Web Research 2.0Innovation in consumer ethnographies Multimedia & MultiplatformInnovative Immersion Active Observation + Asynchronous Probing Candid Depth
WEB RESEARCH 2.0 Qualitative in Context Every consumer moment = Research moment No Peer Pressure, No Researcher Pressure Their time Capitalizing on social network dynamics Spontaneous however guided = scale & efficiency
Web Research 2.0 EMPOWERED CONSUMERS Quick Point: It’s not online research; it’s online engagement.
NOW Web Research 3.0EMPOWEREDRESEARCHERS & CLIENTS
Research 2.0 Breakthrough:Ethnographic Observations:New levels of consumer relevancyResearch 3.0 Breakthrough:Beyond Observations:New levels of client relevancy INSIGHTS
RELEVANCYA Look at 3.0 Internet Search Search 2.0 (pre-Google) Empowered access to information Search 3.0 (post-Google) Empowered Relevance to the Searcher The Searcher was added to data interaction… Seekers themselves added the value that changed everything
HOW TO ACHIEVE NEWLEVELS OF RELEVANCE FOROUR CLIENTS?
Empower clients to leverage their innateconnection to their business goals and decisionsRather than consumers of the report data,Clients are active participants in shapingtheir data: RELEVANCE PEER REVIEW
CLIENT DECISIONS (DATA IMMEMORIAL, SEARCH, SHARE GLOBALLY & MINE)The Data Value CliffForce Multiplier CLIENT ACTIVITY: SEARCH, IMMERSE ID DIRECTION CLIENT GLOBAL INPUT CLIENT DECISION RESEARCHER ANALYZE, CODE, REPORT CLIENT INPUT (ATTENDEE) EXECUTE COLLECTION CODE FOR COLLECTION PROJECT SCOPE
Digital Qualitative Data 3.0 Insight Accuracy + Long-Term ValueInvolving client stakeholdersin directional insightsSharing data across theorganization securely andeasilyData Access + Miningenables increasing value tostored project data
MORE VALUABLE PRACTITIONERS consumers researchers stakeholders mobile data collection Integrated platform collaboration Become a true Become a thought Optimize business brand advisor partner value via Client Relevance transparency