Jeffrey Hennings’s #MRX Top Ten – Market Research Is Disparaged, Outlawed and Dead
By Jeffrey Henning & Tamara Barber of Affinnova
Of the 1308 links shared on the #MRX Twitter community in the past 2 weeks, here are the 10 most retweeted:
- The end of “don’t ask, don’t tell” in online survey research? – Gregg Peterson of Market Strategies International, in a guest post for The Survey Geek, recaps a panel discussion with 8 survey panelists at the CASRO Online Research Conference. After calling out the sins of the industry and admitting their own peccadilloes, they impress the audience with their professionalism.
- Harvard Business Review and market research – What do opinion leaders think of our industry? – Edward Appleton highlights two recent criticisms of market research from HBR and suggests seven actions we can take in response, including activating a “rapid rebuttal unit to actively manage media relations.”
- Evolution of advertising vs. survey design – Jon Puleston of GMI shows how ads and presentations have evolved to better serve their audiences, then contrasts the relative lack of improvement of surveys. An inspiring call to arms for crafting better questionnaires!
- Market research is dead. Long live market research! – Nerissa Sardi of Crowd Science writes, “Companies sometimes view market research as a nice-to-have, not an imperative… [Marketing is reinventing itself and] market research must follow suit. Market researchers are in a wonderfully unique position to lead, not just as strategic market storytellers for marketing and product organizations, but also as a bridge across analytics, social media, PR, sales and, most importantly, executive row.”
- Behavioral Economics for market researchers – Ray Poynter provides a wonderful and thorough introduction to Behavioral Economics and raises questions on its ramifications for the state of research today.
- Escaping the commoditization trap – Writing in Research, Chris Dowsett of Quantum reviewed old market research journals and found that the industry has feared commoditization since at least 1996. To keep from becoming a commodity, researchers need to emphasize “strong data points based on a robust research methodology—that will always be valuable to business leaders [making] decisions.” Chris is writing a doctoral dissertation that examines how business leaders perceive the value of market research.
- The GreenBook Research Industry Trends report for spring 2012 is now available! – The latest GRIT report is here and it’s not just a report: check out the interactive dashboard and the infographic, too. Research is constantly improving, and GRIT is as well.
- GRIT finds commodity fears, hopes for change – Brian Tarran of Research magazine connects the dots between GRIT’s study and Chris Dowsett’s editorial, reporting that 58% of agency researchers report market research is becoming a commodity, compared to 43% of client-side researchers.
- Research outlaws – Tom Ewing of BrainJuicer entertains the thought experiment of imagining what market research would look like in a world where it’s illegal to ask consumers questions.
- Results of the BRITE-NYAMA “Marketing Measurement in Transition” study – A study of over 250 corporate marketing decision makers finds:
- Big Data has failed to meet the needs of marketing so far
- Marketers are adopting new digital tools but struggle to measure them
- Marketers recognize the importance of ROI without being able to reach a consensus on what ROI is