Tom H. C. Anderson - Next Gen Market Research

Social Media and Social Network Segmentation
Are you working on a Social Media Strategy/Social Network Strategy for your company and wondering where to focus your resources? If so, looking at use of social network by age may be a good place to begin (see chart below).

Some surprising findings are that MySpace is still very popular among [...]

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What Type of Social Network user are you? - A Social Network Usage Model
Segmenting the US population into various groups of social network Users and Non-Users can be challenging. Americans from all walks of life are now using social networks and are using them more so than email. Still others are skeptical and claim they [...]

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Grant McCracken Q&A with Tom H. C. Anderson

I learned of Grant’s work just before the ESOMAR Annual Congress in Montreal last year where he was the Key Note. It turns out he lives in the next town over and is now a member of the Next Gen Market Research Group (NGMR) which I moderate on LinkedIn.
Grant holds [...]

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[Rant Warning]
A BusinessWeek article very originally [sarcasm] entitled “Using Market Research in a Recession” by Harvard’s John Quelch published this Tuesday, outlines seven steps for CMOs who want to minimize the impact of reduced consumer spending. It seems very popular on Twitter and is now also being discussed in the LinkedIn group I moderate called [...]

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Tom De Ruyck who is Connected Research Manager at InSites Consulting as well as Co-founder & Steering Committee Member of the European/Belgian Market Research Association BAQMaR, was recently interviewed about the Ultimate Twitter Study by UK based Research Magazine. Today I’m asking Tom a few additional questions about the ‘Ultimate Twitter Study’ his firm has [...]

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I just returned from the FTMA (Frequent Travel Marketing Association) and Freddie Awards ceremony in Ft. Lauderdale FL. Congratulations to all the winners this year!
It’s a great conference for anyone involved in loyalty marketing. I was asked down by Randy Petersen of the Freddie Awards and Webflyer.com to speak about Social Media and more specifically [...]

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If thinking about segmentation, make sure you talk to someone who has actually done a few different types!
There’s another article on consumer segmentation this week that seems to be getting a lot of buzz on twitter etc. You can read the article here in AdAge CMO Strategy section. Michael Fassnacht argues about the weakness of segmentation.
I [...]

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In the future I predict Social Network  Applications/Widgets could require Market Researchers to create entirely new sampling methods; creating a “cubed” or “Three-Dimensional” Sampling Plans.
The other day I was conducting cluster analysis on some of the most interesting data I’ve ever seen in my market research career! Big statement I know, especially considering the thousands [...]

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Is market segmentation really discrimination? That’s the debate on the Advertising Age website today. Apparently arising from an assignment to a group of college students. There are a couple lengthy discussions posted so far.
Anyway, I like to say that market researchers get paid to stereo type. If you want to take it one step further [...]

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Anderson Analytics has been asked more and more lately to conduct conjoint/discrete choice segmentation studies. It’s usually for more commodity or B-B type clients. They seem especially popular among companies that are more tech/engineering driven. These clients seem obsessed with the idea that they need a market share simulator.
While I like different types of conjoint, [...]

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