The Implications of Democratising Insights for Research
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Presented by Ray Poynter, Potentiate and NewMR 50% of insight projects are conducted internally by clients. Research is being democratised, a shift enabled by the explosion in the number of platforms. Ray highlights the implications of more research being conducted by people who may have less research knowledge, but who have a greater topic understanding (and with the ability to implement results).
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The Implications of Democratising Insights for Research
- 1. The Implications of Democratizing Insights for Research 10 November 2021 Ray Poynter
- 3. Agenda What is ‘Democratizing’ What is happening Looking at the trends Implications Recommendations Q & A
- 4. Democratization More people using research More people creating research
- 5. What is Happening? Non-researchers accessing: • Dashboards • Knowledge management systems • Reports published on the intranet / shared zones • Search engines (internal and external Non-researchers are: • Scripting surveys • Commissioning one-stop solutions, e.g. ad tests, concept tests • Creating online discussions • Collecting video stories • Analysing social media All enabled by the growth in platforms
- 6. The Key Trends • Simple to use, simple to interpret • Fast (from desire to result) • Cheaper • Free at the point of use • Complete solution versus better raw tools • Niches remaining niches
- 7. The Implications? • Most research will be used by non-researchers • Most research will be initiated by non-researchers • Non-researchers are better placed to action the results of research • The median price per project will fall • Speed will usually be more important than quality • There will be errors, but that was always so • Platforms are the great enabler • Platforms will get smarter and more integrated
- 8. Dumbing Down? Racing car photo from https://unsplash.com/@baudy
- 9. The Risks? • Naïve research, naïve interpretations • Errors in design, implementation, or interpretation • Overconfidence
- 10. The Rewards? More use of evidence-based decision making
- 11. Recommendations Insight Teams Become leaders, coaches, advocates, enablers Agencies Focus on what self- serve can’t do Researchers Become an expert, with a T-shape
- 12. Q & A Ray Poynter