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More Than Market Research - Gain The Information Advantage

Tom H. C. Anderson - Next Gen Market Research™ header image 6

About Tom H. C. Anderson

Tom H. C. Anderson, Founder Anderson Analytics
Tom H. C. Anderson, MBA & MEA
Founder & Managing Partner
Anderson Analytics, LLC

Twitter - LinkedIn - GooglePlus - Facebook - FourSquare - YouTube

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.

Text Analytics

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.

[©2005 - Next Gen Market Research™ and Next Gen Research™]

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14 Comments

14 responses so far ↓

  • 1 Carl Williams // Jan 21, 2009 at 3:38 am

    Dear Tom H. C. Anderson,

    I was looking at your blog, Tom H. C. Anderson - More Than Market Research and I thought our Q3, 2008 Job Market Statistics, providing a comprehensive picture of the Data mining job market including historical comparison of the demand trends, median salary and salary distribution would be of interest to you.

    Please take a look at Data Mining Market Statistics ( http://www.odinjobs.com/Odin/marketstatcompare?id=7950&q=Data+Mining ).
    Better yet, you can compare Data Mining to another skill of your choice. You can also add variables such as location, role, and industry.

    Here is an example of SPSS vs SAS vs Matlab. (http://www.odinjobs.com/Odin/marketstatcompare?id=7951&q=SPSS+vs+SAS+vs+Matlab).

    Here is another example of how Vincent McBurney analyzed the data and created “How to kick start your Datastage career” (http://it.toolbox.com/blogs/infosphere/how-to-kick-start-your-datastage-career-27481 ).

    You can post a widget of the stats comparison on your blog or site or post any of the individual charts comparing Data mining to another skill to support any blog entry or article concerning the statistics.

    If you have any questions, feel free to contact me. Thanks.

    Carl Williams
    OdinJobs
    Oakbrook Terrace, IL
    866-889-7823

    P.S: If you choose to use the data, apply your knowledge, analyze and create an exciting post, let me know about your blog entry and I can provide exposure to your entry from our site.

  • 2 Arvind Leo Pereira // Jun 17, 2009 at 11:36 am

    What are the tools being used in this subject, does data mining mean SAS and SPSS being used or just Minitab.

  • 3 Tom H C Anderson // Jun 18, 2009 at 9:19 am

    Arvind, not sure about the above. I’ve been using Clementine/PASW quite a bit for data mining.

  • 4 len stein // Jan 6, 2010 at 11:29 am

    Think it is time to interviewed Dr. Robert Passikoff, president of Brand Keys, leading customer engagement and loyalty researcher.

    regards

  • 5 Putting people first » Dan Ariely on predicting the irrational // Apr 25, 2010 at 5:06 am

    [...] Tom H. C. Anderson, founder and managing partner of Anderson Analytics, discuss the book “Predictably Irrational” and the field of market research with behavioural economist Dan Ariely. [...]

  • 6 Sveriges Marknadsundersökare - Text Analytics // May 6, 2010 at 10:44 am

    [...] about [...]

  • 7 Kristin Knight // May 28, 2010 at 12:48 pm

    We have a client that is interested in advertising on your blog. Could you point me in the right direction to inquire about online ad postings? I greatly appreciate your help.

  • 8 Jonathon Reed // Oct 21, 2010 at 5:26 pm

    I thought you might enjoy this entertaining video about the future of marketing research….

    http://www.youtube.com/watch?v=UDcOWqx5F4Y

  • 9 Tom H C Anderson // Oct 22, 2010 at 5:05 am

    Thanks Jonathon!

  • 10 Shane Bliemaster // Dec 13, 2010 at 2:04 pm

    Hi Tom,

    I enjoy your blog. I am with Peanut Labs (an e-Rewards company). Peanut labs is a leader in social media sampling. We are rolling out a new product that I though might be of interest to you.

    The product is a sampling tool called iPulser. It is different than other tool as it helps you keep more of a pulse on your business instead of just sending out a survey one time.

    You can find the product at http://www.ipulser.com. Let me know if you are interested and I will get you a premium version.

    Thanks,

    Shane Bliemaster

  • 11 Aseem Tuli // Apr 13, 2011 at 2:36 am

    Hi Tom,

    I am an analyst with the Sales and Marketing Practice at the Corporate Executive Board. We are a Best Practices Research and Advisory company. Currently we’re working on advanced Social Media Measurement. Given your expertise in the domain, we would like to schedule a 45-60 minute conversation with you between April 13th and 20th, 2011.

    The conversation will focus on:

    1. Emerging trends in Advanced Social Media Measurement
    2. Utilizing Social Media data for Market Research
    3. Learning about leading Social Analytics Vendors and making the right vendor choice

    Your valuable inputs would help our global fortune 500 membership in understanding the process of using Social Media data effectively for Market Research purposes.

    Please let me know your interest in this topic and your availability for the teleconference. Feel free to reach out to me should you have any questions.

    I look forward to an engaging conversation with you.

    Thanks,

    Aseem.

  • 12 Carrie Taaca // Oct 4, 2011 at 11:26 pm

    Hi Tom,

    I have a quick question for you. Can you contact me?

    Thanks,

    Carrie Taaca
    Higher Level Group

  • 13 Tom H C Anderson // Oct 5, 2011 at 9:52 am

    How would I do that Carrie?

  • 14 Nicholas Steadman // Feb 4, 2013 at 8:55 pm

    Hi Tom,

    I would really appreciate any feedback you could provide regarding my new market research technology: the “Body Language Reader”—it uses the Kinect to measure a user’s attitude by analyzing their body language: (www.PsychographX.com)

    Thanks in advance!

    Best,
    Nicholas

    CEO | PsychographX, LLC

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