Jeffrey Henning’s #MRX Top 10: Creatives vs. Researchers, Behavior vs. Reason, and Data vs. Decisions
Of the 1,598 unique links shared by the Twitter #MRX community in the past two weeks, here are the top ten most influential.
- An end to old struggles – Joe Fernandez of Research argues that the tough economic climate is forcing creatives and researchers to set aside their differences and work together. Sarah Druce of the creative agency MARS Y&R says, ““It’s frustrating when great creative concepts fall at the research stage, often because quant doesn’t deliver the requisite depth and qual often means a disproportionately loud voice from a small group.” James Russo of The Nielsen Company counters with “Viewers respond to ads that make a connection, and prefer when this connection satisfies their needs. Today’s advertisers would do well to create ads that engage audiences using insight as a focal point to realizing this.” Joe concludes his article with a case study on how Coca-Cola used global market research to inform its “Reasons to Believe” campaign.
- 4 common myths about human decision making – Neal Cole discusses four myths that have been exposed by Behavioral Economics: Prices are determined by supply and demand; people are mainly influenced by a brand or product before they take action; people have clear preferences and know what they want; consumers like to act independently of each other and express their individual preferences.
- Top ten tips for getting the most out of mobile market research – Joe Fernandez shares 10 “principles of the mobile revolution”, from “Don’t get fixated on technology” to “Forget what you know about online survey design” to “You’ll never totally crack mobile” – because it’s always changing.
- Why too much data disables your decision making – This article implies that gathering additional information leads to worse decision making, yet the 14-year old study used suffers from instrument bias – introduced by “price” anchoring. Make sure to read the comments for a more thorough discussion.
- ConfirmIt buys MarketTools’ CustomerSat – TPG Capital has completed its divestment of MarketTools: after selling Zoomerang, ZoomPanel and TrueSample to SurveyMonkey (the initial impetus for the deal) and the MarketTools consulting group to MetrixLab, it has sold the CustomerSat enterprise feedback management software to ConfirmIt.
- How Bad Surveys Can Turn Respondents Off – Michaela Mora of Relevant Insights critiques a recent survey she was invited to take, highlighting eight problems that led her to think less of the sponsor. The overarching mistake: forgetting that a survey takes place in the context of a business relationship, and can make that relationship worse.
- What is this thing called “insight”? – Edward Appleton describes an insight as having three characteristics: “1. An insight is invariably below the surface. It isn’t immediately visible or apparent. 2. An insight isn’t already common knowledge or part of prevailing wisdom. 3. An insight leads to a new opportunity or growth potential that can be effectively exploited.”
- Repealing Reg’s Law – Reg corrects the record, generously addressing my poorly worded summary of his article (and see Edward Appleton’s post on the same subject as well).
- Steroids, social media, Barry Bonds, and market research: how do they all connect? – Kathryn Korostoff of Research Rockstar argues “social media is to word of mouth what steroids were to Barry Bonds”. As a result, social media research will change market research itself.
- I hate social media research because: It’s not accurate – Annie Pettit of the social media market research firm Conversition is tackling common complaints about social media research. She argues that errors in social media research are no different in kind from errors in surveys.
Note: A link’s influence is a tally of the influence of each Twitter user who shared the link and tagged it #MRX.