Jeffrey Henning’s #MRX Top 10: Market Research Disappointments: Old-fashioned Surveys, Social Media Analytics, and Client’s Unmet Needs
Of the 2,025 unique links shared by the #MRX community the past two weeks, here are 10 of the most retweeted.
1. Example of an Apple Survey – Tom Ewing withdraws in disgust from a very old-fashioned survey conducted for Apple. (For my take on this question, see What Apple Got Wrong with Its Question about the 5c).”
2. Why Has Social Media Analytics Met with Limited Success in Market Research? – Ray Poynter of Vision Critical recounts some of the limited successes of social media analytics (SMA) for research, and highlights 5 key problems with SMA.
3. Can You Deliver on the Top 12 Unmet Needs of Insights Clients? – Lenny Murphy recaps the results of a recent qualitative exercise with 15 client organizations to identify unmet needs. These needs fall into four categories: developing new models of connecting with consumers, understanding unconscious drivers of behavior, leveraging new data sources, and synthesizing multiple data types.
4. Economist/Ipsos MORI April 2014 Issues – The top three issues facing Britain today are the economy (cited by 36% of respondents), race relations (34%), and unemployment (31%).
5. Mobile Cocooning: How Growing Reliance on Smart Devices Is Influencing Consumer Behaviour – Gina Westbrook of Euromonitor International discusses “mobile cocooning”, where individuals shut out strangers in public places by instead focusing on their smartphone or tablet.
6. Staff as Well as Customers Can Provide Key Insight for Brands – Don’t look at customer feedback data in isolation, but integrate in employee feedback as well.
7. How Advertising Really Works – Long, meaty post about how advertising works – and what most advertisers get wrong.
8. 5 Overlooked Sources When Building an Online Community – Chris Leo of Vision Critical looks at 5 sources of community members: online advertising, the corporate website, social media advertising, refer-a-friend programs, and offline events and other category-specific methods.
9. 9. Former Researcher Becomes Ford CEO – All of you researchers with your eye on the driver’s seat – push the pedal to the metal, because you could be CEO one day.
10. Growth in Marketer Confidence Mirrors Expected Mobile Spend – Warc’s monthly Global Market Index was up 1.1 points in April.
Note: This list is ordered by the relative measure of each link’s influence in the first week it debuted in the weekly Top 5. A link’s influence is a tally of the influence of each Twitter user who shared the link and tagged it #MRX. Only market research links are considered, although the #MRX hashtag is occasionally used for other types of tweets, including – recently – tweets about Mr. X, an upcoming Indian 3D thriller film.