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Environmentally sustainable research


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my pecha kucha at the inaugural Research Liberation Front meeting on Brighton seafront in 2007. 20 slides 20 seconds per slide. And the slides advance by themselves. RLF was set up to challenge the status quo in research. We caused a stir when we called ourselves a fringe event at the national Market Research Society event. Noses were put out of join but within 3 years we were credited with changing the content of the conference for good. This presentation is about how research throws away respondents being environmentally irresponsible. And suggests alternatives. The evening was a blast!

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Environmentally sustainable research

  1. 1. Environmentally sustainable research John Griffiths
  2. 2. Moderators heading back to the agency the way we practice research is unsustainable Omnibus survey
  3. 3. we’ve either talked to just about everybody or we’re talking to the same people…. over and over and over again You decide research industry Incompetent or Mendacious?
  4. 4. clients are voicing their disquiet about the research quality  methodology  sample selection  analysis & interpretation  communication of findings
  5. 5. technology also enables intimacy – so why are we fixated on security? Respondent history Respondent validation
  6. 6. isn’t it time we chose real over representative relationships?
  7. 7. continuity of relationship instead of dicing and slicing market segments longitude vs latitude
  8. 8. yielding control to those whose quality of contribution is central I think this bit is important - shall I switch the recorder on?
  9. 9. why respondents participate Psst its not about money
  10. 10. In the 1990s organisations flattened
  11. 11. Now organisations are opening out      stakeholder consultations joint venture partnerships virtual teams contractors homeworking/hotdesking
  12. 12. I’ll answer your questions… If you’ll answer my questions in return
  13. 13. people often participate in order to engage with other people even if they’d rather talk to each other their contribution is just as valid
  14. 14. content is the emerging incentive       Direct access Expertise Product testing Multimedia participation Equipped to provide feedback Other relevant content via the web They want something others don’t have access to Expect cash to decline in importance as a way to incentivise participation
  15. 15. researchers will have to change their role.. no longer deciding who gets in and whose opinions are worth conveying to the boss
  16. 16. more like party hosts or social entrepreneurs whose intervention makes rich communication happen
  17. 17. Clients will love it Stakeholder panel Share holders Employees Opinion Leaders the new workhorse Customers Prospects • Continuous • Interactive • What ifs • Affordable •Fast response • Qual subtlety • Quant significance
  18. 18. Many respondents will welcome it New role as  Participant  Co- creator  Content generator  Insight hunter Because they value a greater degree of involvement
  19. 19. It will be a painful transition for researchers Dinosaur 1.0 Research 1.0 Dinosaur 2.0 Research 2.0 Ad hoc quant and qual research will become narrower & more specialised
  20. 20. What’s the alternative? More slash and burn • transactional • artificial • representative • adult to child No going back..