The new internet evolutions (Web 2.0 and beyond) have not yet been truly embedded in the market research process. We introduce the term ‘connected research’ as an embedded form of market research that uses online tools to tap into social interactions between consumers and allows a more equal relationship between researchers and participants in terms of communication as well as content and input. This paper provides an overview of an enhanced toolbox for market research from which practitioners can choose those instruments that provide an enhanced solution for a specific research problem.
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