No, it's not about Kanye West or, for old schoolers, Col. Steve Austin. It's faster, better, stronger consumer research.
Hat tip to Sue LaBarbera who forwarded an article (PDF) about building a better research platofrm using "the tools of web 2.0." According to Sue:
“Quantilitative” research is what Andrew Piece [Senior Partner at Prophet Research] coins this integrated, web-based approach to gaining valuable insights in an effective and efficient manner.
Hopefully, the coin on this term is worth more than the US dollar. Either way, the article describes uses of online tools to engage customers in online brainstorming, concept testing, and product design with an eye toward the more traditional purposes of research:
...yield[ing] deeper, more impactful insights about the who, what, when, where, why and how about their customers and brands.
A key point of the article is the ability of the online methods and tools to obtain these insights in a rapid, iterative, learn-as-you-go manner... without, one presumes, a $6million dollar pricetag!
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This approach also helps build or enhance your engagement with the customer. To me, it's a win-win for many of the brands we work with.
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