Tom H. C. Anderson - Next Gen Market Research

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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Seth Godin talks to Tom H. C. Anderson about Marketing and Market Research
For the past few years Seth Godin has continued to be the top-of-mind business guru among marketing executives. Today I ask him a few questions about what he does, how he does it, and what some of his thoughts are on marketing [...]

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First Ever Public Study Concerning Business Oriented Social Network Giant LinkedIn.com 
 
Earlier this week I had the pleasure of speaking at the MRA Fall conference in Las Vegas together with executives from LinkedIn and SPSS. Anderson Analytics conducted the study in two phases, first a database exploratory of 2,000 randomly sampled LinkedIn “seed” records together with [...]

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I’m back in the office today after being up in Montreal for the ESOMAR Congress last week.
After speaking to Bob Lederer, who is the conference expert, I think I’ve developed my own strategy for how to maximize conference ROI.
1. Try to get in early attend workshops if possible
2. Don’t worry about attending too many of [...]

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This week Conjoint and Discrete Choice are on my mind. I read somewhere recently that about 300 such studies are done in the US each year. Not too many I would say.
Made me wonder what proportion of market researchers have ever conducted a conjoint, and among those that do use them what the most popular [...]

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I posted a couple times on the Absolut Vodka “Mexico - US PR Fiasco” so when I saw a large display of Absolut Vodka’s new pro GBLT packaging in Kastrup airport in Copenhagen I took this picture. Not sure if it has reached the US market yet? Even if it has I doubt there would [...]

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