Alan Hathaway from Discovery has identified the growing significance of ‘outer circles’ – people who we ‘meet’ on-line via twitter, through gaming and other social media connections.

Talking at the AQR’s Qualfest Alan was reporting on young people’s behaviour, but I believe oldies have inner and outer spheres of influence too.

Researchers are going to need to develop ways to explore the ever-increasing circles in our lives through bespoke methodologies, so that we can understand the importance of social influence and the outer circle. This will help us unlock how our ‘herd’ behaviour is developing and who we look to for ‘social proof’ (telling us what to think and do…)

I can envisage a great project taking 10 teens and young adults, 10 established adults in their 30s and 10 45-60s and mapping their inner and outer circles to see who is and isn’t influencing their world…

If this is relevant for your brand or organisation – do get in touch!