Tom H. C. Anderson - Next Gen Market Research

Later this week I will be posting the report from the survey just conducted among n=855 members of the Next Gen Market Research Group (NGMR). While the entire report in PPT won’t be available until this Thursday, I thought I would start sharing a chart or two here on the blog before then.

Below are the results to the question “Does your organization currently use the following analytical techniques/methodologies?”

It looks like data mining has become mainstream with the majority of market researchers, six in 10, stating their organization is currently using it, and only 16% stating they “would like to use [in the future]“. This was a bit surprising. It always seemed to me MR suppliers have been rather slow to adopt data mining. Will share client side and supplier side responses Thursday as this may help explain what is going on.

Also of surprise is how high “bog mining” ranks on the “Would like to use” list (it is tie with social network analysis). Blog mining has been around for quite some time, I tend to think of it as “web 1.0″, but obviously in terms of market research it’s still quite ‘new’. I believe we will see “social network analysis” as well as “screen/web scraping” surpass blog mining in the near future.

Stay tuned for more…

@TomHCAnderson