Traditional market research is conducted in a very uni-directional manner; the agency asks all sorts of questions of the public, the public in turn responds, but little or no interactivity occurs.
Therefore, important–nay essential–nuances of psychology, language, colour and design are potentially missed elements of feedback. A huge loss to the researching organisation and their client.
But wait! Thankfully someone has finally realised the importance of this missing data and done something about it.
Jennie Beattie and her colleagues over at the Digital Democracy are able to offer the ‘Your Say Cafe’, a online community area where market research can be conducted and interactions can take place using all manner of methods and tools.
If you are involved with market research you owe it to yourself to nip over to the Digital Democracy’s post on the matter and find out more.