General Online Research 2011

March 14-16, 2011, Heinrich-Heine University of Düsseldorf


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Session Overview

Panel Discussion: From Hype to Game Changer - Does Social Media turn the Research World upside-down?

Time: Wednesday, 16/Mar/2011: 3:15pm - 4:15pm
Session Chair: Holger Geißler


Panel Discussion: From Hype to Game Changer - Does Social Media turn the Research World upside-down?

Holger Geißler, Matthias Fank, Wolfgang G. Gibowski, Steffen Hück, Christoph Stratmann, George Terhanian


Is this the beginning of the end of the market research as we know it?

More and more people refuse to participate in surveys – even in online surveys. Response rates in market research in western countries decreased strongly in the last twenty years. On the other hand, several studies point out, that worldwide online consumers spending more time on social networking sites such as Facebook than on email – and share information via the web that is much more intimate and confidential than survey data will ever be.

Methodological research tools like Co-Creation or ethnography appear to be next hip thing in market research – but does they have the potential to be more as a “Hip Thing”? How does data picked-up in Social Networks refer to the real world? How about representiveness and interpolation of findings that are based on information collected in the Social Web?

Members of the Panel:

• Prof. Dr. Matthias Fank, Infospeed, FH Köln

• Wolfgang G. Gibowski

• Steffen Hück, Project Manager Innovation Research, Hyve

• Christoph Stratmann, Research Consultant, Gfk Marktforschung

• George Terhanian, President, North America und Group Chief Strategy Officer, Toluna

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Conference: GOR 2011
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