Re: Tribes - Are they the future of online qualitative research?

I think Seth Godin eloquently captures where qualitative research, and many other like-minded groups, are heading. I agree that the concept of the king awarding gifts to the masses is being rejected. People are looking to engage with colleagues, vendors, and clients who share the same sense of purpose, fullfillment, and awareness, not have process and method dictated to them.

In a tribe each individual contributes through their own unique skills, talents, and personality to the success of the tribe. This is much more rewarding for both the individual and the tribe. I think the model fits with qualitative research. Research tools and environments need to allow the researcher to bring not only standard practice but unique talents and insights to a project. The members of the tribe can define how they perform their individual tasks.

Communities can be a structure leveraged by the tribe. They can facilitate communication, sharing, and opportunity. Communities can support the desire the tribe has to learn and through the lessons learned create positive change. I think it is important that every member of the tribe has opportunities to have their voice heard and I think communities are capable of providing that vehicle.

Re: Tribes - Are they the future of online qualitative research?

I would definitely suggest/recommend the book! It is a great and really quick read.
Seth is a pretty powerful voice and I actually had the opportunity of meeting him when we ran into each other close to Chelsea Market in NY. Great guy!!

More than anything, I think Seth is the man at putting a defining statement or application to core concepts we do not normally think about. To me, Tribes are the way "business" is transitioning. Very few industries have players that offer services or products that are truly unique. Therefor the companies we work with, the people we hire and the products we buy are based on more than pure product/service differentiation. We partner with companies and people we like to work with, we buy from companies we trust and we do business with people we like being around.

Another aspect that will fuel this transition toward the Tribe approach is the changing generational workforce. As the GenY/Millennial segments start to penetrate and saturate the workforce, these non-product/service specific attributes are increasingly important. GenY communicates in new ways hence the evolution of branded online communities, social research etc. With these changes in the marketplace, market research will evolve as well.

Great food for thought Theresa!!