Doing market research differently
The Enterprise 2.0 RAVE that I described last Friday is not just another event. It came about as a market research project to increase the understanding around everything Enterprise 2.0 – product requirements, maturity of the market, success of pilot programs, etc. But instead of spending hours on the phone or in person doing interviews with willing candidates we decided to do something fun and get them all together at once for a giant brainstorming session.
The benefits of doing it this way are quite clear. Instead of having a one way delivery of value we created an environment in which there is a two way exchange of value – as every practitioner who is involved with Enterprise 2.0 projects is dying to meet other people who are going through the same pains. And the value to the market researcher is much higher as well – if we get 80 people to attend that means a minimum of 30 focused conversations with 8 people each on specific issues surrounding Enterprise 2.0 deployments.
[Tags: future of work enterprise 2.0 web 2.0 wiki tag blog]
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Very interesting! It’s nice to see different ways of doing marketing research.
I’ve been blogging on the importance and need of marketing research over at my blog for a while now, and this is a perfect example.
Some people think of “Research” as a boring, costly, time-consuming activity with little results of input for the business decisions; and this is a great way for them to see how research really can be as open, creative and digestible as we want it to.
Good stuff,
Ron E.
http://brandcurve.com