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The Future of Market Research

Dana Stanley — Thu, 15 Dec 2011 15:57:14 +0000

As anticipated, it was a fascinating and thought-provoking discussion yesterday in the Market Research Trends 2012 webinar. There were over 40 people in attendance live, and there were many interesting questions submitted by the audience.

The discussion featured Lenny Murphy, editor of the GreenBook Blog, and Romi Mahajan, CMO of Metavana (Vivek Bhaskaran, CEO of Survey Analytics was not able to attend at the last minute). The discussion was ably moderated by Ivana Taylor of DIY Marketers.

If you weren’t able to make the webinar, here’s just a sampling of what you missed:

Gamification

Lenny said gamification is a challenge to the way market researchers currently think but that companies out the space are successfully employing game principles to their industries. Romi said it’s possible to do gamification very well or very badly. Using a sweepstakes as an incentive to participate in a survey panel is an example of gamification done poorly.

Consumerization

Romi described consumerization as the tail wagging the dog. Instead of companies mandating how their employees or customers will behave, now the process has been inverted, and the customers hold the power. Lenny said consumers increasingly own their own data and will choose with whom to share it and on what terms.

Network Intelligence

Lenny described network intelligence as an opportunity to make predictive sense of the zettabytes of data available today. Romi added it is an opportunity to stop thinking of your limited network, for example, your company’s direct employees, and rather think about the networks to which they belong and how to start bringing that intelligence to bear. He cited the involvement of 4 separate companies in the current webinar as a good example of leveraging network intelligence.

Social Monitoring

Romi described the geometric expansion in the amount of data available about brands, companies and individuals. He painted the picture of a future where each of us has a brand equity ticker measuring the sentiment expressed about us on the web. Lenny described social monitoring as a way to get to the great untapped pool of information proliferating online.

Panel Communities

Lenny described panel communities as the great compromise between the traditional online panel model and the highly interactive online community model. He described it as involving a greater investment on both sides – the research company and the consumer. Romi urged looking at constant feedback instead of episodic interaction.

User Experience

Lenny said that since consumers have the power to choose where to go easily, a substandard user experience is no longer going to cut it. He said that market research traditionally has not been designed with consumer experience in mind. Romi underscored how easy it is for consumers to opt out and gave an example showing how user experience can be extremely powerful in either a negative or a positive way.

Mobile Sampling and Ethnography

Lenny indicated that the impact of mobile cannot be overstated and that emerging markets are leapfrogging the PC experience entirely. He said the app model structurally builds in consumer consent to share and receive information. Romi said the greatest power of mobile – more than convenience – is that is allows us contact with the consumer in situ.

Q&A

The question-and-answer session was the best part of the event. Don’t miss it!

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Now We Have Smartphones; Shouldn’t We Try to Be Smarter about Surveys?

Dana Stanley — Wed, 16 Nov 2011 21:31:47 +0000

This is a presentation from Survey Analytics‘ President, Andrew Jeavons, from the Market Research in the Mobile World Conference in Atlanta in July 2011.

(By the way, it’s pronounced JEH-vons, not JEE-vons, as Andrew explains in the video…)

Andrew presented guidelines for conducting mobile surveys, and he made suggestions for adapting Net Promoter Scores (NPS) in a mobile survey environment.

Enjoy!

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Applied Crowdsourcing with Dr. Leslie Fine of Crowdcast (VIDEO)

Joshua Hoffman — Thu, 11 Nov 2010 17:19:51 +0000

This week at Enterprise 2.0, we had a chance to catch up with Dr. Leslie Fine, Chief Scientist of Crowdcast. Crowdcast is essentially an internally-focused market research tool that leverages a crowdsourcing approach to gain insight into the collective intelligence of your employees. In other words, employees can vote on questions posed by others in the organization. (“When will we be ready to ship our product?”, “Will we hit our sales goal?”, etc.)

Leslie was kind enough to walk us through a demo of Crowdcast. Check it out.
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Breaking Down Data Silos with Ross Mayfield of Socialtext (VIDEO)

Joshua Hoffman — Wed, 10 Nov 2010 15:15:27 +0000

As we’ve walked around the show floor at Enterprise 2.0 this week, a few clear themes are emerging: activity streams, adding social layers to business processes, and breaking down data silos. Standing at the intersection of these themes, we found Ross Mayfield, President and Co-Founder of Socialtext.

We had the opportunity to sit down with Ross for a quick discussion about Socialtext, and how it’s surfacing data and breaking down silos within an enterprise organization using social tools. Here’s what he had to say.
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Bringing an Online Experience to the Offline World (VIDEO)

Joshua Hoffman — Tue, 09 Nov 2010 15:43:59 +0000

Few things have changed the way we behave as a culture over the past several decades as dramatically as mobile devices. Now nearly ubiquitous, Internet-connected mobile devices (smartphones in particular) conveniently place the entire world in our pockets, not only keeping us connected with our family, friends and peers, but keeping us connected to the world at large and the information and experiences it has to offer.

One thing that hasn’t changed much, though, despite conventional wisdom, is how we shop. While e-commerce has certainly created substantial change, 90% of retail commerce continues to occur in a physical store, where consumers don’t enjoy the level of personalization they’ve come to expect, and brands and retailers can’t benefit from what they’ve come to learn about their customers. But it looks like that may be about to change.
Continue reading Bringing an Online Experience to the Offline World (VIDEO)

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An Introduction to Choice-Based Conjoint

Joshua Hoffman — Thu, 14 Oct 2010 17:37:13 +0000

Choice-Based Conjoint is the most popular conjoint technique used in market research today, and for good reason. Yet, if you’re new to market research, it may be a relatively new concept to you. In order to help overcome this hurdle, Research Access contributor Nico Peruzzi has put together this extremely helpful introductory video, which in under 10 minutes, provides a recent history of choice-based conjoint, discusses things end-users of conjoint need to be aware of when planning a conjoint project, and introduces the latest conjoint method called Adaptive Choice-Based Conjoint.

Our thanks to Nico for this particularly valuable contribution benefiting those who are just beginning their market research education. For an overview of the Conjoint concept in general, as well as background information on a variety of other market research concepts and techniques, be sure to check ou the Resources section of Nico’s website.

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Interview with Bev Godwin of the US General Services Administration

Joshua Hoffman — Thu, 09 Sep 2010 16:43:43 +0000

Continuing our series of interviews from the Government 2.0 Summit, we spoke with Bev Godwin, Director of New Media and Citizen Engagement for the US General Services Administration (found on Twitter at twitter.com/govnewmedia). Bev sat down to talk with us about ways the GSA is providing new social media-based research and feedback tools to agencies throughout the Federal government to improve the governments connection with the public. She also introduced us to Challenge.gov, a new initiative that allows the public to participate in solving challenges facing the government.

(If you are receiving this post via e-mail or RSS, be sure to click through to the Web version to view the embedded video.)

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Interview with Haley VanDyck – Director of Citizen Engagement, FCC

Joshua Hoffman — Wed, 08 Sep 2010 15:47:07 +0000

Continuing our series of interview from the Government 2.0 Summit, we sat down with Haley VanDyck. Haley is the Director of Citizen Engagement for the Federal Communications Commission, and she spoke with us about ways that the FCC is using social media technologies like crowdsourcing to engage with citizens and collect public comments on new regulation (see the Broadband.gov IdeaScale instance for an example).

(If you are receiving this post via e-mail or RSS, be sure to click through to the Web version to view the embedded video.)

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Interview with Andrew Hoppin – CIO of the New York State Senate

Joshua Hoffman — Tue, 07 Sep 2010 19:29:25 +0000

At this week’s Government 2.0 Summit, we sat down with Andrew Hoppin, CIO of the New York State Senate, to discuss new ways that governments are engaging with the citizenry. Andrew talks with us about how the New York State Senate is adopting open data frameworks and social media tools, the challenges and opportunities that presents, and the direction his office is taking over the coming year to further engage the public.

(If you are receiving this post via e-mail or RSS, be sure to click through to the Web version to view the embedded video.)

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Research TV : Interview with Tim ‘O Conner – Ashworth College

Vivek Bhaskaran — Wed, 04 Aug 2010 08:00:00 +0000

I met up with Tim a few weeks ago and probed him on his views on integrated marketing, data collection and market research. Tim is one of the few CMO’s with very hands on practical knowledge and can talk to you about brand development as well as regression analysis to determine how to hire sales staff.

He had a very interesting story on how he use regression analysis to determine what attributes are needed for sales staff – he knew who his top performers were and he used a quick survey to determine the factors!

Interview embeded below (if you are on RSS or Email – please click on the link to view the Video)

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