Looking Ahead: Odds and Ends

I want to draw your attention to a recent post over at the GreenBook Blog, which has a great round-up of all of the market research industry predictions for 2011 that are floating around (ours among them, which is quite an honor for us!)

Also among them is a post by Tom Ewing of Kantar Operations entitled “The Future of Research: 10 Odd Ideas.” Tom has some great ideas here! Among them:

2. Social Meteorology: What then of social media? We’re already seeing the metaphor appearing of social networks and communities as a kind of weather system of human attitudes and feeling. Studying this highly complex weather system (and mapping it, since social-local doesn’t map to geographic local) – with the ultimate aim of learning to navigate and predict it – will be a preoccupation of marketers, researchers, academics and quite possibly politicians in the 10s.

Also particularly interesting:

6. Spontaneous surveys: The rest of us might find ourselves faced with authorless surveys. If we can be served ads based on our searches and interests, why not questions? Researchers will be thinking in terms of short, highly modular questions anyway – release those as streams of individual attitudinal questions and let Google serve them individually. Eventually it might auto-generate its own questions and let you buy “information terms” like you buy ad words.

I really enjoy Tom’s line of thinking here, so as we wrap up our predictions series for 2011, I wanted to be sure that you included them in your reading as well.

So before our last predictions post tomorrow, December 31st, 2010, what are we missing? Any predictions you’ve seen that we haven’t covered? Be sure to throw your two cents into the comments, or find us on Twitter at @researchaccess.

Read more:
GreenBook Blog: Looking Back & Looking Ahead
The Future of Research: 10 Odd Ideas

About Joshua Hoffman

Joshua Hoffman is Technology Specialist at Microsoft and a frequent contributor to Research Access.


  1. Hi – thanks so much for the link! Just thought I’d say that
    that set of ideas are actually from 2010 (though were designed to
    be long-range, so still mostly applicable now) – my 2011 post is up
    now though here:

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