Crowd interpretation
Are participants the researchers of the future?

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Author(s): Annelies Verhaeghe, Niels Schillewaert, Joeri Van den Bergh, Peter Claeys, Gigi Ilustre
Collection: Congress 2011 - Impact - Research Reloaded
Keywords: Semiotic and Cultural Analysis, Trend Spotting /Watching, Observational Research, Web Panel, Storytelling, Blogs

ESOMAR Congress 2011 Award Nominee - Best Methodological Paper
ESOMAR Congress 2011 Award Nominee - Best Paper Overall
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Research is becoming increasingly a commodity. We see a trend towards DIY research on the client side. Researchers are no longer in the business of data collection or analysis only. The researcher of the future needs to be an insight generator and inspirer. This presentation challenges common premises via the principle of crowd interpretation where research participants instead of researchers are asked to analyze and interpret research data with the goal of generating better insights. Two case studies in cooperation with the VRT and Heinz illustrate findings.



Date of publication: 18.09.2011
ISBN: 92-831-0253-3
Order Code: 59664-10
Number of pages: 12

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