In hindsight, 2009 marked a turning point for the market research industry, when technology and innovation became part of the ongoing discussion on how to move the industry forward while balancing the realities of a business world in a recession.
Canadians with online access are active users of social technologies like blogs, forums, social networks, and user-generated content: According to our North American Technographics® Q3 2009 survey, 79% of online Canadians engage with social media at least once each month.
A couple of weeks ago I published a post called 'The Future Of Research: Building A 3-Dimensional View Of The Customer'. The summary of my post was that consumers connect with companies through different channels and leave their feedback about the company in different places. They expect companies to understand that and they don't want to be asked about things they already shared.
In the past year I've spend quite some time looking into innovative research methodologies. One methodology that really has won over my heart is mobile research1 (see my report The challenges and opportunities of mobile research for full details). The anytime anywhere aspect of the mobile phone, combined with people's emotional attachment to it, makes it an ideal device for people to share their thoughts and opinions in a research context.
When you regularly have conversations with your colleagues about social media activities, the platforms, and the impact on consumers you might find this 'Conversation Prism' graphic useful. Brian Solis and Jesse Thomas of JESS3 build this helpful chart that shows the activities and the networks that make the Social Web.
This year we saw a big jump in the uptake of social networks in Europe. Data from our European Technographics Media and Marketing Online Survey Q3 2009 shows that Italians are now leading in Europe: 59% say they visit or update their profiles on social networks at least monthly.