Marketing Research Industry Influence, Sentiment and Passion
On Tuesday I posted the chart above which NetBase had sent me based on a discussion we had on the NGMR LI Board about marketing research association online buzz. I had some questions in regard to the chart, and it turned out many of you did as well. Therefore I sent NetBase 3 questions and asked for further clarification.
Lisa Joy Rosner and Malcolm De Leo were good enough to provide us with a lot more explanation and a bunch of additional charts. As it’s a holiday weekend I thought I’d turn this around quickly without much editing or commentary (even though there is a lot of info here), as I’m just as curious about these data as you, and I’m also equally interested in what other researchers think about it.
[The answer to my first question is mainly related to their methodology, if you're more interested in additional data please scroll down towards the end where they give a bit more info about the 8 domains. Personally I found the pie charts showing source of data rather interesting.]
Tom: Q1. OK, first things first. I understand this is 12 months worth of online buzz around the biggest/most discussed domains in research is that correct? What else can you very briefly tell me about the methodology?
NetBase: Yes, our index contains 12 months of social media history, which includes an average of 20,000,000,000 sound bites from 7,100,000,000 documents that can be queried at any time. These sound bites come from a variety of source categories and captured only from publicly available content. Sources include: Microblogs (Twitter), Social Networks (Facebook), Blogs, Forums, News, Consumer/Professional Reviews, and miscellaneous others (usually made up of corporate, government and educational sources).
The chart you posted, the Brand Passion Index (BPI) is a relative comparison of a series of “brands” to understand them in relation to each other across three key metrics: Buzz (volume of mentions) as indicated by the size of the bubble, Sentiment (positive vs. negative emotions expressed about the brand) where it sits on the Y-axis, and Passion (the intensity of that sentiment expressed about the brand) where it sits on the x-axis. The chart below gives an overview of how this chart is created.
The Y-axis is a measure of the sentiment expressed within sound bites. NetBase derives sentiment based on the linguistic relationship between sentiment words and their association with the brad/topic searched. NetBase’s natural language processing parses out subtle differences in language. On the BPI, the higher up the bubble is on the y-axis the more positive the emotional expression for the brand or topic. The position of the bubble is calculated using the formula below and uses a scale of -100 to +100.
The X-axis looks at the intensity of the emotion or overtly expressed passion. The further the bubble is to the right on the x-axis the more intense or passionate the emotion is. To calculate this relative to a brand or topic, natural language processing capabilities is used to understand the intensity of the emotion expressed in the sound bites by capturing key words that express emotional intensity towards the brand (Strong Positive, Weak Positive, Strong Negative and Weak Negative). A representative sample of how the words that express emotion within sound bites is shown below.
• Strong Positive Emotions: adore, amaze, awesome, beautiful, best, brilliant, cool, delight, excellent, exceptional, exciting, fabulous, fan, fantastic, fave, favorite, gorgeous, great, ideal, impressive, incredible, love, luv, magnificent, outstanding, perfect, revolutionary, sexy, super, superb, terrific, top notch, wonderful, world class …
• Strong Negative Emotions: abysmal, awful, crappy, disastrous, dreadful, fed up, fiasco, fuck, hate, hideous, horrible, nasty, not tolerate, offensive, repulsive, screw, shitty, terrible, ugly, unacceptable, useless, worthless, yucky …
• Weak Positive Emotions: adequate, appropriate, attractive, not bad, classy, cute, decent, desirable, elegant, enjoy, fine, fun, good, grateful, important, interesting, like, lovely, neat, nice, pleasant, precious, pretty …
• Weak Negative Emotions: bad, confuse, not cool, deficient, disappointment, dislike, not enough, no fan, not good, not happy, not impressed, inferior, let down, don’t like, poor, problematic, ridiculous, stupid, unattractive …
The positive of the bubble is then calculated using the formula listed below.
Combining all three scores, the Brand Passion Index is able to take a look at relative buzz, emotion and intensity of the emotion across a series of brands. This particular analysis is not a typical one since we usually use this methodology and approach for consumer brands. That said, on this BPI chart, after thoroughly disambiguating the brand, the AMA (American Marketing Association) has generated the largest share of buzz, with 46% of the overall chatter, while the MRGA (Market Research Global Alliance) generates only .02% of the conversation. In terms of sentiment, the eight brands examined here generated largely positive sentiment, and in similar proportions of positive to negative, with the exception of the MRA (Market Research Association), which dips below the axis due to a higher proportion of negative sentiment. On this chart, MRGA and ARF are loved the most because they have both positive sentiment (high up on the y-axis) and the strongest passion/intensity (furthest to the right on the x-axis). NGMR on the other hand has the same level of positive sentiment, but the passion intensity associated with this positivity is less as a result of less passionate words being used about NGMR when it is being mentioned in social media.
Tom: Q2. Secondly, I think I understand Sentiment, the Y axis, but the Passion Intensity X-Axis, what is going on there? I know for a fact that we have some of the most heated debates in marketing research within NGMR. Does this data include the discussion from our LinkedIn board?
Q3. Thirdly, what are the key takeaways from this really? How is it useful?
NetBase: To answer your second question concerning LinkedIn data, we unfortunately do not yet include the LinkedIn board in our data set, but we are looking forward to adding it in the near future. Adding it in would obviously make the NGMR buzz circle much larger then it is in the chart now as it is mainly based on blog and micro blog data.
As explained above, the passion intensity measure is calculated based on the presence of passion-intense language directly associated with the brand being analyzed. In the case of this particular analysis of market research associations and outlets in the industry, we are measuring passion that an association’s constituency is expressing about them. The analysis of the passion in conversations revolving around NGMR shows that, while the association certainly cultivates an atmosphere for heated and passionate debates, this differs from an individual directly expressing sentiment such as “I love NGMR”, or other passionate sentiments for the organization itself. In measuring sentiment and passion in social media data, there is a critical difference between a conversation with a lot of passion and a passionate statement about a topic. This has been a curious topic for us to analyze, because we are typically analyzing brands, for example as Coca-Cola, which have a much higher incidence of online consumers expressing “Love” and explicit passion for the brand or its products. For example, some of earlier searches ran on the W hotel or Whole Foods turns up passionate verbatim such as “I love the beds at the W hotel” or “Absolutely love Whole Foods..a gourmet’s heaven of unique and organic specialty foods”. In market research, people are less likely to express emotions like this for associations, but sometimes they do…
In the context of market research associations, here are the key takeaways:
When it comes to market research associations, there were some interesting facets to passion that seem to emerge. Unlike traditional passion, which is the overt expression of emotion (i.e. I love the iPhone, I hate Wal-Mart), Market Research organizations appear to generate other types of passion as well. Below is a summary:
- OVERT expression of passion (traditional as described above) for their efforts to serve their constituency through brick and mortar type efforts like papers, books and conferences.
- Efforts to PULL people into their efforts by creating passion through announcements on sites like prnewswire.com or businesswire.com or by self-promotional marketing efforts (on Twitter). Using PR sites would amount to capturing PAID sentiment versus EARNED.
- Using social media techniques and organic information sharing that causes the community to PUSH information towards a group or community. This very strong passion could be considered COVERT passion because the intensity is expressed in the actions of those involved rather than the discussion. It would also be EARNED as well.
While decided that it is easier to understand what’s going on by taking a slightly closer look at each of the 8 “brands”, that way we can analyze where the buzz is coming from, as well as what the themes are for each:
But first, we wanted to give everyone a sense of the amount of buzz in the research industry overall, so we ran the original Brand Passion Index, this time including Greenpeace for comparison. As you can see, Greenpeace is right in the middle towards the bottom of the chart. This bubble gives you a relative sense of how much buzz exists for the brands in the market research analysis versus a national organization that is widely recognized. You will see that, compared to Greenpeace, the amount of Buzz (Bubble Size) of market research firms is significantly smaller. This should help give context to the amount of sound bites for the organizations in general.
The chart below gives the specifics on the amount of Buzz generated by each “brand” we analyzed.
The MRGA is located in the upper right hand quadrant of the Brand Passion Index, which is the most coveted position on the chart. From this position, it can be inferred that the MRGA has the greatest amount of both sentiment and passion. However, in comparison to not only Greenpeace but to the other market research associations, the data set for MRGA is considerably smaller. Upon diving deeper into the source of MRGA’s passion, we found that the data was largely from marketing efforts of the association itself, pulling traffic and involvement in. The majority of conversation about their brand comes from their own handle on Twitter as well as through PR-focused sites, centering on getting the word out on the benefits that MRGA offers to the market research community. By using a PULL strategy, they hope to create passion for their brand. Most re-tweets are people further sharing their message outwardly to their network, not the other way around.
• Our tools were designed with the market research industry in mind, so this partnership with MRGA is a perfect fit, and we are excited about making their wealth of data available in a highly interactive format. (source: http://www.businesswire.com/news/home/20100901005446/en)
• The MRGA helps your blog content get found. (source: http://twitter.com/#!/mrgasn/statuses/25379880027824129)
• Market Research Global Alliance (MRGA) to Go …The MRGA is the first online social network for Market Researchers, creating an innovative online communication media network for their market research professionals. (source: http://www.prnewswire.com/news-releases/market-research-global-alliance-mrga-to-go-virtual-with-onstream-medias-marketplace365-120692944.html)
• “Did you know the MRGA is easier to manage than LinkedIn?” (source: http://twitter.com/#!/mrgasn/statuses/21383383003)
• Introducing AD::CHATTER 360: The MRGA can help your firm drive more business and help you… (source: http://twitter.com/#!/mrgasn/statuses/17942679092)
• iCharts and Marketing Research Global Alliance …”Our tools were designed with the market research industry in mind, so this partnership with MRGA is a perfect fit, and we are excited about making their wealth of data available in a highly interactive format”. (source: http://www.businesswire.com/news/home/20100901005446/en)
• 2011 will be a big year for the MRGA. (source: http://twitter.com/#!/DanaMStanley/statuses/10653696874512384)
• Releases Robust Self-Serve System for Market Research” on MRGA: http://ning.it/icG2Yw #mrx. (source: http://twitter.com/#!/rencosch/status/12407577694437377)
• Market Research Global Alliance (MRGA) To Go Virtual With Onstream Media’s MarketPlace365(TM) http://tinyurl.com/6aanplr. (source: http://twitter.com/#!/allcash4all/status/67262302415634432)
• http://lnkd.in/gzXYGE This month’s MRGA Journal is jam packed with great content including the 2011 GRIT Report. (source: http://twitter.com/#!/mrgasn/status/60620113044447232)
• @mrgasn posts up my article: ‘The Future of Research Through Gaming’ http://bit.ly/eB2eNc Thank you MRGA and thanks @lennyism ! (source: http://twitter.com/#!/BettyAdamou/statuses/62911290116550656)
• RT @lennyism: Just added a new blog post on MRGA (Market Research Global Alliance) http://ning.it/i7ZkQv. (source: http://twitter.com/#!/EvidenceSoup/statuses/32157868706766848)
• Leave a comment on my profile, what do areas on the MRGA do you want to explore? (source: http://twitter.com/#!/mrgasn/status/23162196942921728)
• The MRGA is working on innovative projects, and giving our membership a better voice. (source: http://twitter.com/#!/mrgasn/statuses/28091706125590528)
While AMA’s data set generated the largest share of buzz, it also required the most disambiguation. Searching on AMA brings in a lot of noise, with other organizations using the same acronym, such as “American Medical Association”, “American Management Association”. However, after cleansing the data, we feel this is a fairly good representation of the total buzz for the American Marketing Association which has a broader reach beyond just market research, than most of the other organizations. As the chart suggests, the AMA shows a very balanced amount of passion. Due to the volume of chatter, this is not surprising - people do overtly express their passion for the AMA. As the sample verbatim below show, social media users write with passionate verbiage when talking about the AMA. We also see a good amount of usage of #AMA, where people are PUSHING information towards the community.
• Why I love the AMA: Measuring the Un-Measurable: New Directions in Market Research http://bit.ly/fW64RO. (source: http://twitter.com/#!/JonathanStweetr/statuses/38719445748809728)
• Headed to an 8AM meeting with my American Marketing Association peeps. Love this group [American Marketing Association]! (source: http://www.facebook.com/permalink.php?id=1159125960&story_fbid=160386220666564)
• J of Marketing: CMO’s with sales responsibility have more power at management level AND achieve greater sales growth - love my #AMA mbrship. (source: http://twitter.com/#!/rwvecmediacan/statuses/27110074715475970)
• AMA marketing research virtual conference was fantastic. (source: http://www.facebook.com/permalink.php?id=184801516&story_fbid=132209823468481)
• Isn’t it paradoxical that the American Marketing Association is my worst spammer? (source: http://twitter.com/#!/LeylandP/statuses/20156061180764160)
Compared to the rest of the market research associations, the ARF generated a fairly moderate level of buzz, and created a higher share of passion than many of the others. From the analysis, it appears that the ARF has a balance of both its constituents expressing passion towards the group independently as well as promoting itself in an effort to generate further momentum and passion. In looking at the top 10 domains, it’s clear that they generate part of their buzz through pull-based efforts on sites such as prnewswire.com and businesswire.com. Verbatim surfaced about the ARF shows that people express overt passion when describing what they like - or in some cases, love - about the organization: everything from the books they publish to the events and forums they provide to the industry.
• enjoyed going to the #ARF last week and connecting with so many industry contacts! (source: http://twitter.com/#!/merrilldubrow/statuses/52750487203749888)
• Yahoo! researchers share insights at ARF’s 75th Anniversary Convention. (source: http://www.yadvertisingblog.com/blog/2011/03/17/yahoo-research-at-afr-rethink-nyc/)
• ARF presentation was great. (source: http://twitter.com/#!/GuyPowell/statuses/78551998512906240)
• Congratulations to the ARF team for this excellent book! (source: http://www.webtalkadvertising.com/2011/05/19/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/comment-page-1/#comment-466)
• The ARF continues to produce quality programs to deeper understand today’s trends and consumer interactions with media.” (source: http://www.rbr.com/media-news/research/24710.html)
• “The ARF is a great organization and we’re all very excited to be part of the. (source: http://www.marketwire.com/press-release/peoplebrowsr-presents-history-social-networking-an-illustrated-timeline-social-media-1416116.htm)
• The ARF Listening Playbook is being hailed as “essential reading for listening novices as well as experts.” (source: http://womma.org/downloads/)
• For 75 years, the ARF has been a strong driver of innovation and ethics. (source: http://blog.converseon.com/2011/03/17/arf-rethink-conference/)
• /PRNewswire/ — The Advertising Research Foundation (ARF) will kick off its 75th Anniversary year with a comprehensive array of events, speakers, publications, research and insights - all designed to help marketers make smarter decisions about how to deploy their resources and connect with consumers more effectively in the future. (source: http://www.prnewswire.com/news-releases/arf-kicks-off-75th-anniversary-year-with-comprehensive-array-of-events-speakers-research-insights-to-help-marketers-make-smarter-decisions-114644054.html)
ESOMAR shows overall positive traffic for the brand - it’s located in the upper right quadrant and has generated a moderate share of buzz, similar to ARF, TMRE and NGMR. Since it is a global organization, it is not surprising to note that they had a greater amount of global traffic compared to the other organizations. Their global sound bites account for approximately 10% of the overall traffic - for perspective, the AMA generated only 2.2%, despite having 4.5 times more sound bites than ESOMAR. Verbatim about ESOMAR showed a particular focus on their events as well as their global infrastructure, showing that their reach is on a more international level than the other brands being analyzed.
• The Online Privacy debate at ESOMAR was excellent http://lnkd.in/huUTfT. (source: http://twitter.com/#!/mike__cooke/statuses/28392769317)
• Agreed! RT@prazhari: Thought the Pop Culture for Engagement paper at tonights ESOMAR was brilliant! Job well done! #esomar #amsrs #mrx (source: http://twitter.com/#!/GambleGamble/statuses/44686224606240768)
• First, I think ESOMAR and MRIA are great organizations. (source: http://www.baqmar.be/?p=5473)
• @ResearchRocks I have had great experiences at MRA and ESOMAR as well. (source: http://twitter.com/#!/SpychResearch/status/27587296904)
• We’re getting excited for Best of ESOMAR in New York on Wednesday, February 23rd at Microsoft! #ESOMARny (source: http://twitter.com/#!/BrainJuicer/status/38332443752800256)
• RT @ecglobalpanel: We are pleased to participate at #LATINOVATION 2.0 #ESOMAR Best of #Argentina 2011 #Buenos Aires 14/Jul/2011 #esoBEST. (source: http://twitter.com/#!/adricrocha/status/78532134524043264)
• Being located in a “strange” place like Ukraine, I am happy to say that about 30% of our external (non-Ukrainian) clients come via ESOMAR listing. (source: http://forum.researchinfo.com/showthread.php?4454-Online-directories)
• The paper won the award for “Best methodological paper” at the ESOMAR world congress in Athens 2010. (source: http://www.smrd.se/program.html)
• RT @Facecocreation: Hope everyone at The Esomar Innovation Conference enjoyed @andrewneedham’s presentation with Axe, you can follow the … (source: http://twitter.com/#!/ESOMAR/status/4133016632823808)
From its position on the chart, we can see that MRA seems to have lower overall sentiment, compared to the other brands, but still has a moderate level of passion. Since its position on the Sentiment axis is lower, it is more of a neutral brand than its market research counterparts. As the verbatim surfaced for MRA show, this is largely due to the informative nature in which people seem to be discussing the brand online. Rather than express overt passion for the brand, they are simply sharing information. Greater efforts by the organization to PULL constituents into the dialogue could increase passion for the brand.
• So far, the MRA conference has been great. (source: http://www.facebook.com/permalink.php?id=1060233495&story_fbid=135393163137708
• MRA is giving free social media webinars during the First Outlook Conference. (source: http://www.facebook.com/permalink.php?id=95480406735&story_fbid=152503888115237)
• The MRA’s Code of Marketing Research Standards strictly prohibits this activity, stating that “any information collected during any study will not be used for any sales, solicitations or push polling.” (source: http://www.slideshare.net/AmyMWinstel/shhh-can-you-keep-a-secret-qrca-views)
• Life Insurance Ownership Study conducted by the Life Insurance and Market Research Association or LIMRA as it [Life Insurance and Market Research Association]’s more popularly known: As many as 30 percent (35 million) U.S. households have no life insurance protection at all. (source: http://www.ponderwithcanaan.com/2010/12/life-insurance-awareness-month.html)
• Toward the end of 2010, the MRA division IMRO produced a detailed best practices article that outlined social media research. (source: http://www.discoveryresearchgroup.com/Landmark/bid/61381/Social-Media-Research-What-a-difference-a-year-makes)
• MRA’s 2011 CEO Summit is the essential educational and networking event for C-level executives of marketing research companies. (source: http://www.facebook.com/permalink.php?story_fbid=132885900105224&id=141095125012
Though its share of buzz is not quite as small as MRGA, CASRO has generated a very small volume of chatter. Its position along the y-axis also shows that the level of passion for the brand is relatively low. While the verbatim show that constituents are certainly discussing the events and seminars that CASRO provides the industry, it is not in an explicitly passionate way.
• CASRO helps out college students by offering an internship matching program. (source: http://twitter.com/#!/conversition/statuses/17800349847)
• CASRO sets the gold standard for these things in my industry, and I’m truly honored to have been asked to speak and be a part of their “Town Hall” meeting on social media issues. (source: http://brandsavant.com/well-it-isnt-for-the-money-and-its-only-for-a-while/)
• CASRO Conference has had great speakers so far. (source: http://twitter.com/#!/blarson928/statuses/27174203667)
• Really enjoying the presentation by @kristinluck at #CASRO tech. (source: http://twitter.com/#!/akeirans/statuses/76372716294377472)
• CASRO tech was great. (source: http://twitter.com/#!/scottluck/status/76767855483424768)
• “I am constantly recommending CASRO training seminars to people in research firms and to people in client organizations. (source: http://www.casro.org/survandyou.cfm)
Interestingly, TMRE and CASRO have almost identical sentiment and passion levels, but differ on the metric of buzz, with TMRE generating a larger share of the conversation. Similarly to CASRO, the conversation for TMRE revolves around the events that they put on, particularly the yearly event that they seem to be known for. There is lower passion noted here because online constituents seem to identify more with the event, rather than the organization. While people certainly express enjoying the events and the content, the conversation is more about the event than the organization itself.
• Last month I attended The Market Research Event , my favorite market research conference of the year. It [Market Research Event] lived up to expectations once again and six things keep bouncing around my head as I reflect back on it [Market Research Event]. (source: http://betterresearch.blogspot.com/2010/12/six-take-aways-from-this-years-market.html)
• Both TMRE and TDMR support this objective and represent an outstanding professional development opportunity for researchers who want to stay ahead of the game. (source: http://www.tomhcanderson.com/2011/01/17/new-iir-mr-conference-celebrates-next-gen-values/)
• The Market Research Event: Best Buy’s Innovative Customer Insight Program. Well, last day of the conference is here and this may be my last post on the event (unless the morning sessions dazzle me as some of the previous day’s have.). The first keynote this morning was presented by Chip Heath and it was - simply amazing. (source: http://www.surveygizmo.com/survey-blog/the-market-research-event-keynote-presentation-by-dan-heath-author-of-switch/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%253A+surveygizmo+%2528surveygizmo%2529)
• The TMRE staff were all great and helpful-an excellent team (. (source: http://www.researchrockstar.com/my-totally-unofficial-brutally-honest-2010-tmre-awards/)
• So excited for tmre :). (source: http://twitter.com/#!/steffsacchet/status/56076481486524417)
• Overall, TMRE was well worth the time. (source: http://www.researchrockstar.com/my-totally-unofficial-brutally-honest-2010-tmre-awards/)
• The Market Research Event remains the perfect forum to reach the widest audience in the industry to showcase and recognize thought leadership.” (source: http://marketresearchbulletin.com/?p=2112)
NGMR generated the second highest share of buzz despite the fact that the LinkedIn discussion board is not included in this data set. Although they generated the lowest amount of passion out of the associations analyzed, we can see from looking at verbatims ,that it, in fact, it has a high degree of covert passion. Its constituents spend a great deal of time pushing information towards the organization and participating in forums and debates organized by NGMR (including the previous post on this topic). This demonstrates a great deal of covert passion for the efforts made by NGMR. In looking at the sources for NGMR, it is also apparent that the share of buzz, albeit small, is all earned - none of the sources reflect PR channels or paid-for ads. Twitter content makes up approximately 91% of the traffic for NGMR, and a majority of this uses the hashtag , showing a cohesive group mentality within the organization. After running a Brand Audit for NGMR, it’s revealed that there are three key values that online consumers feel that NGMR brings to the table: help for the market research community, the ability to bring together like-minded market researchers, and the building of a community for people who value innovation. It is not only a place to exchange information, but to learn and foster relationships within the market research industry.
• Today I’m pleased to join dozens, maybe even hundreds, of other Next Generation Market Research (NGMR) bloggers in a simultaneous post of our individual predictions about what will and won’t matter most to the market research industry in the next couple of years. (source: http://blog.communispace.com/index.php/2011/03/08/the-ngmr-top-5-hot-vs-top-5-not-communispaces-take)
• RT @tamarabarber: Loving reading all of today’s #NGMR blog posts on what’s hot and what’s not in MR. (source: http://twitter.com/#!/gutcheckit/statuses/45157784366481408)
• Why I Like the NGMR Group/Blog: As part of the coming NGMR blogger and Twitter list update we’ll be… (source: http://twitter.com/#!/panelinzicht/status/30978265829089280)
• Congrats to all the NGMR Disruptive Finalists! (source: http://twitter.com/#!/lennyism/statuses/29573211335)
• A.M. Tip o Day: The NGMR Daily is a great resource for market research new http://bit.ly/aaAtYb Curated by @TomHCAnderson. (source: http://twitter.com/#!/besegal/statuses/27734285354)
• Great #ngmr post by @btemkin on #MR becoming obsolete: Need to focus on ACTION not #customer #satisfaction data http://j.mp/lk5BuB #mrx #cem. (source: http://twitter.com/#!/cventsurvey/status/69038336190324736)
• Not according to RT @stephanshaxper: Info sharing weakens wisdom of crowds http://tw.physorg.com/224850285 #mrx #ngmr. (source: http://twitter.com/#!/lauramdavies/status/71310050899144704)
• If you have to explain a chart, dont use it [chart] (and more): Market Research Advice from the Client Side http://t.co/7biYgKa #newmr #ngmr #Mrx. (source: http://twitter.com/#!/Mendelj2/status/49840716037365760)
• Text Analytics Article of the Day: Congrats to Next Generation Market Research - The Top Blog in Market Research! (source: http://twitter.com/#!/TextMiningNews/statuses/53084200970104832)
• So I was about to tuck into a relaxed, collegial meal when my lunch was literally and figuratively disrupted by a second set of awards: NGMR’s Disruptive Innovator awards. (source: http://www.themarketresearcheventblog.com/2010/11/tmre-day-two-delivers-too.html)
• One of the Next Market Research (NGMR) LinkedIn group members shared with us a link to the study by Professor Martin J. Eppler of School of Communication Sciences, University of Lugano http://blog.amplifiedanalytics.com/2010/04/re-knowledge-transfer-problem-between-expert-and-decision-maker/
• Mobile phone is key to reaching consumers http://tinyurl.com/2adrr37 #mrx #mr #newmr #ngmr. (source: http://twitter.com/#!/rstrohmenger/status/28014126600)
• 9 out of 10 researchers agree that inflated survey-based claims in ads are infuriating http://t.co/VbWU9qc #mrx #newmr #amsrs #ngmr. (source: http://twitter.com/#!/mikebeder/status/38008347017875456)
This was not the typical type of analysis we do at NetBase, but it was fun to turn the focus of the lens on our community in market research and see what lies beneath the bubbles. The BPI is always a good place to start - it always prompts the question - “WHY?” Digging into the data, slicing and dicing by themes, sources, time and other facets always reveals new insights and discoveries, thanks for giving us the chance to participate in this exercise!