Traditional market research is very much like an oil painting. It looks great and can provide color and detail. But it’s almost exclusively affordable to royalty and tends to only capture a single view of the world at a specific time.
On the other hand, research communities are more like video: They capture spontaneous reactions, multiple points of view, and are pretty exciting. And even though paintings can be easily misunderstood without a skilled interpreter around, video communicates clearly. Creating the most comprehensive message requires a trained editor, just like a community leader guiding the research process and reporting. If you are looking for something dynamic and new, look and see what research communities have to offer. And think about donating your beautiful “oil paintings” to a museum.
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