Tom H. C. Anderson - Next Gen Market Research™

In a more competitive event market, researchers still value innovation

What is Next Gen Market Research? Depending on who you talk to it may mean different things. Some like me think of advanced analytics and big data (both structured and unstructured), others might say gamification, neuroscience, social media monitoring, MROC’s or mobile.

Clients like P&G are beginning to realize that they too need to understand these buzz words and decide which of these methodologies are ready and make sense to implement into their insights tool kit. Some of these, if implemented correctly, can offer firms an information advantage over their competition.

That’s why while marketing research trade orgs have traditionally been the main venue for sharing new ideas through our industry they’re beginning to face stiff competition from new sources which embrace change in our industry.

One such event is the MRMW (Market Research in the Mobile World) conference July 18-19. I asked event chairman Leonard Murphy what makes this event necessary and unique

We’re holding the event in Cincinnati Ohio, because P&G is one of many important firms in the area which realize the importance of keeping up to date and being at the forefront of research innovation.

I think this collaboration and sharing between suppliers and client side researchers is a good thing. It can happen more effectively when we leave all the politics associated with the traditional research trade orgs aside, and focus on true innovation.

I’ll be representing OdinText at the MRMW event and will be speaking on text analytics and taking part on a panel on the subject. While text analytics is my personal favorite area of Next Gen research, and one that I think has really developed tremendously over the past five to ten years, I’m also looking forward to being inspired and learning more from those who are pushing forward in other areas of research methodology.

Let me know if you also plan to attend, if you do please feel free to use my speaker discount code (SPK20).

Also curious to know what Next Gen research techniques you think are ready now, and which have more to prove.

@TomHCAnderson
@OdinText