There is an interesting debate happening over at the Nigel Hollis blog in his article ‘Why Listening is not enough’

Nigel makes the point that researchers need to focus on looking for the unexpected and too much emphasis on the future of market research has been placed on passive listening. At the nub of this seems to be what is called by many Market Research 2.0 While it is difficult to pin down a lot of the focus on Market Research 2.0 has been on blogs, social websites, review shopping with market researchers tapping into these networks in order to gain customer insight.

It seems to be (in the New Zealand context anyway) that the 2.0 approach is still in its infancy with few examples of organisations making it work well. Most researchers/clients stick with the tried and tested for one main reason – they are tried and tested!