Jeffrey Henning’s #MRX Top 10: Think Globally, Research Locally: South America, Africa, and Middle East Initiatives
Of the 1,780 unique links shared on #MRX in the past two week, here are 10 of the most retweeted.
1. Only a few new products can succeed each year – Ray Poynter of Vision Critical shares the results of a survey of 2,004 UK consumers about whether they had switched brands for any major CPG (Consumer Packaged Goods) category in the past month. Its findings lead to the conclusion that new products fail in part because of the capacity constraints of markets and the cognitive effort required by consumers to switch brands.
2. Where do the new ideas for market research approaches come from? – Ray is encouraging researchers to take this survey on research ideas, with the results to be reported as part of the NewMR Festival.
3. GfK to enter South American TV audience market – MrWeb reports that GfK has signed a $100-million, 5-year deal for audience measurement with 4 Brazilian TV broadcasters.
4. Connecting the ‘last mile’ of market research in Africa – Jonathan Kalan of BBC News reports that Africa’s middle class is growing so rapidly, and embracing consumer culture so thoroughly, that market research is struggling to keep up.
5. 20/20 Research launches Virtual Intercepts tool – Bronwen Morgan of Research discussed a new offering from 20/20 Research supporting qualitative intercepts of respondents taking quantitative surveys or surfing social networks.
6. Sources and types of Big Data – This infographic from Kapow Software shows the panorama of data available for organizations to analyze.
7. Multinational market research: What are the pitfalls? – Edward Appleton discusses the unique tensions of multinational research projects, with global co-ordination vs. local empowerment.
8. The four questions marketers ask of research and analytics that are helping shape the evolution of marketing insights – Gordon Wyner of Millward Brown focuses on four questions that are driving changes in research: What’s the value proposition? What measures matter? What works? What if?
9. Do you like me now? The real reason even Facebook needs a user feedback tool – Neil Parker of Vision Critical discusses a new Facebook invite-only panel of 10,000 respondents. “Facebook’s move makes it obvious that the sheer volume of data that it possesses about its users…still doesn’t tell Facebook very much about why [they] do the things [they] do.”
10. Research in the Gulf – Writing for ESOMAR’s blog, RW Connect, Victoria Zagorsky of Insight MEA, looks at the challenges the Arab Spring has posed for research in the Middle East.
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 a tally of the influence of each Twitter user who shared the link and tagged it #MRX.