Tom H. C. Anderson - More Than Market Research

My colleague, Jesse Chen, is in North Carolina this week for the American Marketing Associations’ (AMA) Advanced Research Techniques (ART) Forum. He is there as a poster session presenter on Anderson Analytics text mining methodologies and I asked him how the conference was going so far. 

“Some of the interesting sessions yesterday included, Vicki Morwitz from Stern School of Business who talked about the survey rating scale’s influence on respondents’ mindset. Her conclusion is that people exposed to a broader scale (fewer points) will also consider subsequent questions in a more broader view compared to people who were exposed to a narrower scale (more points). Broad meaning broad, less defined consideration. Narrow, meaning a finer scale.

Bryan Orme from Sawtooth presented their new conjoint methodology. Conjoint studies (”traditional” CBC) assume that deficiency in certain attributes can be compensated by other attributes. This new work argues that there are some non-compensatory attributes, such as the “must have” and “undesirables” which complicate the data. Therefore, their new alternative CBC (ACBC) includes an initial BYO (build your own) tool that allows the respondents to define their ideal products, then the subsequent cards for the study would be created in the close neighborhood of the BYO ideal. In addition, the methodology inserts a must-have/undesirable section in the middle of conjoint should the survey tool detect such pattern in the early responses and update latter cards with these new rules. Consequently, this new ACBC is supposed to squeeze out more useful and relevant information from each participant.”

Interesting Venue

Anderson Analytics Posters

Conference seems to be heavy supplier sided or from academia and sounds more quantitative and detailed than the ESOMAR conference.

Jesse reported participants being interested in Text Mining at this conference as well.

I also heard from Olivier Jouve at SPSS who is at the Text Analytics Summit in Boston. This years event went better than expected, still not crowded, but a very interesting group.

I had been hoping to speak there this year again but Copenhagen is so much nicer in the summer, and I really do enjoy ESOMAR conferences, especially the people

-Tom

Below are more detail imaged for Anderson Analytics’ ART Forum posters showing text mining process for Unilever Proage CGM Screen Scraping and Text Analytics project: