Tagging as research tool

Research shows that people are getting more active on the internet as ‘prosumers’. This challenges traditional market research in a profound way. How to get rich data from your consumers in a digital world? New methods are developed to do user research. Ruigrok Netpanel runs an interesting pilot where participants can tag products.

If we believe Ruigrok, tagging is not only a way to organise your information, it can also be a powerful tool to get feedback from consumers or prosumers (producers cum consumers) on your products. Today Marja Ruigrok presented their first demo of a ‘tagging research tool’ at the 2007 Marketing Information Event.

Do reseach where your public is at!

According to research Ruigrok conducted, we can find 83% of the Dutch society on the internet; 49% is 2-3 hours online per dy; 1 out of 10 has a weblog, mostly for fun; 51% is co-creating on the internet of which uploading photo’s is the most popular. An important motive for people to do this is that they participate in a creative process. Not very surprising the biggest group active in co-creation are young people under 35.

So, co-creation is an important tool to get a dialogue with your consumer, especially the ones under 35. Ruigrok also calls it research 2.0. It includes that:

  • research is no longer a one way street but a 2-way street
  • respondents are now to be called participants
  • researh is getting more qualitative
  • consumers want to be taken serious; if they are willing to participate in your research, you have to make sure that those few minutes are fun
  • new techniques will enable participants to interact with the researchers in a new way


Inspired by 2.0 application Fleck, Ruigrok decided to do a pilot with tagging. The idea is simple, participants can tag for example websites by placing colored tags and comment on it. This can be done alone or in a group process, moderated by a researcher.

A first pilot showed that the data was comparable with their more traditional quantative and qualitative methods. MindMe/MyMind, as one of the participants of the workshop suggested as name for the new research tool, showed that this method could get open response, quick feedback, easy to analyze, visual attractive and fun for the participants.

One of the challenges for the Images for the Future team is how to develop services together with the public it is meant for. This shows that people want to participate & co-create. But, if they do it has to be fun, an experience itself. Only than you will have full attention and feedback.

Research by Ruigrok (Dutch)

Presentation web2.0 @ NextWeb by Ruigrok

This entry was posted by Nikki Timmermans on Tuesday, November 6th 2007