Tom H. C. Anderson founded Anderson Analytics in 2005 as the first full service online market research firm to leverage data and text mining with other online research techniques. The firm’s patent pending text analytics platform is called OdinText. Since founding the company Tom and his team have won several awards for their innovative methodologies and groundbreaking work.
In 2005 Anderson Analytics was the first full service market research firm to leverage natural language processing (NLP) in custom market research. The firms first NLP project involved coding and analyzing tens of thousands of Starwood Hotels guest satisfaction comments. Anderson Analytics was soon asked to utilize their text analytics capabilities in social media by analyzing public online communities such as FlyerTalk.com and Unilever’s Campaign For Real Beauty discussion boards. Anderson Analytics award winning techniques include AA-Text, an approach to text mining that ‘validates through triangulation’ and can be leveraged on survey open ends as well as many other sources of text data. The firms’ text analytics methodologies are also used to get deeper insights in a wide variety of research areas from ad/concept tests to customer segmentation.
Social Media Analytics
Appointed the “Uncrowned Father of Web 3.0 Marketing Research” by Research Business Report in 2009, Tom has a passion for understanding how to best leverage social media to understand consumer behavior while at the same time adhering to traditional research best practices.
Because of Anderson Analytics’ text mining capabilities, the firm was also among the first to conduct social media and social network analysis. Anderson Analytics remains the only market research firm to have analyzed actual behavioral data from a major social network (on behalf of LinkedIn.com). Anderson Analytics has married click through data with survey as well as screen scraped text data. The Firm also creates social media widgets and applications in order to better understand digital WOM. Today Anderson Analytics has several clients in the social media space including web leaders including Facebook and Yahoo!
Social Media Marketing
Tom practices what his company preaches and his blog (www.tomhcanderson.com) is the top personal blog dedicated to market research in terms of both overall traffic and unique monthly visitors. More than sharing market research news, Anderson helps create it, sharing selected research from syndicated studies including annual reports on GenX2Z (Anderson Analytics’ youth vertical) and studies among senior level market research (NGMR) and marketing executives (MENG). Helping to gain greater visibility and respect for the market research industry, Tom frequently interviews famous marketing gurus, from Al Ries to Guy Kawasaki on his blog.
Tom Tweets under three accounts, all three of which have more followers than any other market researcher on Twitter. Under @InfoAdvantage he shares news regarding Anderson Analytics, under @OffshoreTrans he shares news related to the Foundation for Transparency in Offshoring which he founded in 2009. Under his personal account @TomHCAnderson he shares information on marketing research in general. @TomHCAnderson was the first and thus far only market research related Twitter account to reach the 50,000 followers mark.
On social networking too, Mr. Anderson is very active founding the most popular market research networking group dedicated to Next Gen Market Research (NGMR). Tom started NGMR in 2007 and with over 12,000 vetted members, thanks to Tom’s moderation, it is generally recognized as the best source for market research networking and discussion anywhere on the web.
Supporting the MR Industry
When not managing Anderson Analytics, Anderson is an active thought leader and supporter of the market research industry. Tom speaks at over 20 market research and business analytics events each year. Topics typically range from Next Gen Market Research techniques (including text analytics and social media) to youth marketing/market research.
In 2009, recognizing the need for greater transparency in the growing practice of market research offshoring , Mr. Anderson founded the Foundation for Transparency in Offshoring (FTO). The FTO recognizes that offshoring quality, intellectual property and data privacy issues need to be discussed openly.
The FTO model of self certification is simple yet effective. FTO board of directors include several market research notables including ARF Chief Research Officer Joel Rubinson, Former ESOMAR Vice President Ann Margreth Hellberg, and Foremost KPO expert, Attorney and Professor, Sonia Baldia.
Tom is also an active member of several academic, social and market research organizations in the USA and Europe, and in 2010 was elected United States Representative to ESOMAR (The World Research Organization).
Traditional Marketing Research Background
Though “classically trained” having spent over a decade at the largest global marketing research companies including TNS, NFO Worldwide, and AC Nielsen BASES, Tom likes to think of himself as “radically changed” market researcher, merging traditional techniques with new technology.
Anderson has worked on product and market development projects across several countries and industries including financial services, telecommunications, packaged goods, and travel & entertainment.
Prior to founding Anderson Analytics, Mr. Anderson managed the Starwood Hotels & Resorts Worldwide account for TNS, where he directed market research studies in over 80 countries and consulted to executive and brand management of Westin, W Hotels, Sheraton, Four Points, St Regis, Luxury Collection, and Starwood Vacation Ownership.
Before TNS, Tom helped found IQuestics.com, a ‘Gen-I’ consumer insights consultancy for Snowball.com, now IGN.com. While at IQuestics he perfected the online quantitative and qualitative skills required to understand and market to the technologically savvy 13-30 year old Gen-X & Gen-Y demographic.
Mr. Anderson has unusually deep and wide knowledge in all aspects of market research including advanced multivariate statistical analysis, data and text mining. Through his career he has consulted to dozens of fortune 500 companies and major marketing research suppliers and ad agencies.
He earned his BS in Marketing and MBA, Beta Gamma Sigma, in Marketing, Finance and International Business from the University of Connecticut where he is a frequent guest speaker in graduate level marketing research and data-mining courses. He attained his Master of Economics with honors from Lund University, Sweden. During his thesis work he consulted for several joint ventures in Shanghai, China and also interned for the United Nations (UNICEF Geo-Political Analysis Group).
Several of his articles and methodological approaches have been published in trade journals as well as decision science text books including: Business Research Methods 10e , McGraw-Hill © 2005, 2007 & 2008, and Qualitative Market Research – Approaches and Applications IFCAI Books/IFCAI University Press © 2007.
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