The document critiques traditional research methods, arguing they produce non-actionable information and overlook crucial metrics. It emphasizes the importance of online communities and technology in modern research, suggesting a shift from outdated practices to more collaborative and integrated approaches. The author advocates for a new model, referred to as research 2.0, that aligns with current digital tools and community engagement.

1. Old Research Suckswhy online communities will rule the world

5. We use the wrong processes

6. Buy a bunch of expensive tools and get info that is not actionable

7. We measure the wrong things

8. Razorfish Marketing http://www.slideshare.net/razorfishmarketing/razorfish-joe-crump-on-innovation-hell

9. We are cruelAdnerds http://www.slideshare.net/Adnerds/why-nerds-will-rule-the-world-conquering-advertising-first

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

11. Why online communities will rule the world

12. Forrester research http://blogs.forrester.com/marketing/

16. “Stop, Collaborate and Listen” – Vanilla Ice

17. Clip BoardResearchReportResearch ReportAt least 1,000 pagesSlacksResearch 1.0Research 1.0 model is a manifestation of outdated methodologies

18. Research 2.0Research 2.0 working in harmony with technology and Web 2.0 tools

19. Cost CentreKnowledge CentreWalls Of SeparationSalesMarketingRetailCorporate DisconnectIvory Tower SyndromeTone DeafnessResearchHRCustomer CommunityCustomerServiceInnovationPRAdapted from David Armano and added to by Michael Batistich / Customer Community

20. “It’s research Jim but not as we know it.”Well said.Mrs Spock http://mrsspock.deviantart.com/art/Quickly-drawn-Spock-27657580