Jeffrey Henning’s #MRX Top 10: The Coming Disruption
Out the 1843 unique shared links on the Twitter #MRX community the past two weeks, are 10 of the most influential.
- ESOMAR Congress Was A Pivotal Event For MR – Lenny Murphy recaps the importance of the ESOMAR Annual Congress. “Why I think ESOMAR Congress was so important is because it was the first event by a trade org that seemed to really explore and embrace what the future of market research is going to be like: global, driven by non-traditional technology suppliers, and focused on delivering understanding and strategy, not data.”
- An Angry MR Client Speaks– Lenny Murphy interviewed @Angry_MR_Client for Radio NewMR. She offered a holistic conceptualization of synergies that could be leveraged. Here’s what makes her angry:
- “‘Taxi agencies’. They take you from A to B, without any interest in where you came from or what you will do after you get there.”
- “Horror agencies charm me with their proposal, but then fail miserably to live up to their promises. They blindly follow what I ask, never contradict me and hide their lack of opinion behind ‘flexibility’.”
- “Reports that I have to redo before I can share them further. Not to mention slides full of errors or presentations that lack clear conclusions or recommendations.”
- “Marketers who don’t participate in their focus groups or those who take numbers out of context.”
- “Oh, and these words: leverage, synergy, conceptualization and holistic.”
- Social Media around the World 2012 – InSites Consulting has prepared a 128-slide presentation on social media usage across 19 countries. Five key takeaways: 1.5 billion people use at least one social network; social network apps are among the most popular mobile apps; only 10% of commenting on brands is negative; 80% of customers appreciate co-creation opportunities with brands they like; and companies should segment their social initiatives by reach and collaborativeness.
- Four Disruptive Changes in Market Research – Ray Poynter of Vision Critical looks ahead to the next 18 months and sees four disruptors of traditional market research: online communities, with the potential to represent 15% to 25% of all research spending; SoLoMo (Social / Local / Mobile), for auto-ethnography; automated testing of web sites and messaging; and text analytics.
- Budweiser Launches New Beers Inspired by Consumer Feedback – Budweiser asked its 12 brewmasters to each develop a new beer recipe for its Project 12; all 12 recipes were named after the zip code of the brewer (e.g., Budweiser Batch No. 91406 is named after an LA zip code). Based on extensive taste tests run across America with tens of thousands of consumers (“With all this feedback from consumers, I guess you can call this the largest focus group in Budweiser history, maybe even beer history.” – Budweiser VP), the company selected the top three batches to sell in a limited edition.
- Surveys on Mobiles ‘Double’, Finds eDigital – The consultancy eDigital Research has seen the number of its surveys completed by respondents using mobile devices rise from 4.2% a year ago to 9.2% today. In a separate meta-survey, 82% of smartphone and tablet owners expect to answer surveys on their devices.
- What Executives Don’t Understand About Big Data – Michael Schrage asks, “How much more profitable would your business be if you had, for free, access to 100 times more data about your customers?”
- Leaping the Disruption Chasm – David Rabjohns of MotiveQuest looks at recent examples of company-killing disruption – digital music killing Tower Records, e-commerce booksellers killing Borders and digital photography killing Kodak – and wonders if your research company might be next in the crosshairs.
- Professional Myth-Buster – Robert Heeg recaps Richard Wiseman’s ESOMAR Congress presentation on the limits of surveys and self-knowledge and discusses the results from careful observational experiments.
- Being Credible Means Being Objective – A Cautious Note on the Term ‘Mobile Research’ – Kathryn Korostoff of Research Rockstar, writing for MRMW, pushes back on the idea that market researchers “must embrace mobile research now!” She says, “A good researcher knows we should always under-promise and over-deliver. At this point, we don’t know what we can promise, so we must be cautious and precise when we talk about mobile research.”