|Author(s): Carla Mayumi, Fabio Paiva
Collection: Qualitative 2009
Keywords: Web Panel, Market Research Online Communities (MROC)
ESOMAR Best Paper Award 2009/2010
|PDF version (download)|
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Digital technology radically changes the way we build and communicate knowledge. The old pattern of centralized senders and massive receivers is no longer acceptable: “truth” is the consensus of many opinions, with human knowledge following wikipedia rules of collective construction. Since brands are built out of perceptions, their planners have to genuinely engage the way Millennials (those born after the 1980s) think and feel. The Collaboration Panel is an effort to educate corporations on how to interact with this new world, where brands have become the collective result of interactions between consumers, and corporations can no longer be dictators.