Jeffrey Henning’s MRX Top 10: Perspectives on the Value of MR and Data (Social, Big, Gamified)
By Jeffrey Henning & Tamara Barber
There’s now ample opportunity to stay on top of what the market research community is saying in the Twitter-sphere. In addition to our weekly coverage on the top #MRX tweets of the week on the Innovation Evolved blog, we’ll be doing a top-ten recap every two weeks right here on GreenBook.
Of the more than 1,000 unique links shared on the Twitter #MRX community last week, here are the Top Ten most retweeted:
- Getting the Story Straight – Dan Kvistbo of Norstat, in an editorial for Research magazine, worries “that we are in effect discursively constructing a new research paradigm that doesn’t have substantial warrant in the real world. We’ve gone from insisting on sound methodological approaches towards simply ‘delivering insight’ or ‘telling compelling stories’.” Check out the extensive comments as well.
- Changing Market Research Perceptions, One E-book At A Time – Kathryn Korostoff of Research Rockstar has written “Think Outside the Survey”, looking at 14 alternatives to traditional surveys and focus groups. Trying to justify why you need to look beyond conventional techniques for your next project? Kathryn has your back.
- 5 Companies That Are Using Big Data & Gamification To Disrupt Market Research – Lenny Murphy, over on the GreenBook Blog, profiles five companies that he sees transforming research: IBM, Wayin, Research Through Gaming, PartingGift and Stylitics.
- What’s It Worth? – Tim Philips has written the most detailed treatment yet of MR ROI for Research magazine, with great quotes and commentary from a host of industry luminaries, including Richard Evensen of Forrester, Stan Sthanunathan of Coca-Cola, Kathryn Korostoff of Research Rockstar, Simon Kendrick of Essential Research, Alistair Gordon of Gordon & McCallum and Vanella Jackson of Hall & Partners.
- Building Engagement in 140 Characters or Less – Kristen Garvey of CMB describes the results of a joint study that CMB and Constant Contact conducted, “10 Quick Facts You Should Know About Consumer Behavior on Twitter”. Their survey of 1,500 Americans reveals that 75% of consumers have never “un-followed” a brand on Twitter, a third are interacting with brands more this year than last and nearly half have been tweeting for less than a year. The e-book is worth reading.
- HP Tests Predictive Capabilities of Social Media Data – HP has completed a pilot project, dubbed “Project Fusion”, in which it merged social data with internal company data to better predict customer behavior. The process involved using a proprietary text-analytics technology to bring structure to unstructured data (social media, Amazon reviews, customer surveys), after which the data was mined together with more typical customer data.
- What Facebook Thinks About Market Research – Tom Ewing recaps Esomar 3D’s session with Sean Bruich, Facebook’s head of measurement. The article offers insights into Facebook’s perspective on research, including the goals of Facebook research, the three kinds of data that Sean uses to accomplish these goals, and the company’s views on text analytics.
- What the Foucault? Uses and Misuses of Social Media Research – Tom Ewing also provided his summary of presentations by Ray Poynter, Gregor Jawecki, and Annie Pettit – all on the topic of the good, the bad, and the ugly of social media research.
- Should Research Agencies Be Paid for the Value of Their Insights? – Client-side researcher Edward Appleton outlines his personal perspectives on whether or not market research agencies should be compensated for performance. He wonders “if the debate over ROI for research is a productive one” and suggests that value perception is perhaps a more relevant context for understanding the cost drivers in the industry.
- Conflicting Data in Online Surveys: The Rorschach Test of Market Research – In Quirks’ Research Industry Voices blog, Lev Mazin of Ask Your Target Market discusses strategies for obtaining more accurate data when surveying two notoriously tricky topics: brand preference and price sensitivity.