04.20.11 Volume 1 Issue 3
The Spring 2011GRIT Report is Here! Can a Marriage Between Social Media and Traditional Market Research Survive?
Learning From Machiavelli: Loyalty is Rooted in Self Interest
JOURNAL ENTRIES 5
Welcome to the MRGA JOURNAL
44 New Membership Spotlight
Spring 2011 GRIT Report
46 Can a Marriage Between Social Media and Traditional Market Research Survive?
33 Featured Bloggers You Should Follow Now
48 Learning From Machiavelli: Loyalty is Rooted in Self Interest
35 Featured MRGA Blog Posts 37 LinkedIn Conversations
39 Corporate Membership Spotlight
40 Press Releases
55 Social Media Innovators
Publish Your Blog
Post Your Event 3
Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.
Welcome to the MRGA JOURNAL Welcome to the third edition of the MRGA JOURNAL. I have been assigned to manage all MRGA Media Content we publish for the MRGA Media Network as we grow. I am excited to you serve you - if you have any ideas, articles or stories you would like to cover, I invite you to contact me directly at StaceyB@mrgasb.com . In this edition we are proud to provide you with the Spring 2011 GreenBook Research Industry Trends Report (GRIT). We have included the executive version of the report for your reading pleasure, but you can download the full report by clicking here. We are confident that you will find the information provided in the report interesting and engaging. Please follow the articles back to the original bloggers or the MRGA Discussions Forum and comment with your thoughts or write another article if you feel inspired. We have no agenda other than to support what you, our members and readers are interested in. We give all of our members an equal voice as it pertains to market research!
Stacey Bell, President The Market Research Global Alliance
If you are inspired to write a story or publish an article as a professional member, please do it – it only costs your time to participate. If you are a company and want to share ideas about your company brand you just need to become a corporate member. All you need to do to share your news is be a member of the MRGA, and pick one of these areas within the MRGA Community and we will publish it. Step 1. Become A Free Professional Member (Individual) of the MRGA or Become A Paid Corporate Member (Company Branding) of the MRGA. Step 2. Create Content or Lead Groups of Like Minded Professionals - Pick Your Publishing Destination::
Market Research Conversations (Industry Announcements:: Post Blogs Commentary, News, Press, White Papers
etc.) Forums & Discussions (The best place to gather like minded professionals under industry topics) Groups & Online Product Labs (Join other like minded professionals to discuss topics and follow product innovation.) Events (Post Your Industry Events, Webinars, Speaking Engagements, Interviews etc.) Videos (Have media content you want to share with the world? Post it here and share)
Step 3. The MRGA will automatically publish and optimize your content through our one-click publication network as soon as you click submit! Our network publishes to over 17,000+ instantly. Our network is comprised of ::
MRGASN ResearchVibes GreenBook Blogs (Selected Commentary) Social Media Resources (LinkedIn, Twitter, Facebook and More!) Our goal is to give you an easy to publish, share, and achievable open platform that opens gives you ownership of your content and indexes for it the industry.
The podium is yours! Stacey Bell, President The Market Research Global Alliance JOURNAL@mrgasn.com
Where ever you see the blue bubble, click to comment. or just visit the discussion forum to see what other industry thought leaders are saying!
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Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.
Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.
Volume 1, Issue 2 :: March 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.
Featured Bloggers You Should Follow Now Joel Rubinson Joel is President and Founder of Rubinson Partners, Inc., a marketing and research consultancy. As Chief Research Officer at The ARF, Joel interacted directly with hundreds of research leaders and drove the organization’s initiatives regarding notably: • • • • •
Research transformation (designing the future of the profession—see the video 360 media and marketing Social media and listening Online research data quality Shopper insights
Joel helped build awareness of the ARF and its priorities by building a sizable social media presence via a blog that achieved thousands of page views each month and with a twitter profile of nearly 3,000 followers. Prior to joining the ARF, Joel was Senior Vice-President, Head of Advanced Solutions for Synovate North America where he was their leading branding resource and was also the global thought leader for shopper research. Before joining Synovate, Joel was at the NPD Group for many years, leading the creation of tools for brand equity management (BrandBuilder), new product forecasting (ESP), category management and designed many of their data collection and sampling methodologies as NPD changed from paper diaries to online research. Joel started his research career at Unilever. Joel is also a published author of numerous papers in professional journals and frequent speaker at industry conferences. He has taught the official American Marketing Association advanced tutorial on brand loyalty, been a professor at NYU and lectured at Columbia, Wharton, Amos Tuck School, and the University of Rochester. Joel holds an MBA in statistics and economics from the University of Chicago and a BS from NYU.
How Are People Spending Time With Your Brand? Posted by Joel Rubinson.
The idea is that the more time your customers are spending with your brand, the more they are engaging and absorbing your brand narrative (or co-creating it in a way that is meaningful for them and presumably, commercially advantageous to you.)
Click To Comment
So how do people spend time engaging with your brand? This is critical to learn and the answer might surprise you. Clearly, consumers spend time with your brand on Facebook, as you probably have a brand fan page with many fans (those who have liked you). For those I’ve studied, the Facebook fan page usually has many more fans than there are monthly visitors to the brand’s owned media website (e.g. about 15:1 ratio for Starbucks). Given the size of your fanbase, you probably therefore assume that is number one in terms of time with brand. Now, in addition, there is traditional media. Read More.
As a partner of this year's event, we would like to extend a special discount to you. When registering, please reference the following priority code to receive a 20% discount off the standard and onsite rate: TDMR11MRGA. Register Today.
Featured MRGA Blog Posts Perfect Jobs for the New iPad2 Unless you’ve managed to miss the buzz, the new iPad2 has just been announced along with the promise of delivering ―Facetime.‖ That is, allowing users to share moments that matter via video on the admittedly glorious iPad high resolution screen. We’ve been expecting this development, as the Qualvu Smartphone app was developed specifically with these types of tablet innovations in mind. Read More. By Guadalupe Pagalday. What the New MR Software Survey Report Tells us about Social Last week, results from the 2011 Market Research Software Survey Last week, results from the 2011 Market Research Software Survey by meaning ltd. were published. New this year are questions specific to social media market research.(Check out co-author @TimMacer's Research article) Based on responses from senior executives in 213 market research companies worldwide, the survey shows that social market research is in its infancy, with most firms of all sizes in the experimental or future-consideration stage: Read More. By Globalpark. How do you give back? Charity Makes Your Soul Feel Better I thought it would be interesting to find out how some of our members give back to through their market research efforts or through personal means. Feel free to share! Just reply to this post. I gave a contribution to Music for Relief, a cause I believe in because music can bring humanity together without having to speak the same language - in fact I believe it is the language of the soul. Read More. By Eric Bell. Research Now Poll Reveals Social Media a Fan Favorite in 2011 NCAA Tournament This year's NCAA Tournament has provided a host of new ways for fans to engage. Mobile devices offer a more extensive array of streaming opportunities than before. Additionally, the NCAA, broadcast experts, and others have put an increased spotlight on combining social media to cover the tournament in real-time, investigated further in a recent poll conducted by Research Now. Read More. By Research Now. Kinesis Survey™ Facilitates Animal Welfare Research for the Center for Shelter Dogs AUSTIN, TX (March 16, 2011) - Kinesis Survey Technologies LLC (Kinesis), the industry leader for future-proof market research software solutions, today announces the release of a new case study featuring its client Animal Rescue League of Boston (ARLB) and their utilization of the Kinesis Survey™ solution. ARLB is a non-profit organization dedicated to rescuing domesticated animals and wildlife. Read More. By Kinesis. Don’t Blame The Focus Group For Leaders’ Shortcomings One of the most influential books of the last decade, The Cluetrain Manifesto (2001), by Christopher Locke, Rick Levine, Doc Searls and David Weinberger, urged organizations to ―come down from their Ivory Towers and talk to the people with whom they hope to create relationships.‖ Customers, they said, ―have ideas for you too: new tools we need, some better service. Stuff we’d be willing to pay for,‖ and urged leaders to listen. Read More. By Leonard Murphy (Written by Susan Abbott and Chris Shields Kann).
35 Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.
The Research Club is an industry renowned series of International networking events for everyone involved in market or social research. The Research club provides the opportunity to make new contacts, develop national and international business opportunities and keep up to date with the latest industry developments. It’s fully endorsed by ESOMAR with several joint events held worldwide. Events are held in London, Paris, New York, Amsterdam, Hamburg, Milan and more recently in Dubai. Key locations in Asia Pacific, North & South America and Africa are also planned for 2011. Los Angeles, Melbourne, Mumbai Hong Kong and Singapore in the first quarter! Each event is an opportunity for delegates to meet with like-minded research professionals and create and maintain national and international networks – all within a relaxed and informal setting whilst enjoying complimentary drinks and canapés. The Research Club is a great opportunity to promote your brand and your company capabilities as well having an enjoyable evening. We think The Research Club is great, but then again you might be thinking that’s what you’d expect us to say! What really matters is what the people who attend The Research Club have to say and also those that sponsor the Research Club. What do they think? So don’t just take our word for it, here are a few words from some of the folk that have attended The Research Club. “Wow, great event in Los Angeles yesterday! It was wonderful meeting you, as well as discovering the Research Club. Thanks for working hard to put on such a great event. I really enjoyed it, and have to say it was the best marketing research mixer I’ve been to’. KK Holland, The Pollux Group Inc. ‘The turnout was great and the event was awesome’.” Mike Brezner, uSamp Inc. “The Research Club night in Paris was great! There I met many new colleagues some of whom I spoke with during the day at the SEMO Salon. With all these researchers we relaxed and enjoyed ourselves chatting about life, and “of course” about opportunities of partnership. I can’t wait for the next Research Club!” Federica Sacchi, Lorien Consulting “Good gathering of senior members of the market research industry in Italy, mainly representing market research agencies and fieldwork providers. The excellent location and the relaxing atmosphere helped to make of this networking event a successful one. An experience to repeat in the future.” Marco Gastaut, Toluna South Europe Sales Director “The Research Club was the best thing that happened at SEMO this year.” Patrick George, Askia
Click here to view upcoming events!
Conversations MRGA on LinkedIn :: The MRGA group on LinkedIn is comprised of almost 8,000 members globally. Diane Hagglund :: What do you do when research findings are different than core beliefs? InformationWeek did a very interesting article on Practical Analysis: User Habits And Making Tablets Seem More Like Beer. They did a survey showing IT prefers HP, then Dell for tablet computing and only then the infamous Apple iPad. But how can it be possible? Edward Appleton :: Can Market Research throw off its dusty image? Many of the research studies I have been involved with over the past 20 years have touched on the question "What's holding us back?"It's a question I think that the Market Research Industry would do well to ask itself. We're on the cusp of something exciting in market research - advances in neuroscience, technology & implicit measurement techniques, to name but a few, make it exciting times. Adam Rossow :: Some cool findings on how smartphones are changing our shopping experience. I knew people used smartphones while they shop, but HALF??? With today's increasingly mobile world, consumers are relying on smartphones for more than just calling a friend or emailing a coworker. People are using their phones while they shop, forever changing the shopping experience.... Loganathan Arumugam :: Marketing Mantra: Be it a Beer or a Babe... Just Bargain…!!! To be very frank with you all I’m a kind of buyer who readily pays-off how much ever the seller asks for without any hesitation for any kind of product that I decide to buy but recently I realized that I can make huge saving when we intend to negotiate for the price…
Tom Anderson :: The NGMR Top-5 HOT vs. Top-5 NOT: Predictions From The Who’s Who of Future Research… At exactly 9:00am EST this morning, well over 35 NGMR-Top Bloggers agreed to simultaneously post what they believe are 10 important things to consider for the research industry going forward. Jacob Brown :: When to choose In-Depth Interviews over Focus Groups. In-Depth Interviews and Focus Groups are great qualitative techniques; I’ve done thousands of both. If you’re not sure which would be the best approach for your project, here are 10 situations where telephone IDIs may be a better solution than groups. Anil Jangra :: Hyping Research Methodologies. While researchers often bring significant skills to new product development, they are sometimes shy about applying those same skills to innovations within the industry itself. As I think about the social reaction to adopting new technology, I wondered: Where do various research methodologies fit on a hype curve? Sean Copeland :: A great market research blog gets some recognition: The Voice of Vovici Blog Gets 2nd Place! I'm wondering what you think about how this top market research blog competition is being handled. Who should be included in next year's competition and how could it be better?
P Publish Your Blog
Corporate Membership Spotlight
Company Description :: 20|20 Research, Inc., a global provider of qualitative research fieldwork services and software, was founded in 1986 by former QRCA President Jim Bryson; since then, the organization has experienced growth, change and significant success…thanks to you. Serving the industry since 1986. ―Top Rated‖ by Impulse Surveys every year. Brand new facility opened in October 2007. Three spacious focus group rooms, with separate client suites and comfortable viewing rooms. Recruiting conducted inhouse – experienced in consumer, physician, B2B and ethnographies. Daily updates from your project manager. All technologies available, including dedicated client internet access, mp3/mp4 recordings, FocusVision®, VideoMarker®, ActiveGroup® and QualLab® for software and website usability testing. Also offering nationwide recruiting, project management and complete online qualitative services. Products and Services :: For more than a decade, qualitative researchers have been taking their projects online…and since Day One, we’ve been an important part of that movement. Today, 20|20 Technology, a division of 20|20 Research, Inc., is a worldwide leader in online qualitative research solutions, providing a variety of industry-leading software platforms: QualBoard™, for bulletin-board focus groups QualMeeting™, for live webcam interviewing QualAnywhere™, for mobile qualitative research QualJournal™, for online journaling and immersive research QualLink™, for quant-to-qual hybrid studies But, it’s not just about the software. Without world-class support, even projects conducted on the best software platforms will fail. At 20|20 Technology, we make sure that doesn’t happen. All 20|20 platforms comes with complete training, 24/7 tech support, around-the-clock user support and experienced Project Managers that hold your hand through every phase of your project. We also offer the largest curriculum of webinars in the industry – all targeted specifically at helping you to understand the benefits of online qualitative research. Sign up today. We are online qualitative research experts that bring together the tools, recruiting, training and support you need to execute the best research possible.
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Press Releases 20|20 Offers Free E-Book on Online Qualitative Research; Provides Details for Taking Traditional Qual Projects Online :: April 6, 2011 NASHVILLE, TN, April 6, 2011 – 20|20 Technology, a Division of 20|20 Research, Inc., today announced the release of its first E-Book about Online Qualitative Research. How to Save Time and Money on Your Qualitative Research Projects: Using Online Research Software for 5 Popular Methodologies. The E-Book was developed to help client-side researchers and research agencies better understand how the most common qualitative project types can be conducted online. The five articles in the E-Book detail how today’s most innovative researchers are taking traditional qualitative research projects – e.g. Concept Testing, Product Testing, Ethnographies – online, as a means to conduct their research faster, cheaper and (in many cases) better. According to 20|20 Founder, Jim Bryson, “For more than 10 years, 20|20 has been a worldwide leader in providing software, service and support for Online Qualitative Research. In that time, we have amassed a knowledge database that spans a wide variety of technologies, methodologies and applications. This E-Book presents several articles that can help researchers comfortably take that leap into online qual.” To download the free E-Book from the 20|20 website, Click Here.
In-Depth Consumer Insights in 7 Days; New, Faster-turnaround Qual Research Solution from 20|20 :: April 4, 2011 NASHVILLE, TN, April 4, 2011 – 20|20 Technology, a Division of 20|20 Research, Inc., today announced the launch of QuickQual Turbo™, a new bundled solution delivering fast-turnaround, in-depth qualitative research. Built around 20|20’s QualBoard™ bulletin board focus group platform, QuickQual Turbo™ takes advantage of proprietary processes, technology and a dedicated Qualitative Assistant to deliver on the promise of a 7-day (or less) turnaround on consumer studies in the US. The QuickQual Turbo™ bundle includes up-front planning, screener writing, help developing the discussion guide, all recruiting and incentives, participant management, assistance with probing and the delivery of a complete, customized reporting package at the close of the project. According to Jim Bryson, Founder of 20|20, “In January, we launched QuickQual™ which delivered a 14-day turnaround time on qualitative projects. For many of our clients, though, that wasn’t fast enough. With QuickQual Turbo™ and a further integration of technology with our own internal operations, we can now turnaround most consumer studies in an unheard of seven days.” Bryson also said, “QuickQual™ and QuickQual Turbo™ were developed for two distinct groups… client-side marketers and researchers who conduct their research in-house and medium-to-large research agencies looking to get things done faster. We have even eliminated the tortuous bidding process – QuickQual™ and QuickQual Turbo™ are offered at a flat bundled price.” Details about the QuickQual™ products can be found at http://www.2020research.com/quickqual/. ABOUT 20|20 RESEARCH, INC. – 20|20 Research, Inc. (founded in 1986) is a worldwide leader in Online Qualitative Research software and support, having helped their clients conduct thousands of online projects in more than 30 countries around the globe. In addition to their industry-leading qualitative software platforms - QualBoard™, QualMeeting™, QualLink™ (patent-pending), QualAnywhere™ and QualJournal™ - 20|20 Research also conducts Qualitative Recruiting and operates three “Top Rated” Focus Group facilities in the U.S. - Miami, FL, Charlotte, NC and Nashville, TN. For more information about 20|20 Research, Inc., visit http://www.2020research.com or contact Steven Henke, President, at (800) 737-2020 or email@example.com. For more information about any of 20|20 Technology’s Products, visit http://www.2020research.com/technology-products/ or contact the 20|20 Sales Department at Sales@2020research.com, (800) 737-2020 (U.S.), +44 (0)20 3318 5979 (U.K.) or +33 (0)9 75 18 13 54 (France).
Wednesday, April 20, 2011 – 11AM Mobile Surveys: Techniques & Best Practices Join this FREE live webinar as Kristin Luck, President, introduces you to Decipher's mobile surveying capabilities. Over 60% of US marketers are using, piloting, or expecting to use mobile marketing in 2010. When you consider the ubiquity of mobile phones, their presence in the daily lives of users, advances in the wireless networks and improved handset technology, it is easy to see why marketers are becoming hooked on the idea of mobile marketing. In fact, mobile marketing is one of the fastest growth areas in media adoption. Mobile marketing and advertising will grow almost ten-fold over the next five years, from $1.5 billion to $11.5 billion according to eMarketer. This session will give an overview of mobile research techniques as well as Decipher's mobile surveying capabilities and sampling strategies. To sign up for this webinar, Click Here » Wednesday, April 27, 2011 – 11AM Decipher "Basic" Training Join this FREE live webinar as Jamin Brazil, co-founder and co-CEO, takes you through an overview of Decipher's surveying and reporting systems. This session is ideal for those looking to get an overview of Decipher's technical and reporting capabilities as well as for those looking for a refresher course on portal functionality. This session will include an overview of Decipher's online survey capabilities, a portal overview, walk through of the change management system (CMS), a walkthrough of the field reporting system as well as Decipher's online reporting functionality. To sign up for this webinar, Click Here » © Copyright 2011 decipher, inc. | all rights reserved.
Press Release Toluna Announces Two Executive New Hires :: April 18, 2011 John Bremer appointed Chief Research Officer and Peter Shafer appointed Senior Vice President, Enterprise Solutions (Wilton, CT, USA) Toluna, one of the world’s leading online research panel and survey technology providers, today announced the appointment of two key new hires. John Bremer joins as Toluna’s Chief Research Officer. His appointment emphasizes the company’s ongoing commitment to superior quality in online research and technology innovation. Before joining Toluna, Mr. Bremer served as Chief Research Officer at Compete, Inc., a Kantar Media company. Prior to working at Compete, Bremer worked for Harris Interactive, where he held the position of Senior Vice President, Global Representativeness and Co-Director of the company’s Center for Innovation. When asked about joining Toluna, John Bremer noted, “the Toluna team recognizes that a focus on data quality and respondent representativeness is crucial to research excellence. I plan to ensure that the name Toluna is synonymous with quality research.” Peter Shafer joins Toluna as Senior Vice President, Enterprise Solutions. Most recently, Shafer served as CEO of KRC Research, a fullservice market research firm focused on meeting the research needs of public relations, advertising and communications agencies. Shafer brings more than 20 years of industry experience to Toluna, having held marketing and sales leadership positions at the Gallup Organization and Harris Interactive. “Toluna’s expanding suite of market research solutions and its commitment to invest in new, cutting-edge tools attracted me to the organization,” says Shafer. “I feel that the company is uniquely positioned to provide innovative, and ultimately better ways to access consumer opinion and improve the business decision-making process. I look forward to taking these tools to market.” George Terhanian, President, Toluna North America and Group Chief Strategy Officer, commented, “I am thrilled to announce these new hires. They reflect Toluna’s ongoing commitment to providing superior solutions to our clients in North America and worldwide.” Additional biographies and information can be found by visiting http://www.toluna-group.com/us/about-us/management-team.
About Toluna Toluna enables organizations to generate valuable customer insight by combining its online market research panel and industry leading technology. Toluna provides companies the ability to answer questions of their target audience quickly and efficiently and leverages a unique approach to respondent recruitment and engagement with its online ‘community’ and proprietary Real-Time Sampling® methodology. Toluna guarantees that the data clients receive is of the highest quality and has built a set of standard operating procedures, SampleSafe™ that ensure respondents are validated, and de-duplicated before participating in your surveys. Further, Toluna provides the industry’s leading online market research technology suite, enabling hundreds of market research organizations and agencies worldwide to create surveys, manage panels and build online communities. Toluna’s products include PanelPortal™, AutomateSurvey™, IVR, mobile surveys, BrandSpector™ and QuickSurveys™. Toluna also boasts several practices, focused on meeting the specialized needs of specific sectors, including Healthcare, Media and Tracking work. Toluna has offices in the US, Canada, UK, France (headquarters), The Netherlands, Romania, Germany, India, Australia, Japan and China.
New Membership Spotlight New Membership Spotlight
Welcome some of MRGAS’s newest members… Welcome some of MRGAS’s newest members…
Michalis Michael London United Kingdom
Tamara Pritchard Vancouver, BC Canada
Company: Vision Critical
Member Since : March 31, 2011
Member Since: March 2, 2011
I am a market research: Full-Service Market Research Firm
I am a market research: Market Research Solution Provider
MaryEllen DeMarco Philadelphia, PA United States Company: Thomson Reuters Member Since: March 15, 2011 I am a market research: End-User(Client-Side-User)
Leonard Stein New Rochelle, NY United States Company: Visibility Public Relations Member Since: March 30, 2011 I am a market research: General Solution Provider Non - Research
Marsi Bennett San Diego, CA United States
Praz Hari Sydney, Australia Australia
Company: Colmar Brunton
Member Since: March 29, 2011
Member Since: March 22, 2011
I am a market research: End-User(Client-Side-User)
I am a market research: Market Research Solution Provider, Market Research Media Provider
Top Stories Can a Marriage Between Social Media and Traditional Market Research Survive? By George Terhanian
To say that social media and mobile technology have created new paradigms may be the epitome of understatement. They have created a new universe, where the old laws of how we interact with and control information no longer apply. For those of us whose lives revolve around the collection and analysis of information, the question seems clear: Can traditional information-gathering methods co-exist with the new masters of the universe and, if so, how should the new fabric weave together? The future may belong to those who can answer that question. Let’s look at the journey of one (fictional) marketing researcher who found his way into the perfect, hybrid universe where traditional and new media information-gathering methods work together in concert. It’s late 2009, and thanks to your expertise on the intersection of public opinion and social media, President Obama has folded you into his team. It’s just days away from a mid-term election year, and understandably, the administration wants to know how Americans view their policies, especially in the volatile and ongoing arena of healthcare reform. It’s your role to sift through the cacophony of noise in the constantly expanding social media universe, isolate the right snippets of information and use them to paint a clear picture of the public’s feelings about the impending legislation. As the size and influence of social media continue to grow, so too does the importance of your role. So it’s hardly surprising when, one afternoon, the president’s chief of staff texts you a request for a meeting at 9 a.m. the next day. The fact that it happens to be Christmas only underlines the administration’s urgent need for the skills you bring to the informationgathering table.
So you print an article by Brendan O’Connor and colleagues from Carnegie Mellon University. The authors maintain that analyses of Twitter postings can produce certain information (e.g., population estimates of consumer confidence) that is equivalent to that generated through surveys. They conclude that, “mining public opinion from freely available text content could be a faster and less expensive alternative to traditional polls.” “Precisely!” you say to yourself, seeing this as just one more nail in the coffin of marketing research. “It’s the wave of the future.” But then you remember the somewhat contradictory conclusions in a press release issued jointly by Clarabridge, a text-mining software provider, and Harris Interactive. The release describes the two companies’ efforts to compare five months of social media and survey information concerning Americans’ views toward the president’s proposed healthcare reform initiative. From July through November, 2009, Clarabridge extracted the entire population of social-media postings about healthcare reform from blogs, micro-blogs (including Twitter), message boards, forums, social networking sites, video/photo sharing sites and wiki sites. It then employed natural language processing and sentiment scoring, among other techniques, to deepen its understanding of the postings. Specifically, Clarabridge categorized each posting on a continuum as positive, neutral, or negative, and then tallied the data. The results indicated that opposition (i.e., counts of negative postings) to the initiative outweighed support (i.e., counts of positive postings) in August 2009 whereas support took a definite lead in September, October and November, as the table to the right shows. But here’s the rub: Survey research told a somewhat different story, with Harris finding that more Americans supported than opposed the initiative in July (53 percent vs. 47 percent), August (55 percent vs. 45 percent), and September (54 percent vs. 46 percent). In October and November, near-equal percentages supported and opposed it. In summary, across the five-month period, analysis of social media suggested that support for the initiative increased substantially while Harris indicated that it decreased slightly.
But, as you realize the meeting is just 17 hours away and you don’t know exactly what you’re going to tell the president and his staff, you can sympathize with the baked ham in front of you. Unless you can help the team peer into the depths of social media for a clear view of the attitudes toward healthcare reform, your professional goose (or in this case ham) is cooked. Do Tweets Tell All? You gobble down some ham, skip dessert, and then head to your study to organize the material you’ve been gathering for weeks. First, you need to establish the pre-eminence of social media in the information world.
As you did when you first read about the study, you find the divergent numbers confusing. You know that the 16-point gap is too big to dismiss as random noise, so what does it mean? Did 65 percent or 49 percent of Americans support the proposed initiative in November? You need the answer by 9 a.m. the next day. Weighty Questions You make a few calls and send some e-mails, but no one gets back to you. (It is Christmas after all.) Then it occurs to you that in survey research, the unit of analysis is the individual respondent, with each person’s views carrying the same weight (more or less) in an overall analysis. In social media analysis, however, the unit of analysis is the
Continued Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.
Top Stories Can a Marriage Between Social Media and Traditional Market Research Survive? (Cont.) posting rather than the individual poster – the more comments one posts, the more weight one’s postings carry. But, how do these differences skew results? Finally, a co-author of the release returns your call. A note of desperation in your voice, you ask how the two figures in question could have diverged so. She explains that Harris also asked Americans whether they posted positive or negative comments online about the initiative, and how often they did so.
Finally, the picture comes into focus. You realize the company could successfully combine a number of approaches, including: Enticing its customers to agree to receive special offers through their mobile phones when they’re near a store, in exchange for additional customer-loyalty points and permission to track their whereabouts through the GPS within their phone. Presumably, this would increase instore traffic and lead to sales. If the company were to analyze the transactional history of each customer, as you suspect it does already, it could tailor the offering to each one.
“And…?” you ask. “Overall, 14 million people posted positive comments online as opposed to 18 million who posted negative comments.” The bottom line? “The positive posters were far more prolific – they posted more comments than their negative counterparts. This should explain the apparent disparity between the two data sources.” Thanks to the co-author’s explanation, you now see survey research in a new light: as a means of interpreting and adjusting the social media data. Without this check and balance, social media can paint an unclear – and essentially untrue – portrait of attitudes. You have no idea how you would have interpreted the social media data in its absence. You’re no longer convinced that social media analysis will replace survey research anytime soon and, in fact, begin to see how the two can work hand-in-hand. The next day, you arrive at the White House and confidently deliver the news: More Americans oppose than support the healthcare initiative. The assembled advisors aren’t thrilled with that news. But they’re delighted to learn that the overall buzz on the Internet about the initiative is more positive than negative, especially after you explain that this bodes well for the future of the healthcare reform initiative. A Smooth-Running Machine As you walk through Washington after the meeting, you begin to wonder what the convergence of these two information-gathering modes means in the “real world” outside of Washington politics. How will the countless people worldwide who buy or otherwise rely on survey or other types of research make sense of all the data collection, data analysis and data delivery options that are available to them today, such as CRM systems, mobile interviewing, location-based targeting, virtual footprint tracking, interactive voice response (IVR), traditional telephone interviewing, panelbased online research, do-it-yourself (DIY) survey systems and social media analysis? You picture a huge warehouse, its floor littered with piles of machine parts. You know the parts should fit together to build a smooth-running machine. But how?
Setting up a customer feedback phone number, printed on sales receipts. When a customer called, she would be asked a series of taperecorded questions about their shopping experience, with additional customer-loyalty points the reward for her answers. Inviting customers to share social media postings, in exchange for additional points. This would help the company’s marketing team understand how customers talk about the store and the brand, and develop marketing plans accordingly. Determining which Web sites customers visit as a means of understanding their interests. It would also help the company decide where to advertise. (Many customers would permit their virtual footprints to be tracked in exchange for points.) Interviewing customers through, say, a DIY question writing and reporting capability that’s embedded into the company’s Web site for loyal customers. The company could also use online or more traditional telephone or person-to-person research to determine what magazines or newspapers customers (or even non-customers) read, which television shows they watch, and how engaging they find these shows. Used together, these various approaches could give the company a clear view of its customers and help it decide where to spend precious advertising dollars. Co-existing Peacefully and Productively You finally discover what some marketing researchers have already figured out that traditional marketing research can – and in fact should co-exist with new-media research. In the new, hybrid universe, each strengthens the other. George Terhanian is the president and group strategy officer for Toluna North America.
You decide that you need to not only understand the unique strengths and weaknesses of each option, but you also must then choose the optimal combination. In the abstract, the challenge is not daunting, but how would it play out in the “real world” of commerce? You’re unsure and continue walking. Eventually, you find yourself in front of a well-known, upscale beauty supply store. You enter, wander around, and watch people pay for their purchases, using their customer-loyalty cards.
George H. Terhanian Ph.D. President North America and Group Chief Strategy Officer :: Toluna
Top Stories Learning from Machiavelli:
Loyalty is Rooted in Self Interest
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By Howard Lax First, let me ask for a little latitude with my metaphors. Perhaps I could have chosen a philosopher with a more benign, more altruistic image than Machiavelli, the cold realist typically associated with “the ends justify the means” school of thought. Yes, the counsel he provides in The Prince can be brutal and deals with the loyalty of the monarch’s subjects, not customers, but there are some clear lessons that still apply and from which we all can learn. “The nature of peoples is fickle, and it is easy to persuade them of something but difficult to keep them in that persuasion.” Is this a caution to the sovereigns of the day, or a prescient word to marketers about the relative ease of convincing consumers to try something and the difficult challenge of sustaining loyalty and retaining customers? The initial lure for “a taste” or consideration is easier than keeping them “in that persuasion,” which requires delivering on the promise and guarding against the persuasive efforts of competitors. Was Machiavelli speaking about political power when he said that “a prince must have a friendly people; otherwise he has nowhere to turn in adversity” – or was he warning CXOs that their firm’s market power is rooted in their relationships with customers who support the company with their pocketbooks and word of mouth? The true measure of the strength of those relationships is tested in the face of some market adversity – be they “real” or perceived problems – whether its reports of antenna issues with iPhones and unintended acceleration on Toyotas or the spate of mortgage servicing problems at major banks and the constant sniping among cell providers about the other companies’ poor coverage and dropped calls. I think Machiavelli is most perceptive, however, in his insights with regards to the basic idea that it is the interests of people that motivate their behaviors. “A wise prince must adopt a policy which will insure that his citizens always and in all circumstances will have need of his government; then they will always be faithful to him.” How does an organization instill a sense of loyalty among stakeholders? First and foremost, deliver the goods and services that stakeholders need in a manner that best meets their perceived needs. In other words, be the best at delivering on the interests of customers (not to mention employees and other stakeholders). I know this sounds so, well, selfish, so politically incorrect, so Me-Generation. But people (including people acting on behalf of businesses or other organizations) act out of a sense of perceived interest. This isn’t necessarily ignoble.
Those interests can be better quality, superior service or lower price – or they can be environmentally conscious, socially responsible and economically fair. While the interests of some consumers might be shopping for fine quality clothing, an excellent buying experience or the best price, others have equally valid interests in buying only from manufacturers who pay fair wages, prohibit child labor and use animal-friendly materials. We might characterize the first group as expressions of greedy self interest and the latter as “enlightened self interest” or even altruistic; either way, the individual’s interests are at the root of their behavior. Of course, everyone has a range of interests, and people implicitly prioritize those interests when they make decisions, almost all of which entail at least some trade-offs between interests. Machiavelli was spot-on: interests are what matter to and motivate people. When buying a car, some people care about (that is, have an interest in) mileage because they worry about the price of gas, others are more concerned about the environment or about the security and source of oil supplies. The self-interest about costs is not inherently less or more reasonable than an interest in the environment or, for that matter, the lack of concern (or lower priority) expressed by someone buying a gas guzzler. I know waxing on about how consumers are driven by their perceived interests and that companies can best build customer loyalty and deliver memorable experiences by delivering on the interests of their customers isn’t going to win me a group hug or prompt a spontaneous round of Kumbayah. But recognizing and delivering on this will win the attention, delight and loyalty of customers – which is the objective, because that is in the interest of the firm. I don’t know if Machiavelli’s image is at least partially rehabilitated in your eyes. I won’t make any excuses or advocate for some of his more extreme positions (“the injury done to a man must be of such a nature as to make vengeance impossible” or “in the actions of men . . . the end is all that counts”). Whether people are inherently good or not (and the not side of the argument is clearly where Machiavelli stands), they are driven by their perceived interests and priorities and are the most loyal to those companies and organizations that best deliver on those interests and priorities. Click here to comment and interact.
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Events FREE WEBINAR: THE FOUR PILLARS OF CONSUMER TRUTH April 26, 2011 from 3pm to 4pm – Webex It’s Not Getting Consumers To Tell the TruthIt’s Letting Consumers Tell the Truth Online and mobile research methods can surpass traditional methodologies under one condition: If they deliver mor…Organized by Guadalupe Pagalday | Type: webinar
BURKE INSTITUTE – FOCUS GROUP MODERATOR TRAINING May 3, 2011 to May 6, 2011 – Cincinnati This limited enrollment, intensive 4-day workshop is designed to train you to become a focus group moderator. Specifically, you will learn: How to communicate with your ―clients‖ to understand their…Organized by Beverly Schalk | Type: seminar
DECIPHER "BASIC TRAINING" April 27, 2011 from 11am to 12pm – Webinar Join this FREE live webinar as Jamin Brazil, co-founder and co-CEO, takes you through an overview of Decipher's surveying and reporting systems. This session is ideal for those looking to get an over…Organized by Decipher | Type: webinar
BURKE INSTITUTE - MARKET SEGMENTATION & POSITIONING RESEARCH June 7, 2011 to June 9, 2011 – Chicago In this 3-day seminar, you will learn how to segment your markets and select the best target markets for your products and services. Specifically, you will learn: Why it is critically important to segment your markets, select the most profitable targets, and position your…Organized by Beverly Schalk | Type: seminar
WEBCAMS AND QUALITATIVE RESEARCH...THE TIME HAS COME April 28, 2011 from 2pm to 3pm – http://events.constantcontact.com/register/event ?llr=n5n6drcab&oeidk=a07e3nv7ytjbf85d5ad Please join us Thursday, April 28th as host Jim McLeod-Warrick of Beacon Technology Partners LLC presents Webcams and Qualitative Research...The Time has Come. This webinar will focus on the place of…Organized by FocusVision World Wide | Type: webinar
2ND INTERNATIONAL CONFERENCE ON MARKET RESEARCH IN THE MOBILE WORLD July 19, 2011 to July 20, 2011 – Atlanta, Georgia The GreenBook Marketing Research Directory, in Collaboration with Merlien Institute and the Center for Business Innovation and Creative thinking at the Coles College of Business are pleased to announce…Organized by Leonard Murphy | Type: mobile, research, conference
IIR TECHNOLOGY DRIVEN MARKET RESEARCH May 2, 2011 to May 3, 2011 – Hotel Allerton Chicago Starting things off is the Technology Driven Market Research conference scheduled for May 2-3, 2011 at the Hotel Allerton Chicago in Chicago, IL. The theme for this year’s conference is ―Capture I…Organized by IIR | Type: conference
CONGRESS 2011 IMPACT - RESEARCH RELOADED Amsterdam / 18 - 21 September September 18, 2011 to September 21, 2011 – Westergasfabriek Why does IMPACT matter? Is Market Research effective? The value and profitability of any product or service and the impact of it in the marketplace depends on the decisions driven by effective market…Organized by ESOMAR | Type: conference
Click here to view all of the upcoming events. Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.
DIY Online Qualitative Research Tool Intro :: Group Quality™ is a do-it-yourself online qualitative research tool is designed to quickly achieve…Added by Steven Mallows
Consultancy in Brazil -Interview to Globo TV :: Interview of Enterbrazil Consultancy staff to TV program Globo Universidade…Added by: Marcelo Sicoli
Group Quality DIY Real-Time Qualitative Research Creation Wizard :: Create and schedule a group in minutes by choosing the start and end time. Schedule a real-time online… Added by Steven Mallows
Graham Page on neuroscience and market research :: ―Neuroscience is strategically vital to what we do.‖ Courtesy of http://www.research-live.com/
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Company Description ActusMR™, Inc . is a world class provider of strategic sales solutions, specializing in the marketing research industry. ActusMR™ is known as a resource to any firm wanting to increase sales exposure. Whether clients are leveraging our sales representatives, working with us to refine your sales process, or leveraging our virtual sales team management, ActusMR™ can help you grow, as well as gain stronger name recognition. In the race for market share, you need to have your strongest team running. Clearly an endurance race, we'll help you develop a strategy to outlast the competition. Go for the gold with Team ActusMR™! Email: email@example.com Website: www.actusmr.com MRGA Profile: www.mrgasn.com/profile/ActusMR
Company Description THE OTHER SAMPLING COMPANY IN CONNECTICUT™ - Call for competitive quotation. Quality online and telephone samples since 1991: exact age, income, new mothers, ethnic, businesses, tract/block groups, radius, RDD, many low incidence categories (product users, etc.), radius, census tract/block groups, many others, standard formats, email delivery, survey/sampling expertise. Survey programming and hosting. Email: firstname.lastname@example.org Website: www.affordablesamples.com MRGA Profile: www.mrgasn.com/profile/AffordableSamples
Company Description The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Our principal roles are:
• The AMA serves as a conduit to foster knowledge sharing. • Providing resources, education, career and professional development opportunities. • Promoting/ supporting marketing practice and thought leadership. Through relevant information, comprehensive education and targeted networking, the AMA assists marketers in deepening their marketing expertise, elevating their careers and ultimately, achieving better results. Website: www.marketingpower.com MRGA Profile: Coming Soon
Social Media Innovators :: Company Description The Internet is the greatest data source we have ever seen. Always changing, expanding and evolving at a pace faster than we can digest. In order for the Internet to be a great business information source, we must be able to able to identify the information we need, aggregate it efficiently, review it effectively and take action. Since our inception in 2002, Broadlook Technologies has focused on delivering innovative software solutions and services to empower business professionals to â€•Leverage the Internetâ€– as a real-time source of contact, company and business intelligence and information. With well in excess of 10,000 users across 23 countries, Broadlook has emerged as the leader in helping B2B sales, marketing, specialty information publishers, talent acquisition departments, professional recruiting and staffing turn the Internet into an optimal sources to generate leads, source talent, power marketing campaigns, develop business, drive revenues and grow. The future is brighter than ever. Several core applications have been architected for the SAAS and mobile platforms. The award-winning Contact Capture application is available on the major mobile platforms and has over 250,000 downloads. Profiler will be SAAS enabled and distributed through strategic integration partnerships with leading Applicant Tracking and CRM partners. Website: www.broadlook.com MRGA Profile: www.mrgasn.com/profile/Broadlook
Company Description We gather millions of opinions everyday. We organize these opinions and deliver them to you in real-time. CivicScience Inc. is a team of career idealists that includes world class economists, scientists, software engineers, leading pollsters, former elected officials, media personalities, and accomplished entrepreneurs. Website: www.civicscience.com MRGA Profile: www.mrgasn.com/profile/CiViCSCIENCE
Company Description A marketing research services provider, Decipher specializes in online survey programming, data collection, data processing/reporting and custom technology development. Utilizing web-based applications, Decipher integrates state-of-the-art technology with traditional research techniques. Decipher's survey tools and data reporting suite provide users with the ability to automate post-field production, significantly increasing the accuracy and quality of research reporting. Email: email@example.com Website: www.decipherinc.com MRGA Profile: www.mrgasn.com/profile/decipher
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Company Description: Founded in 1995, DMS Insights leverages its full-service heritage to provide a level of research knowledge and expertise unseen with other online sample providers. Experts in Online Research: Our team has extensive full-service research experience from both client and supplier-side companies. The benefit to you will be obvious -executional excellence based on greater research knowledge and a deeper understanding of your objectives. The Highest Quality Sample: Our pioneering work in creating the innovative ―river sampling‖ methodology resulted in the development of Opinion Place, the online industry’s first and largest portal for reliable survey respondents. Opinion Place is the right choice when quality matters. Precision Targeting: Specialty panels we offer include: Hispanic (Tu Opinion Latina), B2B, and Health Conditions. Our level of research experience, in combination with the quality of our unparalleled samples, makes DMS Insights an excellent choice to meet your online sampling needs. Email: firstname.lastname@example.org Website: www.dms-insight.com MRGA Profile: www.mrgasn.com/profile/DMS
Company Description EFG is the U.S. subsidiary of the Paris-based MV2 Group, one of the European leaders in international Market Research. EFG is a fullservice one-stop shop for quant/qual fieldwork and mystery shopping worldwide on behalf of US-based Market Research and consulting firms. We provide quotes within 24-36h, coordinate your fieldwork worldwide, provide daily updates, and answer any questions you might have. EFG’s global network counts 9,500 Face-to-Face interviewers (CAPI-equipped), 2,000 in-house CATI Stations, 75 Focus Group Facilities, and 35+ proprietary panels across EMEA, APAC, and LatAm. EFG is ISO 9001 quality certified since 1995. EFG covers all types of industry. Special units dedicated to specific industries such as Healthcare, IT, B2B, C-Levels, Finance, Automotive, and Sports. Email: email@example.com Website: www.efgresearch.com MRGA Profile: www.mrgasn.com/profile/EFG Company Description
Company Description FocusVision is the leading global provider of live video transmission, analysis and archive solutions for the qualitative market research industry. With transmission solutions for all venues, including the largest global network of focus group facilities, FocusVision delivers the highest audio and video quality, security and reliability for the most advanced research organizations in the world. FocusVision solutions increase key stakeholder participation, avoid the hassles and costs of travel and accelerate the review, analysis and reporting process to make smarter decisions, faster. Email: firstname.lastname@example.org Website: www.focusvision.com MRGA Profile: www.mrgasn.com/profile/FocusVision
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Company Description Gazelle is the trusted resource chosen by leading market research firms since 1993. Services include domestic and international field management in all methodologies, online programming and hosting, sample acquisition, data processing, coding and foreign language translations. When you partner with Gazelle, we put you in touch with our extensive network of global providers in Europe, Asia, Africa, plus North America, Latin America and the Middle East. All work is prepared in compliance with the International Code of Marketing and Social Research Practices. Gazelle Global Research Services, LLC is certified as a women’s business enterprise through the Women’s Business Enterprise National Council (WBENC). Professional affiliations: PRC certified by the MRA, AMA, CASRO, ESOMAR and AIMRI. Email: email@example.com Website: www.gazelleglobal.com MRGA Profile: www.mrgasn.com/profile/GazelleGlobal
Company Description Globalpark offers panel, community and feedback management solutions that drive loyalty, product innovation, and marketing reach. We help organizations like Citi, Daimler and Nintendo, and top MR and HR agencies, to ensure the voice of the customer/employee informs daily decisions. We offer web-based solutions for: - Online Research including mobile, for instant ―in the moment‖ feedback - Research Panels with the most open, efficient panel management platform available - Private Feedback Communities fusing quant and qual research - Advocacy Networks to build reach, reputation With 10 years experience, we offer a proven, cost-effective solution to help organizations manage what matters and fuel bottom-line growth. Email: firstname.lastname@example.org Website: www.globalpark.com MRGA Profile: www.mrgasn.com/profile/globalpark
Company Description Every month, thousands of companies, organizations, governmental agencies, and market research firms use the GreenBook to find partners for research projects. These prospective buyers of research services find GreenBook to be: - Reliable: information is provided & verified by listed companies - Detailed: provides clear direction and confidence - Practical: standardized, uncluttered and user-friendly format Email: email@example.com Website: www.greenbook.org MRGA Profile: www.mrgasn.com/profile/GreenBook
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Company Description Founded over a decade ago, Hotspex helps the marketing world discover the hidden truth behind consumer behavior â€“ emotions, feelings and relationships towards brands and marketing ideas. Leading manufacturers, retailers and service providers continuously rely on us for our insights, innovation and technology. We differentiate ourselves from other research companies by: 1) focusing on emotions to understand subconscious associations and drivers of behavior, 2) engaging millions of consumers to help us shape products and experiences through our interactive and enjoyable surveys, and 3) providing business-focused analysis of all results. Email: firstname.lastname@example.org Website: www.hotspex.biz MRGA Profile: www.mrgasn.com/profile/HotSpex
Company Description HubSpot's vision is to provide a (killer) marketing application and provide great advice to small businesses enabling them to leverage these disruptive effects of the internet to "get found" by more prospects shopping in their niche and to convert a higher percentage of prospects into customers. Most small businesses have a website that behaves like their old paper-based brochures, but just sitting online. It is rarely updated, is not given significant visibility by the search engines, has low traffic levels, does not encourage return visits, does not enable/track conversions, etc. What HubSpot does is transform that relatively static website into a modern marketing machine that produces the right leads and helps convert a higher percentage of them into qualified opportunities. For more information about what we are building, see our products page and see this article on our strategy for success. Email: email@example.com Website: www.hubspot.com MRGA Profile: www.mrgasn.com/profile/HubSpot
Company Description iCharts offers a fully integrated, web based solution that allows you to visualize any kind of data online and easily distribute it to any audience. No Software to download. No Programming required. iCharts has solutions designed for researchers that: allow users to visually experience, consume, analyze and reuse your data; create dynamically updated interactive charts and dashboards; integrate data across multiple sources, including surveys and databases; automatically update iCharts wherever they are on the web with no manual effort; and improve productivity by going from raw data to charting and online distribution with no aggregations or crosstabbing required. iCharts - your online resource for data visualization, publishing and information distribution. Email: firstname.lastname@example.org Website: ichartsbusiness.com/solutions MRGA Profile: www.mrgasn.com/profile/iCharts
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Company Description InsightsNow is the leading product design and development research company whose unique consumer behavior frameworks, powerful technology platform, and rapid delivery of relevant insights provide a rich, integrated, and scalable research environment that accelerates the development of products for major consumer packaged goods manufacturers. Through the company’s advanced real time research and analytic solutions, such as profilesNOW and reportsNOW, InsightsNow provides faster, deeper, and more insightful results. InsightsNow’s headquarters are in Corvallis, Oregon with offices throughout the United States. For more information, visit www.InsightsNow.com or call 541-757-1404.
Email: info@InsightsNow.com Website: www.InsightsNow.com MRGA Profile: www.mrgasn.com/profile/InsightsNowInc
Company Description Kinesis Survey Technologies™ provides powerful survey and panel management solutions for building and maintaining web and wireless survey communities with two available versions -- Market Research and Enterprise editions. Kinesis Survey™ is a web-based, survey programming application with intuitive user interface for rapid training and minimal programming time. Kinesis Panel™ is a query, sample distribution, and invitation solution that supports small communities or large. Kinesis Panel includes a customizable Panelist Portal for creating panel and community websites, and API for extending to third-party and in-house applications. Reporting tools provide visibility to all aspects of survey launch and panel management, with branded options for third-party access. Email: email@example.com Website: www.kinesissurvey.com MRGA Profile: www.mrgasn.com/profile/Kinesis
Company Description The Market Research Event unites the world's most influential researchers to share best practices, industry innovation and showcase the business value of market research. This years event is November 07 - November 09 2011 in Orlando, FL. MRGA members receive a special discount. Brought to you by IIR USA: Our events provide you with laser focused content, unique experiences, access to people & ideas that create innovation, relevant connections, & generate business. IIR USA has identified and branded 5 critical factors necessary to meet changing customer needs . It's through the unique combination of these imperatives that IIR USA events continually set the standard for which conferences in general are measured. Email: firstname.lastname@example.org Website: www.themarketresearchevent.com MRGA Profile: www.mrgasn.com/profile/tmre
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Company Description Founded in 1979, Mktg, Inc, is the online SampleAnalysts™ to the industry with the largest global research on research effort covering 35 countries. The Grand Mean Project™ tracks hundreds of panels globally. Our consistency modeling is a new measure of quality. Offering unique online sample quality measures through: The Grand Mean Project™; Optimum Blending Solutions™; Consistent Track ™; QMetrics™: Crop Duster™. State of the art programming/hosting & 160 CATI stations. Email: email@example.com Website: www.mktginc.com MRGA Profile: www.mrgasn.com/profile/grandmean
Company Description The Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of the market intelligence and survey research industry, including social research, competitive intelligence, data mining, insight, and knowledge management. Members include over 1,800 practitioners, small to large research houses, and the many buyers of research services, such as financial institutions, major retailers, insurance companies and manufacturers. The industry accounts for almost three quarters of a billion dollars in market research activities annually. The MRIA was founded on November 21, 2004, after the membership of the three Canadian associations representing the industry voted overwhelmingly in favour of merging. The newly-created body, which began operations on January 1, 2005, presents a unified voice for the industry; pulling together all of the products and services formerly offered to the public and the respective members of the now dissolved Canadian Association of Market Research Organizations (CAMRO), the Canadian Survey Research Council (CSRC) and the Professional Marketing Research Society (PMRS). Email: FBorok@mria-arim.ca Website: www.mria-arim.ca MRGA Profile: Coming Soon
Company Description Successful qualitative research techniques begin with understanding the specifications of our clients. Our professionally trained in-house staff can tackle the most difficult recruiting assignments in a timely and cost effective manner utilizing client supplied sample, our computerized database, location intercepts or random calling. Mars Research has an extensive field department that offers our clients the opportunity to conduct mystery shops, store audits, and exit interviews on a local, regional and/or national level Quantitative research studies are implemented with a team approach. This gives us the ability to complete projects on schedule and within budget. Every interviewer is thoroughly trained, briefed, supervised and monitored to ensure accurate and valid data collection. Our research provides reliable and concise data on consumers, professionals and businesses, as well as a full range of special target audiences, including seniors, physicians and baby boomers. Email: firstname.lastname@example.org Website: www.marsresearch.com MRGA Profile: www.mrgasn.com/profile/MARS
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Company Description Missing from this new economy is an intermediary to unite organizations and service providers. Mavenlink is that connection. Organizations and service providers that use Mavenlink can tap into trusted referral networks to contract specialized talent without the cost, barriers or time-consuming processes of traditional staffing companies and recruitment firms. The Software as a Service platform enables organizations and service providers to conduct business while simplifying communications and promoting transparency among collaborative work teams. Email: email@example.com Website: www.mavenlink.com MRGA Profile: Coming Soon
Company Description Mindwave has in-depth experience in several quantitative and qualitative methodologies, but it’s our ―think beyond the assignment‖ mentality and our vast global knowledge that differentiate us as a premier research company. When you need research, you want more than a stack of quotes or a bunch of numbers. You want a better understanding of your customers. You want to know what they’re thinking, what they need, what drives them. Our teams have designed and executed some of the most innovative studies for a broad range of demanding clients from around the world – and the services we provide are a reflection of in-depth expertise in applying methodologies and techniques that help you see your customers in a clearer light. Plus, our suite of fully-owned, in-house services and expertise means you get seamless integration of quantitative and qualitative methodologies and techniques. Email: firstname.lastname@example.org Website: www.mindwaveresearch.com MRGA Profile: Coming Soon
Company Description We are the insight discovery company. Founded by innovators Jonathan Spier and Michael Osofsky, NetBase develops and markets a next-generation semantic technology that reads and understands the English language. This technology is the basis for solutions that help our users answer complex questions faster, more accurately, and with greater confidence. And we do this at scale. NetBase finds and extracts the most relevant information from billions of public and private sources of online information. Our advanced technology combines with patent-pending lenses to provide context for search results and intelligently guide users to highly relevant answers. At NetBase we have a team of seasoned high-tech executives and a teamwork environment. Our solutions assist market researchers at Fortune 1,000 companies with netnography and social media understanding, and enable science, technology and medical (STM) publishers to make searches of their proprietary content much faster and more productive, thereby increasing the value of their content. Five of the top ten consumer packaged goods companies, including Procter & Gamble, and two of the top three STM publishers, including Reed Elsevier, depend on NetBase to find answers faster. Email: email@example.com Website: www.netbase.com MRGA Profile: www.mrgasn.com/profile/NetBase
Social Media Innovators ::
Company Description The Enterprise, Engaged. The key to better engagement is personalization. Netvibes for Enterprise is the perfect daily interface for organizations to engage customers and employees alike with fully branded, yet individually personalized startpage portals. Widget-based Enterprise Portals deliver your unique content, relevant industry feeds and multiple enterprise tools—all from a single, unified dashboard—alongside the user’s favorite search, weather, email, news, blogs, social networks and widgets. Netvibes for Enterprise adds a personalized face to the front of any enterprise system, with a user-friendly dashboard that’s more customizable, productive and engaging. Email: firstname.lastname@example.org Website: http://business.netvibes.com MRGA Profile: www.mrgasn.com/profile/netvibes
Company Description Online Market Intelligence (OMI) provides high quality online fieldwork in Russia, Ukraine, Belarus, Kazakhstan, and the Baltic states. With OMI online panels you can access over 300k consumers, 85k vehicle owners, 15k IT professionals, and 5k Physicians recruited from a wide variety of local Web-portals and professional websites. OMI manages 4 proprietary online panels: Consumer Panel Automotive Panel B2B IT Panel Physician panel OMI consumer panel in Russia holds the Silver Certificate for data consistency in tracking studies that is awarded by the international panel auditors Mktg Inc. Email: email@example.com Website: www.omirussia.ru/en/ MRGA Profile: www.mrgasn.com/profile/omi
Company Description OnePoint Surveys offers a complete mobile research solution encompassing the creation of mobile surveys which support multimedia content and location based services (LBS), recruiting and profiling mobile communities and panels, through to rewarding participants with cash and other incentives directly to their phone. The OnePoint mobile survey platform enables research to be deployed across 193 countries via multiple mobile channels; SMS, WAP, choice and mobile websites, using any type of mobile phone handset. Email: firstname.lastname@example.org Website: www.onepointsurveys.com MRGA Profile: www.mrgasn.com/profile/OnePoint
Social Media Innovators ::
Company Description Peanut Labs enables organizations to gather quality data for market research by embedding surveys into social networking applications and communities. Users complete a preliminary profile questionnaire that enables Peanut Labs to target users with the most relevant surveys. Information collected from the profiler includes basic demographics such as age, gender, ethnicity, geography and household income. Those who meet the required criteria receive highly targeted survey invitations in real time - as they log in to their application - and are rewarded with virtual currency upon completion. Peanut Labs offers community-based incentives that are different for every respondent think of it as a customized incentive based on personal preferences and affinity. These incentives are controlled by the social network or community partner, of which the respondent is a member of. This form of engagement provides a better user experience, ultimately allowing for better quality of data. Email: email@example.com Website: www.peanutlabs.com MRGA Profile: www.mrgasn.com/profile/PeanutLabs
Company Description Qualtrics is an industry-leading provider of enterprise feedback management and survey software solutions. We provide a platform for designing, distributing and evaluating survey results to keep the research process in-house and immediately actionable. Qualtrics is the most robust and easy-to-use online survey tool on the market. Our products are unique in how they offer a straightforward, sophisticated option for professional research. Qualtrics makes sophisticated research simple. That's why industry leaders and Fortune 500 companies choose Qualtrics. Email: firstname.lastname@example.org Website: www.qualtrics.com MRGA Profile: Coming Soon
Company Description Research Now is the leading global online sampling and data collection company. With over 6 million panelists in 37 countries worldwide, Research Now enables companies to listen and interact with real consumers and business decision makers in order to make key business decisions. Research Now offers a full suite of data collection services, including social media sampling, and operates the Valued Opinionsâ„˘ Panel and e-RewardsÂŽ Opinion Panels. The company has a multilingual staff located in 22 offices around the globe and has been recognized for three consecutive years as the industry leader in client satisfaction. Visit http://www.researchnow.com to learn more. Research Now is part of the e-Rewards Group which also includes Peanut Labs and e-Miles. Email: email@example.com Website: www.researchnow.com MRGA Profile: www.mrgasn.com/profile/ResearchNow
Social Media Innovators ::
Company Description Research Rockstar delivers training, tips and tools to busy professionals seeking Market Research excellence—and we offer it all online or in-person. Our clients are the actual users and buyers of market research services—people who need to find, buy and manage market research resources. In some companies, this is a full-time researcher. In others, it is a person who is using research as part of another job. Market Research is an investment, and a large one for many companies. But like any investment, it can be risky. Research Rockstar provides precise, actionable information to make sure your investment is optimally managed. We want the actual buyers and users of market research have a positive experience with it—so that they can complete research projects, apply the results to real-world business decisions, and feel, indeed, like a Research Rockstar. Email: firstname.lastname@example.org Website: www.researchrockstar.com MRGA Profile: www.mrgasn.com/profile/RESEARCHROCKSTAR
Company Description Interview & on-site surveys: Rapidly develop and deploy complex and multilingual surveys on a variety of mobile devices. Interviewers engage people at the point of experience to ensure that the insights collected are timely and accurate. Diary research: Arm any group with a cost-effective survey appliance. Customizable alarms, photo capture, and an elegant interface give you infinite abilities to customize how, when and where people share their lives and experiences with you. Mobile panels: People have never been so connected yet so unreachable. A mobile-enabled panel will allow you to engage your audience on their own devices to provide feedback and insights that are meaningful and convenient--on their own terms. The result: more accurate, timely information and reduced churn of your valuable panel asset. Consumer engagement: Mobile marketing isn't just about smaller ads, and traditional surveys don't equal engagement. Techneos is your ideal partner to build sticky applications that not only enable 2-way dialogues that deliver insights, but also provide value to your mobile community. Website: www.techneos.com MRGA Profile: www.mrgasn.com/profile/techneos
Company Description With a cumulative 200 years of championship work, Thoroughbred Opinion Research has a rich pedigree in market research. We are lifelong researchers who have dedicated ourselves to what matters most – working with you in the spirit of collaboration to provide data that is valid, representative and replicable. Every client has a dedicated team of senior leadership. The partners are hands-on and accessible. The team communicates with you daily throughout the project providing insight, objectivity and balance. We have six call centers with 330 CATI equipped stations, and conduct a variety of quantitative telephone and online studies. Email: email@example.com Website: www.torinc.net MRGA Profile: www.mrgasn.com/profile/ThoroughbredResearch
Social Media Innovators ::
Company Description Toluna, is the world’s largest online sample provider, delivering sample of unrivaled reliability and representation from millions of panelists worldwide. Offices around the globe ensure local expertise for your projects. Contact us to learn more about how we can serve your online research needs. Toluna provides online sample and online research panel building expertise to over 1,500 of the world’s leading market research agencies. Get in touch with 4 million active panel community members across 34 countries. 16 specialist research panels reach niche segments to provide quality survey research data. Respondents can be delivered to your programming or ours. We also offer custom panel and community building and management. Email: firstname.lastname@example.org Website: www.toluna-group.com MRGA Profile: www.mrgasn.com/profile/toluna
Company Description Since 1986, 20|20 Research has been providing the tools, services and support to help our clients conduct the best in qualitative research. In addition to our ―Top Rated‖ Focus Group facilities and local recruiting, 20|20 has grown to become a worldwide leader in online qualitative research solutions. We currently offer five different software platforms, qualitative recruiting in the U.S. and around the globe, as well as the best project management, service and support in the industry. Let us know how we can help you with your next qualitative project. Email: Sales@2020research.com Website: www.2020research.com MRGA Profile: Coming Soon
Company Description uSamp (www.uSamp.com), formerly United Sample Inc., is one of the world’s fastest growing online panel companies, providing survey panelists and technology for use in market research. Founded in 2008, uSamp has 90 team members worldwide and more than 2.7 million global market research panelists. The company’s web-based panel platform is transforming the management and delivery of online panel for market researchers, offering unprecedented access over their panel. uSamp’s deep well of proprietary technologies includes cutting-edge solutions for accessing, branding and managing panels. Established by the creators of the renowned goZing™ online panel, uSamp is based in Los Angeles, with offices in India, Connecticut, Dallas and London. Email: sales@uSamp.com Website: www.uSamp.com MRGA Profile: www.mrgasn.com/profile/uSamp
Social Media Innovators ::
Company Description At Vision Critical, change is something we do often. We don’t tend to stagnate. We operate in a way that’s counter to bureaucracy because we’re blessed with exceptionally talented people – people that we trust. It’s as simple as that. When you work with your Vision Critical team, you’ll take advantage of the most adopted online market research software in the world. You’ll work with smart, high-energy people who make interactive technology, strategic research and global panels into something that sparks – and you’ll turn that potential into marketable reality. We believe in a vigor of personality, and in quirks and -isms of all kinds. In discovering new talent, it’s this seeking out of like-minded souls that assembles an eclectic, more genuine team. We feel the same way about our clients. Vitality, like new ideas, thrives in a brainstorm. In some companies, the bid to present an executive front lends an almost solemn air – but that’s a tone that keeps people from connecting with one another beyond the constructs of quotas and budgets. In contrast, enthusiasm ripples through Vision Critical not because it’s mandated, but because it’s infectious. Our client relationships feel like friendships. Candid, unconventional, and open to anything new. We’re proud of our creativity, and of our humanity – and of all the people and brands connected to our family. Software is not often that kind of business. But that’s how it is with us. Website: www.visioncritical.com MRGA Profile: www.mrgasn.com/profile/VisionCritical
Company Description How can we help with your next research project? With Zoomerang Sample™ you get the highest quality means of conducting online research. MarketTools, our parent company and a leading market research firm, manages the Zoomerang survey panel through an innovative management process that aims for 100% survey respondent authenticity. That authenticity is crucial: our research has shown that your risk of bad information can double if your survey group contains even 30% bad respondents. Email: email@example.com Website: www.zoomerang.com MRGA Profile: www.mrgasn.com/profile/MarketToolsZoomerangSample
Interested in becoming an MRGA sponsor? We have many different options to help your company thrive in the social media space. Contact us today at 1.888.250.8779 or e-mail firstname.lastname@example.org.