Recently we did some research about the way research companies are using Web 2.0.

In case you didn’t know yet: Web 2.0 is an umbrella for a variety of new online technologies that provide a software-like experience to Internet users, online applications such as social media, blogs and much more. But in the first place it’s an evolution whereby people, and thus customers, get a voice through these applications.

An ideal solution for research companies it seems. And indeed it is. Although we’ve learned in some conversations about the topic that not all research companies use it in the best possible way.

Some research companies amazingly don’t use it all. Many companies that use Web 2.0 only use it in a limited way. They only take advantage of a limited amount of tools and platforms such as blogs and social networks. More recent Web 2.0 applications are used less. This is normal: the first Web 2.0 applications are the most adopted by companies.

Forrester Research did a survey quite a while ago titled “Will Web 2.0 Transform Market Research?”. The company concludes that it will but that the high costs will make it happen mainly in large companies. Forrester Research also foresees the raise of ‘Market Research online communities’ (MROCs). But, as we discovered, market research 2.0 is more than that.

What is market research 2.0?

It gives a more central place to the participants than to the researchers and thus it is more about a personal conversation. Also the conversations and interaction between the participants are often observed and analyzed.

It’s also an evolution in which online media and technologies play and will play an increasing role. Think about co-creation, user-generated brainstorm sessions and applications such as widgets that can be implemented across social networks and blogs.

The networking phenomenon plays a big role in market research 2.0 too: creating conversations between participants and panels on one hand and companies on the other hand but also following conversations between participants themselves. And finally monitoring social networking tools and blogs.

When talking to some research companies we heard great examples of how they use Web 2.0 in consumer research. They were often cross-channel and based on scenarios that used a variety of media and tools, including SMS, Twitter, chats, webcams and so on. So it seems the possibilities are endless.

Will market research 2.0 replace the traditional approach? According to most industry experts we spoke with not: focus groups and panels are still key. But online becomes increasingly important, as well in the collection of data, the interaction with the participant as the way the research is set up: cross-channel and scenario-based. Most experts also see market research 2.0 as complementary and especially fit for some target groups such as younger consumers.

Conclusion? It’s about getting the right mix, getting social and being participant-centric. Or about getting more personal.

And…understanding the tools and being inventive to create the best scenarios for the target groups and purpose of the research.

Arne De Wit is a writer for the Marketing Advisor blog.

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