Current research formats – from Online, Zoom to Analytics have rapidly established as valid research tools – to understand, reach and motivate people as citizens or customers, organizations and markets. The way people communicate with each other becomes the way we also do with them.
The point here is our own motivations to do so. The research formats provide a feeling of “being connected”, of acting in co-movement, of belonging in keeping up with the times, sharing the times, sharing this “zest of life”. This makes research and the process of doing research “contemporary” and relevant.
These research methods also create a story, a driving image of how products, services or organizations in the way they do things feel lively and “on track”.
This goes beyond the objectives to understand what’s going on “out there” to address customers successfully.