Last week, we hosted our continuing series of client symposiums in the Big Apple. Research and insight clients, representing a broad range of industry verticals attended, joined by David Rothstein and our senior level client service team.

This year’s symposium, as last year’s, was moderated and skillfully led by Tim Key of Cambiar. There was an open exchange and discussion of the nature of the changes they are experiencing in the research process. The focus was aimed at the role of “market research” as business enterprises adapt to and attempt to harness the opportunities driven by the dramatic impacts of social media and analytic technologies.

To kick off the morning and get our brains engaged, Tim asked the group to offer a one word description they felt best captured the essence of the new, emerging role of research. Here is how the mixed group of client and RTi team attendees chose to characterize the changes:

The collective sense is that we are in the midst of an accelerating revolution that is demanding of not only our time but also, more importantly, our sense of adventure, curiosity, and creative thinking.

The belief is that the technology and social media changes are creating a more complex business environment. At the same time, our attendees also see that as changes unfold, the new complexities bring opportunities for those that are able to see them.

Reflected in the words chosen, and the discussions that followed, there is also the recognition that new cross-platform, hybrid teams and more diverse relationships are a must to efficiently shape and implement the initiatives needed.

We invite you to log in for more on the nature of the changing role of research and implications in our next blog.