Opening a new thread in a discussion forum without having checked if the topic already has been treated will instantly uncover you to be a newbie and upset other forum users.
Likewise consumers will react if companies start surveying without having checked existing conversations. Market Researchers, thus, must rethink their techniques and take into consideration existing information. They must not start from scratch and ask boring questions that were answered long ago. Market Researchers must be part of the discussion, adopt the language of (prospective) customers, and engage in a dialogue.
Research teams therefore need people who participate in conversations and get sensitive for the word that spreads. They must look out for trends, weak signals, and understand the core of discussions. This ongoing process takes time. Ambitious companies rather start now even if they don’t now exactly what they are heading for.