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The Implications of Democratising Insights for Research

Ray Poynter
Ray Poynter
Ray PoynterManaging Director at The Future Place

Presented by Ray Poynter, Potentiate and NewMR 50% of insight projects are conducted internally by clients. Research is being democratised, a shift enabled by the explosion in the number of platforms. Ray highlights the implications of more research being conducted by people who may have less research knowledge, but who have a greater topic understanding (and with the ability to implement results).

The Implications of Democratising Insights for Research

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The Implications of Democratizing
Insights for Research
10 November 2021
Ray Poynter
Sponsors
Communication
Agenda
What is ‘Democratizing’
What is happening
Looking at the trends
Implications
Recommendations
Q & A
Democratization
More people using
research
More people creating
research
What is Happening?
Non-researchers accessing:
• Dashboards
• Knowledge management
systems
• Reports published on the
intranet / shared zones
• Search engines (internal and
external
Non-researchers are:
• Scripting surveys
• Commissioning one-stop
solutions, e.g. ad tests, concept
tests
• Creating online discussions
• Collecting video stories
• Analysing social media
All enabled by the growth in platforms
The Key Trends
• Simple to use, simple to interpret
• Fast (from desire to result)
• Cheaper
• Free at the point of use
• Complete solution versus better
raw tools
• Niches remaining niches

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