) 11
    12. 12. Structure • Group discussions • ID of themes Quinton and Canhoto (2014) 12
    13. 13. Topics identified About digital – relevance to different subject areas Beyond digitalimplications for business and society Being digitalcitizens in a digital world Using digital - methods and models for research in digital Quinton and Canhoto (2014) 13
    14. 14. Limitations and moving forward • Small sample • „Digital friendly‟ sample • Application of themes for marketing practitioners? • Hub: http://oxforddigitalresearch.com Quinton and Canhoto (2014) 14
    15. 15. WHERE BOTH ENDS MEET A collaborative approach to developing the digital research agenda Sarah Quinton and Ana Isabel Canhoto Senior Lecturers Marketing Oxford Brookes University
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