GreenBook Blog provides original insight into the challenges faced by the market research industry today. Contributors from both sides of the table share their expertise and offer unique perspectives on a wide variety of issues, both strategic and tactical.
While Agile Research and Customer Co-Creation currently represent only a fraction of current MR revenue, they are clearly aligned with 21st century product development principles of collaboration and iterative, rapid development.
In his new book, The Zero Marginal Cost Society, Jeremy Rifkin argues that capitalism's own "extreme productivity" is speeding it toward its next iteration, a decentralized market economy operating globally in the online "collaborative commons."
Although there are some uses of crowdsourcing within market research, much of the most interesting work is being done in other fields, which opens up an exciting opportunity for market research to learn and adapt from successful models in other sectors.