Connected research is a new form of market research that uses interactive online tools to facilitate social interactions between consumers and allow for a more equal relationship between researchers and participants. It goes beyond traditional quantitative and qualitative research methods to also utilize online discussions, bulletin boards, communities, and other techniques to learn from consumers and allow their active participation. Some benefits are a more holistic view of consumers' opinions and the opportunity for ongoing conversations rather than one-time surveys. The document provides several examples of connected research techniques and their potential application to understanding brand perceptions.