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New Disney Next Generation Text Analytics Case Study

July 24th, 2014 · No Comments

[Reposted from OdinText Text Analytics Blog]

An American Marketing Association case study on text analytics

Disney has been leveraging OdinText Analytics to understand and prioritize voice of the customer comments and improve guest satisfaction. There are many questions that can be answered only through Next Generation Text Analytics. The American Marketing Association will be publishing an OdinText case study in the next issue of Marketing Insights. For a sneak peak at this interesting case study check out the AMA TV video below.

For clients who are not AMA Members or do not get the Marketing Insights Magazine and would like a copy just let us know and we’ll try to get you one as soon as the AMA makes it available:

Request other OdinText information or a demo here.

[Full Disclosure: Tom H. C. Anderson is Managing Partner of Anderson Analytics, developers of patented Next Generation Text Analytics™software platform OdinText. For more information and to inquire about software licensing visit ODINTEXT INFO REQUEST]

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Celebrating The Best in Marketing Research

July 18th, 2014 · No Comments

Fifth Year of the NGMR Awards

Earlier this week we announced the call for nominations for the 2014 NGMR Awards. Each year the NGMR Moderators and Judging Committee evaluate submissions from the over 20,000 members of the most engaged networking group in the consumer insights industry.

This is the 5th year of the NGMR Awards and today we’re sharing two short interviews with the 2013 and 2012 winners below.

It’s never too early to submit your nominations. If the committee needs additional information to make a decision we will reach back out to you, so we encourage you to make your submissions well before the deadline.

Good Luck!

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Call for 2014 NGMR Award Nominations

July 11th, 2014 · No Comments

2014 NGMR Awards

The 2014 NGMR Disruptive Innovation in Marketing Research Awards will be awarded at The Market Research Event (TMRE) in Boca Raton, FL October 20-22. Nominations should be sent to NGMRawards [@] by no later than September 7, 2014 and must include two to three paragraphs (no more than one page) of supporting information as well as nominee bio and/or company background. Additionally, on no more than one page, if necessary, you may also attach separately up to two supporting charts/images or videos.

The award will recognize companies and individuals that have demonstrated outstanding leadership as change agents and made significant contributions to harnessing disruptive innovation - technological, methodological or otherwise - to drive research industry progress.

Nominee Name ______________________________
Nominee Title _______________________________
Nominee Firm/Institution_____________________

Phone ______________________________________


Brief Description of work to be considered:

Please provide a brief argument for one or more of the following three award considerations:

§  How has this work/individual demonstrated a disposition toward disruptive innovation?

§  How has this work/individual demonstrated leadership in responsible adoption of new techniques?

§  How has this work/individual demonstrated creativity, passion or expertise in technology, in regard to data and analytic insight solutions

Brief Bio of Nominee

Thank you and good luck!

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Next Gen Market Research Inspires Book

July 9th, 2014 · No Comments

Next Gen Market Research VS. Pop Market Research

From Pop Psychology to Pop Market Research - and the importance of proper methodology AND experience

You’ve probably heard the term Pop Psychology or “Pop Psychologist” used to refer to someone perceived as being a psychologist - not because of academic or professional training - but because they have projected that image in the media. The term is also often used to describe psychological concepts that are oversimplified or unproven.

Thanks in part to low barriers of entry and ease of access to media, especially social media, and the unbounded glorification of any innovation (without subjective criticism), in recent years we seem to have the emergence of the “Pop Market Researcher” and even “Pop Research Firm”.

As a result many new approaches, especially in the areas of social media monitoring as well as neuro-marketing are getting lots of air play, with little to no attention to the detail. Surprisingly perhaps, academic degrees and other accolades are in fact no marker as to whether or not a Pop Researcher is practicing more sound and traditional based consumer insights or the popular research for which the main intention more often are PR worthy sound bites. In fact, many of those practicing Pop Market Research work for mid to larger firms, have written books, and/or often have advanced degrees. Some even have quite impressive training and rather interesting ideas, but very little to no real experience in applied marketing. Marketing Research as the term applies, really does require an expertise in both of the areas represented in the term.

In 2007 the Next Gen Market Research (NGMR) blog as well as the community on LinkedIn was in fact founded for the very reason of advancing much needed data analysis techniques (especially data and text mining) in market research WHILE making sure they met with the rigorous methodological considerations (both tacit and explicit), which our industry was known for.

This is why at the Insights Innovation Exchange (IIEX) in Atlanta last month I was both humbled and very pleased to find out that NGMR had inspired a book on this very subject. Written by Paul Conner, “The AIM Process ” is a systematic stepwise procedure for improving the actionability of marketing research. The diagram from the book pictured below highlights exactly one of the main problems I see with the Pop Market Research we see all too often today.

Thank you Paul for helping to bring the importance of prober consumer insights methodology to the forefront again.


[Pictured below, Paul and I at the conference in Atlanta and my signed copy with a nod to NGMR]

[Full Disclosure: Tom H. C. Anderson is Managing Partner of Anderson Analytics, developers of patented Next Generation Text Analytics™software platform OdinText. For more information and to inquire about software licensing visit ODINTEXT INFO REQUEST]

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Text Analytics and Insight Innovation

June 26th, 2014 · No Comments

[Reposted from OdinText Text Analytics Blog]

What’s Next for Text Analytics and Marketing Research?

Last week at Insight Innovation Exchange in Atlanta, Ben Smithee CEO of Spych Market Analytics interviewed Anderson Analytics – OdinText founder Tom H. C. Anderson on the status of text analytics and next generation market research in general.


Check back again soon as we post the video from “The Great Methodology Debate” at IIEX.

[Tom H. C. Anderson is Managing Partner of Anderson Analytics, developers of patented Next Generation Text Analytics™ software platform OdinText. For more information and to inquire about software licensing visit ODINTEXT INFO REQUEST]

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The Non-Dummies Guide for Selecting Text Analytics

June 26th, 2014 · No Comments

[Reposted from OdinText Text Analytics Blog]

Selecting a Text Analytics (or any other) Partner


Text Analytics is a Process, Not and End!

What would you say should be the goal of good text analytics software?

Based on the questions we get from clients investigating text analytics solutions there seems to be no small amount of confusion. The fault isn’t theirs, it’s the fault of the early text analytics and social media monitoring vendors who overpromised and under delivered.

Rather than explaining to clients what kind of analysis and insights they should rightfully expect they choose instead to hide the fact that they know very little themselves about how text analytics can and should actually be applied, instead most text analytics sales staff preferred to talk theoretically using as many technical buzzwords like “natural language processing” as possible.

Here are questions you can safely set aside when investigating the right text analytics solution. They have next to no meaning whatsoever in terms of efficacy for your use case:

-How do you handle xyz stemming, semantic ABC, Ontologies and ______?
[Insert other favorite buzz word you’ve heard but don’t really understand]

-What does the output look like, do you have a pretty dashboard?
[If you buy text analytics software for pie charts and word clouds you’ll be in trouble. Dashboards, even if you find they make sense need serious customization]

-Do you have a cool black sci-fi looking background with neon colored maps?
[If you plan to put a bunch of monitors up and pretend you or on the bridge of starship enterprise I suppose this may make sense?!?!]

Instead, these kinds of questions are what you should be asking:

-Tell me about a client with the same kind of data that I have. How have they benefited from the tool?
(They better be darn specific)

-Show me how it works with my own data!?
(It’s easy to give a demo of poorly working software with canned data. Always make them use your data and never give them more than a day or two max to set it up)

Even better Text Analytics tools are becoming easier to use, and I admit, keeping OdinText intuitive as we add more features is challenging. However, one of the biggest single misconceptions about text analytics software is that they somehow have this magical “artificial intelligence” power. Some sort of power to discern everything and automatically write the report for you. I’m really not exaggerating.

Text analytics is not an end, it is a process. Find a vendor who understands this and whose software is not black box. Here simple is better. If how the software does its coding is hidden in a black box, and the sales person throws buzz words at you to make you feel safe/confused about the fact you have no idea about how the sausage is made, it’s not because they have valuable “linguistic” or “machine learning” rules (more buzz words) -those can only be developed after carefully studying your own data, it’s because their software doesn’t actually work too well and will require a lot of expensive and time consuming customization for unproven performance.

After choosing a text analytics software tool that is powerful and intuitive, a software that you can trust, then the fun begins. You or your analyst should be able to learn how to use the tool relatively quickly, but as with anything, you should expect to get better with experience.

Remember the early statistical software tools like SPSS and SAS. They worked very well on smaller data and you could trust that they actually did what you expected them to. However you still needed to know what clustering and factor analysis was, and why to look at a mean VS. a median. Just like these tools text analytics software also requires an analyst who can think about the data and how to get the most valuable insights for management.

Unfortunately, people who have never analyzed big data or conducted text analytics for real clients are building text analytics and “social listening” software. Find a vendor who understands your business. Their products will make you a data scientist. You’ll have to do a little more than press one button to understand the data, but since when has anything worthwhile been that easy?

To answer the question I posed earlier - what should be the goal of good text analytics software? – the answer depends on what field you’re in…

If you’re a marketer, then the main question you should be asking is how will this text analytics software help me sell more product to more customers less expensively?


[Full Disclosure: Tom H. C. Anderson is Managing Partner of Anderson Analytics, developers of patented Next Generation Text Analytics™ software platform OdinText. For more information and to inquire about software licensing visit ODINTEXT INFO REQUEST]

[Above also posted on the Next Gen Market Research blog]

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