Leverage the Intelligence of Networks

Network IntelligenceNormally when I think about market research, I think about insights generated by individuals or teams working together within an organization or in collaboration across several organizations working in partnership.

However, there is a newer concept of knowledge which has begun to change my thinking.  That concept is called Network Intelligence (NI).

The basic idea of NI is that individuals contribute not just their own knowledge, but also the knowledge of their social network; further, this knowledge can be leveraged across organizational boundaries.

The idea of Network Intelligence, which has come to prominence as technology has made it easier for individuals to share ideas with their global networks, poses a challenge to the traditional conceptualization of insight generation and analysis as proprietary and tightly-controlled.

I’ve begun thinking more and more about how NI can be applied in many different market research scenarios.  There is a white paper which has helped  me with that thought process: “Network Intelligence: The Source of True Innovation,” from the good folks at IdeaScale.  I strongly encourage you to check it out.

Network Intelligence: The Source of True Innovation

Click this link to check out the white paper.

What do you think about the idea of Network Intelligence in market research? What are some ways it might be applied? Please share your thoughts in the comments section below.

About Dana Stanley

Dana is the Editor-in-Chief of Research Access.

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