Emiel van Wegen makes the point in  Market Research 2.0 — the companies who do, and who don’t… that none of the big global research agencies seem to be involved in Market Research 2.0 while small niche players and large corporates like BBC, easyJet, Unilever and Coca-Cola are actively involved.

It is a worthwhile question, I can only surmise that the large players prefer to stick to their tested methodologys and off the shelves solutions and do not have the dynamism or ability to innovate into these areas. Also, many of the concepts behind Market Research 2.0 are still evolving and are pretty abstract. Not an easy thing to roll out through a global multi-national.