Jeffrey Henning’s #MRX Top 10: Generational Shifts in Research
Of the 877 unique links shared by the Twitter #MRX community in the past week, here are 10 of the most retweeted.
- Exchange rate – Colin Strong of GfK looks at the Intention Economy, where consumers wield their personal data as an asset to find better deals, and ponders what it means for the future of research.
- The world’s mobile obsession – Kelvin Claveria of Vision Critical shares 11 stats “researchers and marketers should know about mobile.”
- Is research on research the real deal? – Reg Baker, fresh from the conference circuit, reflects that contemporary RoR (Research on Research) too often sets aside objective scientific inquiry for commercial pursuit of confirmation.
- Annual Effies survey: Getting comfortable with instinct and complexity – Jennifer Rooney of Forbes shares the results of a survey of 150 Effie Awards judges, marketing and agency execs tasked with identifying the most effective advertising campaigns. For their own brands or top clients, the largest increases in spending will be mobile (mentioned by 21% of respondents), social media (16%) and content marketing (13%).
- The Consumer Consulting Board – InSites Consulting has published a free 200-page ebook outlining their approach to Market Research Online Communities.
- Close to the Edge – Ian Pierpoint and Caroline Fletcher of The Sound Research champion “Generation Edge”, their branding of Generation Z (those born from 1995 on) based on their qualitative research. (Yes, “close to the edge, just by a river, seasons will pass you by…”)
- Thoughts on 3D Digital Dimensions – Reg Baker summarizes his 6 takeaways from the annual ESOMAR online research conference.
- The best rewards programs in Canada according to Millennials – Turning from Generation “Edge” to the Millennials, Sean Copeland of Abacus Research reveals the top 10 reward programs among Canadians aged 18 to 32.
- More cowbell? What market research needs right now – Jeff McKenna of Chadwick Martin Bailey looks at the IIEX conference from the lens of surviving in a world of data abundance.
- The ITU is 100% wrong on mobile phone penetration, IMHO – Ray Poynter takes the UN agency the International Telecommunication Union to task for mischaracterizing its finding on mobile phone usage as “penetration”, obscuring the fact that many consumers have multiple mobile subscriptions and many have none.