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Old Research Sucks<br />why online communities will rule the world<br />
We use the wrong processes<br />
Buy a bunch of expensive tools and get info that is not actionable<br />
We measure the wrong things<br />
Razorfish Marketing http://www.slideshare.net/razorfishmarketing/razorfish-joe-crump-on-innovation-hell<br />
We are cruel<br />Adnerds  http://www.slideshare.net/Adnerds/why-nerds-will-rule-the-world-conquering-advertising-first<br />
http://1.bp.blogspot.com/_4s5pmFL_ZlQ/SHtszjANLWI/AAAAAAAABJQ/teuKx0xUbKM/s1600-h/this+is+so+wrong+but+it+feels+so+good+sp...
Why online communities will rule the world<br />
Forrester research http://blogs.forrester.com/marketing/<br />
“Stop, Collaborate and Listen” – Vanilla Ice<br />
Clip Board<br />Research<br />Report<br />Research Report<br />At least 1,000 pages<br />Slacks<br />Research 1.0<br />Res...
Research 2.0<br />Research 2.0 working in harmony with technology and Web 2.0 tools<br />
Cost Centre<br />Knowledge Centre<br />Walls Of Separation<br />Sales<br />Marketing<br />Retail<br />Corporate Disconnect...
“It’s research Jim <br />but not as we know it.”<br />Well said.<br />Mrs Spock http://mrsspock.deviantart.com/art/Quickly...
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Old Research Sucks

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Old Research Sucks: why online communities will rules the world.
A Pecha Kucha presentation for the Australian Market and Social Research Society 2009 National Conference on the future of market research, the problems with traditional market research and the benefits of online communities.

Published in: Business, Technology
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Transcript of "Old Research Sucks"

  1. 1. Old Research Sucks<br />why online communities will rule the world<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5. We use the wrong processes<br />
  6. 6. Buy a bunch of expensive tools and get info that is not actionable<br />
  7. 7. We measure the wrong things<br />
  8. 8. Razorfish Marketing http://www.slideshare.net/razorfishmarketing/razorfish-joe-crump-on-innovation-hell<br />
  9. 9. We are cruel<br />Adnerds  http://www.slideshare.net/Adnerds/why-nerds-will-rule-the-world-conquering-advertising-first<br />
  10. 10. http://1.bp.blogspot.com/_4s5pmFL_ZlQ/SHtszjANLWI/AAAAAAAABJQ/teuKx0xUbKM/s1600-h/this+is+so+wrong+but+it+feels+so+good+spock+kirk+captain+star+trek.jpg<br />
  11. 11. Why online communities will rule the world<br />
  12. 12. Forrester research http://blogs.forrester.com/marketing/<br />
  13. 13.
  14. 14.
  15. 15.
  16. 16. “Stop, Collaborate and Listen” – Vanilla Ice<br />
  17. 17. Clip Board<br />Research<br />Report<br />Research Report<br />At least 1,000 pages<br />Slacks<br />Research 1.0<br />Research 1.0 model is a manifestation of outdated methodologies<br />
  18. 18. Research 2.0<br />Research 2.0 working in harmony with technology and Web 2.0 tools<br />
  19. 19. Cost Centre<br />Knowledge Centre<br />Walls Of Separation<br />Sales<br />Marketing<br />Retail<br />Corporate Disconnect<br />Ivory Tower Syndrome<br />Tone Deafness<br />Research<br />HR<br />Customer Community<br />Customer<br />Service<br />Innovation<br />PR<br />Adapted from David Armano and added to by Michael Batistich / Customer Community <br />
  20. 20. “It’s research Jim <br />but not as we know it.”<br />Well said.<br />Mrs Spock http://mrsspock.deviantart.com/art/Quickly-drawn-Spock-27657580<br />

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