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Jeffrey Henning’s #MRX Top 10: Emotional Benefits, Visual Appeals and Unsung Heroes

Of the 1,695 unique links shared on #MRX last week, here are 10 of the most retweeted.

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By Jeffrey Henning

Of the 1,695 unique links shared on #MRX last week, here are 10 of the most retweeted.

  1. I’m Not Your Consumer: How Research Misses the Human Behind the Demographic – Douglas Van Praet of Deutsch L.A. fires back at the research industry’s emphasis on consumers over people and rationality over emotional engagement and reveals the method behind the Volkswagen “Smiles” campaign (“It’s not the miles, it’s how you live them”).
  2. Telling Tales – Brian Tarran of Research magazine provides a great overview of the importance of data visualizations to concisely portray ever larger data sets, with example visualizations of London bike journeys, the supply of non-renewable resources and NASDAQ trading.
  3. Submissions and Voting Now Open for Insight Innovation Competition – Through February 15, the Insight Innovation Competition is accepting submissions of innovations for insight generation and will award the winning submission $20,000.
  4. Ode to the Unsung Heroes of the Market Research Industry – Patricio Pagani of Infotools celebrates some famous mispredictions and then, appropriately chastened, offers his advice for researchers to create their own better futures.
  5. Feeling Better: Understanding Emotional Benefits is Vital to Successful Innovation – Julie Wittes Schlack of Communispace shares three great case studies about the power of “emotion-focused innovation”, identifying the emotional rewards that “subconsciously drive consumers to seek new products”. She points out that “rational needs are simply intermediate pathways to what we humans really want: pleasurable emotional experiences.”
  6. ESOMAR Congress 2013 – Call for Speakers – ESOMAR has an open call to speakers (deadline January 25) for its annual congress, which will be in Istanbul (not Constantinople) this year, September 22 through 25.
  7. Are Cognitive Biases on the Increase? – Edward Appleton asks if researchers have moved on too quickly from Behavioral Economics, even as the wider marketing community begins embracing it.
  8. Millward Brown signs Unilever and Coke to Facial Coding Deals – Millward Brown has integrated the Affectiva facial coding software with its own copy-testing research tool, so that participants’ facial reactions are automatically recorded as they view ads and respond to survey questions about those ads.
  9. Everyone is a Research Agenecy – ‘Under the Radar’ Presents the Snap-Together Solution – Brian Singh of Zinc Research recaps the opening and closing sessions of the Under the Radar conference: “With the emergence of ‘research under the hood,’ companies are now able to ‘play Lego’ with their own and supplier analytics and effectively able to piece together their own marketing research agency.”
  10. Let Me Entertain You: Online Tools to Help You Tell a Good Story! – Julie Diaz-Asper of Social Lens Research shares six online tools to help you better present research results.

 

Note: This list is ordered by the relative measure of each link’s influence in the first week it debuted. A link’s influence is the sum of the influence of each Twitter user who shared the link and tagged it #MRX.

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