Jul 162014

Sometimes when I run a workshop or training session people want detail, they want practical information about how to do stuff. However, there are times when what people want is a big picture, a method of orientating themselves in the context of the changing landscape around them. Tomorrow I am running a workshop for #JMRX in Tokyo and we are looking at emerging techniques, communities, and social media research – so a big picture is going to be really useful to help give an overview of the detail, and to help people see where things like gamification, big data, and communities all fit.

So, here is my Big Picture of NewMR (click on it to see it full size), and I’d love to hear your thought and suggestions.

Big Picture

The Big Picture has five elements

The heart of the message is that we have reached an understanding that surveys won’t/can’t give us the answers to many of the things we are interested in. People’s memories are not good enough, many decision are automatic and opposed to thought through, and most decision are more emotion that fact. Change is needed, and the case for this has been growing over the last few years.

The four shapes around the centre are different strands that seek to address the survey problem.

In the top left we have big data and social media data, moving away from working with respondents, collecting observations of what people say and do, and using that to build analyses and predictive models.

In the top right we have a battery of new ways of working with respondents to find out why they do things, going beyond asking them survey questions.

In the bottom left we have communities, which I take as a metaphor for working with customers, co-creating, crowdsourcing, treating customers and insiders, not just users.

The bottom right combines elements from the other three. ‘In the moment’ is perhaps, currently, the hottest thing in market research. Combining the ability to watch and record what people do, with interacting with them to explore why and what they would do the options changed.

So, that is my big picture. Does it work for you? What would you add, change, delete, or tweak?