Date post: | 20-Aug-2015 |
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WHERE BOTH ENDS MEET
A collaborative approach to developing the digital
research agenda
Sarah Quinton and Ana Isabel Canhoto
Senior Lecturers Marketing
Oxford Brookes University
• Transformative for social science ‘as Galileo’s telescope was for the physical sciences’ (Baker, 2009)
• Allows practitioners to ‘feel the heartbeat of today’s society’ (Casteleyn, Mottart et al., 2009, p. 439)
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Impact of digital
Quinton and Canhoto (2014)
‘What are the research priorities of academics and practitioners working in the digital arena?’
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Research question
Quinton and Canhoto (2014)
• Growing gap between marketing practitioners and academics (Hughes et al., 2008; Tapp, 2004)
• Increasing pressure for universities and industry to collaborate
• Government funding (Berman, 2008)
• Commercial organisations may have better data, technology or techniques
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A collaborative approach
Quinton and Canhoto (2014)
• Very different goals, capabilities and epistemological stances (Bansal, et al., 2012)
• Exploratory study with practitioners and academics
• Group discussions to stimulate new ideas and concepts for further research (Finch and Lewis, 2003)
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Bridging, not closing, the gap
Quinton and Canhoto (2014)
Workshop 1: Working together
“…showcasing and sharing the latest in digital research practice, helping to set the agenda for tomorrow”.
6Quinton and Canhoto (2014)
Industry and Academic approach problems with different frames of mind:
“We don't know what we don't know and that's where it is useful to have partnerships with universities because they think laterally and not about solving specific problems.”
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Benefits of cooperation
Quinton and Canhoto (2014)
• Great research done by business but not known by (or considered) by academics because it is not peer-reviewed
• Great research done by
academia but
behind paid walls
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Awareness
Quinton and Canhoto (2014)
It’s not (just) about the money: Collaboration requires right environment• Google staff spend time
researching and experimenting
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Role of context
Quinton and Canhoto (2014)
Workshop 2: Developing the agenda
10Quinton and Canhoto (2014)
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Structure
• 3 x Interventions by practitioners & academics
Quinton and Canhoto (2014)
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Structure
• Group discussions• ID of themes
Quinton and Canhoto (2014)
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Topics identified
About digital – relevance to different
subject areas
Beyond digital-
implications for business and society
Being digital-
citizens in a digital world
Using digital - methods
and models for research
in digital
Quinton and Canhoto (2014)
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Limitations and moving forward
• Small sample• ‘Digital friendly’ sample• Application of themes for
marketing practitioners?
• Hub: http://oxforddigitalresearch.com
Quinton and Canhoto (2014)
WHERE BOTH ENDS MEET
A collaborative approach to developing the digital
research agenda
Sarah Quinton and Ana Isabel Canhoto
Senior Lecturers Marketing
Oxford Brookes University