Training the next generation
It’s market research, but not as we know it

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Author(s): Mike Cooke, Phyllis MacFarlane
Collection: Congress 2007 - Excellence - Celebrating 60 years
Keywords: Employee Research

ESOMAR Best Paper Award 2007/2008
ESOMAR Congress 2007 Award Winner - Best Case History
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GfK NOP is seeking to develop excellence through the use of Web 2.0 tools on its graduate training programme by adopting a new organisational form known as the 'Community of Practice' approach. It has led us into a world where our avatar has conducted interviews in Second Life and we have used social networks for research purposes.

We believe this approach will produce market researchers who are more attuned to client requirements of the future, and could possibly retain more talent within the industry.



Date of publication: 19.09.2007
ISBN: 92-831-0208-8
Order Code: CON07_06
Number of pages: 18

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