ResearchTalk

Beware: Video NOT office safe.

Filed under ‘I’ve had enough and I’m not taking it any more’, this is a video from someone who’s a bit hacked off with his Apple Mac.

So where’s the value to researchers in all of this? After all, surely it’s an embarrassment that marketers/PR folks need to deal with directly. Moreover, researchers are there to identify consensus opinion, since we’re all told that loud voices in e.g. a focus group can overwhelm other voices and so give a distorted view of consumer perceptions.

But that’s where the Internet’s different. Loud voices such as our friend above don’t quell others around him. If nothing else, they encourage free and open expression. The reality is, social media sites such as YouTube, Digg, blogs, podcasts, etc. are a great source of information for researchers because loud voices like this become a dynamic focal point or hub for opinion and conversation. At the time of writing, there were 133 comments linked to this video. Read those and you get a deeper take on what consumers think. In short, you don’t just get one opinion, you get many more.

Many more voices that are arguably more authentic and passionate than those gathered through traditional survey techniques. It’s the way the industry needs to go. Plus, I can’t see ‘respondent co-operation’ becoming an issue any time soon, can you?

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