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Monday, 30 November 2015

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The disruptive technology challenge


This is a really interesting article. As for the "does it matter?", the question for the users of "instant research" is "is this representative of all of our users?". However, the context of the collection is also an issue. For those using social media technologies such as Twitter, the data is in the public domain, so there's a PR angle to consider. This isn't there on a privately collected Customer Satisfaction Survey. I think the challenge for the MR industry is to compete with these newer technologies on the turnaround times on delivery of data. It's also important that in selling our services we point out the differences between unrepresentative reactive technologies and representative data. Both have a useful role to play for our clients, but distinguishing between "apples and oranges" and concentrating on the quality/reliability of data could be our focus. It's great that these challenges keep us on our toes, but clearly stating that "new" may not be "better" does need to be said too.

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