Columinate walked away with two awards at the recent Southern African Marketing Research (SAMRA) conference held at the Spier Estate in Stellenbosch last week.
At the gala dinner on Friday 29 May 2009, Columinate co-founder Henk Pretorius won both the Best First Time Speaker and Best Overall Paper for his paper entitled Research 2.5: Ceding control to consumers as co-researchers.
The theme of this year's conference was “Building on 30 years of SAMRA conference: industry advances, innovation and insights required in the next 10 years”. Henk's paper looked at how recent web developments are promising to drive changes to the research industry. In the paper he examined the research world's response to the Web 2.0 phenomenon under the label of “Research 2.0”. One of the implications of these new research approaches is an increased collaboration between researchers and participants. Drawing on recent literature in the area of collective innovation and by employing a new web research platform in an empirical illustration, the paper explored the merits of a “co-creative” approach to research, where participants help shape the research process.
He concluded that this framework can broaden the researcher's understanding of the research issues and improve the experience of respondents. The implications of the findings for all stakeholders in the research process were discussed along with suggestions for further research. The full paper is available from .
About Columinate Collaborate + Illuminate = Columinate
Columinate is an online marketing research company that specialises in traditional and new online research approaches.
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