The document discusses a collaborative approach to identifying digital research priorities among academics and practitioners, highlighting the widening gap between the two groups. It emphasizes the necessity for cooperation, as different perspectives can stimulate innovation and lead to relevant research outputs. Key topics for further exploration in digital research are also identified, though challenges and limitations in collaboration are acknowledged.

1. WHERE BOTH ENDS MEET
A collaborative approach to
developing the digital
research agenda
Sarah Quinton and Ana Isabel Canhoto
Senior Lecturers Marketing
Oxford Brookes University

2. Impact of digital
• Transformative for social science „as
Galileo’s telescope was for the physical
sciences‟ (Baker, 2009)
• Allows practitioners to „feel the
heartbeat of today’s society‟ (Casteleyn,
Mottart et al., 2009, p. 439)
Quinton and Canhoto (2014)
2

3. Research question
„What are the research priorities of
academics and practitioners working in the
digital arena?‟
Quinton and Canhoto (2014)
3

4. A collaborative approach
• Growing gap between marketing
practitioners and academics (Hughes et al.,
2008; Tapp, 2004)
• Increasing pressure for universities and
industry to collaborate
• Government funding (Berman, 2008)
• Commercial organisations may have better
data, technology or techniques
Quinton and Canhoto (2014)
4

5. Bridging, not closing, the gap
• Very different goals, capabilities and
epistemological stances (Bansal, et al., 2012)
• Exploratory study with practitioners
and academics
• Group discussions to stimulate new ideas
and concepts for further research (Finch and
Lewis, 2003)
Quinton and Canhoto (2014)
5

6. Workshop 1: Working together
“…showcasing and sharing the latest
in digital research practice, helping to
set the agenda for tomorrow”.
Quinton and Canhoto (2014)
6

7. Benefits of cooperation
Industry and Academic approach
problems with different frames
of mind:
“We don't know what we don't
know and that's where it is useful
to have partnerships with
universities because they think
laterally and not about solving
specific problems.”
Quinton and Canhoto (2014)
7

8. Awareness
• Great research done by business but not
known by (or considered) by academics
because it is not peer-reviewed
• Great research done by
academia but
behind paid walls
Quinton and Canhoto (2014)
8

9. Role of context
It‟s not (just) about the money:
Collaboration requires right
environment
• Google staff spend time
researching and experimenting
Quinton and Canhoto (2014)
9

10. Workshop 2: Developing the
agenda
Quinton and Canhoto (2014)
10

11. Structure
• 3 x Interventions by practitioners & academics
Quinton and Canhoto (2014)
11

12. Structure
• Group discussions
• ID of themes
Quinton and Canhoto (2014)
12

13. Topics identified
About digital
– relevance
to different
subject
areas
Beyond
digitalimplications
for business
and society
Being
digitalcitizens in a
digital world
Using digital
- methods
and models
for research
in digital
Quinton and Canhoto (2014)
13

14. Limitations and moving
forward
• Small sample
• „Digital friendly‟ sample
• Application of themes for
marketing practitioners?
• Hub: http://oxforddigitalresearch.com
Quinton and Canhoto (2014)
14

15. WHERE BOTH ENDS MEET
A collaborative approach to
developing the digital
research agenda
Sarah Quinton and Ana Isabel Canhoto
Senior Lecturers Marketing
Oxford Brookes University