Here at Future of Insight we’ve been spending a lot of time recently discussing the evolutionary stages of market research.

For a complementary perspective, I recommend watching the following interview with Simon Chadwick:

http://www.youtube.com/watch?v=6clSVeVhU_c

Our views are very similar.

While much of the industry as it is currently defined is still in the “Asking Epoch” defined by the survey, we are entering the “Listening Epoch” defined by observational analytics (social media “lifestreaming”, MROCs, co-creation, etc.)

And, beyond this new research epoch is the “Simulation Epoch” defined by mass simulation gaming, prediction markets, MROC Delphin panels and strategic foresight.

Simon outlines the transition from the Asking Epoch to the Listening Epoch nicely.