Friday, July 30, 2010

Digital River gets serious about social media tracking

InternetRetailer.com reports that companies looking to streamline their social media reporting now have a new way to track and manage their social media reach. According to the report, Digital River is debuting is SocialStream technology that can send any product promotion or other announcements through their Facebook and Twitter accounts and receive reports on how much traffic and revenue they generated, conversion rates, and other metrics such as revenue per visitor, says Jim Wehmann, senior vice president of global marketing at Digital River. The company may add other social media sites, such as YouTube, to SocialStream in the future. Digital River would not reveal the cost of the tool and said it is based on negotiations with each client. Experts say this kind of tracking capability is likely to become a standard feature in e-commerce systems.

Although we don't know the costs involved - do you think its is a viable way to track and measure ROI on social media? Would you or your company consider investing in this service? Let us know @community20

YouTube offers companies 15 minutes of customer service success

With the recent development by YouTube to allow users to upload 15 minutes of videos to their account; there are a bevy of new ways that customer service professionals can utilize this resource to help and connect with customers on a digital level. Tony Bradley of PCWorld showcases two ways that that companies can use the extra 5 minutes to connect with their customers and team.

Customer Support. A picture is worth a thousand words, and a video is comprised of thousands of pictures streamed together. Rather than explaining processes like installation, configuration, or troubleshooting in a manual, or with text and images on a Web page, create customer service video clips for common tasks and post them on YouTube. Video clips will be appreciated by customers, and take some of the burden off of the help desk.

Training. Businesses can use YouTube to deliver effective training. Simply giving a training manual to an employee has mixed results--they may not really read it and they may not really understand it if they do. Paying a trainer, or delegating another employee to conduct training costs money, and results may vary depending on the trainer. A video clip allows you to record the training exactly as it should be delivered, and re-use it over and over without incurring any additional costs.

How else do you envision YouTube's new service helping you and your business?

A Look Back at TMRE 2009: Knocking Down Silos to Drive Innovation Momentum

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Knocking Down Silos to Drive Innovation Momentum




Presenters:
Mike Maddock, Maddock Douglas
Javier Flaim, Maddock Douglas

Mike Maddock begins by stating "You can;t read the label, when you are sitting inside the jar" which many employees find themselves inside. It is important to understand that we all have different perspectives and see things differently. That is why it is important to not throw away ideas.

In the innovation process, Maddock Douglas has a Global Expert Network (GEN) of 6,000 innovators that they can look to for external ideas and innovation. It is not necessary though to have a GEN in order to have external ideas, as long as you are looking outside of the box. The speakers then moved on to an interactive session called the "toothpick" test where attendees had to remove toothpicks from a board in order to create squares. The purpose of the test was to see if anyone asked helped and no one did. The reason why they didn't ask for help was because before the test Mike mentioned to everyone that they are smart and didn't need help. This proves that by motivating employees and keeping their spirits up, much more can be done.

Wednesday, July 28, 2010

NACCM 2010 Speaker Spotlight: Joey Fitts


Joey Fitts, Co-Author,
Drive Business Performance: Enabling a Culture of Intelligent Execution

Joey Fitts has spent his personal and professional helping people and organizations achieve their goals. Fitts’ focus is on bridging the gap between people, information and performance. His passionate insights and unwavering drive have guided the information and performance development efforts of many of the world’s leading organizations.

Fitts is recognized as an authority on business intelligence, performance management, and strategy execution. A frequent international speaker, Fitts has presented in over 20 countries and been featured in newspaper, radio and magazine media across North America, Europe and Asia.

Fitts has consulted over 25 of the Fortune 500, guest lectured Harvard Executive Education programs and the Stanford Executive Briefings, been featured in the SuccessFactors Research Thought Leader Network, raised over $16M in venture capital, and served on the Board of Advisors for InterVivos and the Computer Technology Industry Association (CompTIA).

Joey's bio courtesy of JoeyFitts.com

Join Joey for his presentation, "Drive Business Performance: How Leaders Enable a Culture of Intelligent Execution" at 11:20am on Day 2 of NACCM 2010! Learn more about the program and register today!


A look at behavioral economics

AdAge recently looked at behavioral economics, or why people buy what they do. The concept holds that psychology and economics work together to dictate a person's behavioral purchases, not just the price and quality of a product. Today, when there are so many brands to choose from, it's important that the marketers of the world understand why people are choosing to buy their products.

The article concludes with this from Jeff Jones, partner and president of McKinney:
"It's not about 'We used to do it this way and now it's a wholesale change and we're doing it this way. These are just new ways of understanding how and why people make decisions. And it's just smart marketing to understand them and use them."

Tuesday, July 27, 2010

Study: 0% of users would pay for Twitter

The popular micro-blogging network, Twitter is currently free for anyone to use - and users like it that way. According to the 2010 USC Annenberg Digital Future Study, 0% of respondents claimed that they would be willing to pay for the service.

From the report:

"Twitter has no plans to charge its users, but this result illustrates, beyond any doubt, the tremendous problem of transforming free users into paying users," said Cole. "Online providers face major challenges to get customers to pay for services they now receive for free."

The report goes on to stay that users are okay with web advertising in lieu of paying for the service.

Is this a shock to you?

Monday, July 26, 2010

Lessons from an online survey taker

Robert Bain of Research recently decided to spend a month taking online surveys. Through is month adventure, he faced many challenges, from being kicked out of surveys and failing to qualify for many. In the end, the experiment received 150 email invitations, clicked through to 99 surveys, started 73, got kicked out of 39, completed 30, crashed out of three and gave up on one.

What were some of the take aways he gathered from 73 surveys in 31 days?
-Note the design of your surveys, focusing specifically on creativity and quality
-Be honest with your survey taker. If they do not qualify, let them know why.
-Surveys don't provide enough answers. Give your respondents enough room to tell the truth in the survey.

Read about Robert's full 31 day experience here.

The British Royal Family -now on Flickr!

The British Royal Family has released hundreds of candid and professional shots on the official Royal Flickr page. According to The Daily Mail, the online photograph album will provide a unique glimpse into the life and work of the modern Monarchy and will allow Flickr users to use the photographs in blogs and other social media.As well as recent photographs of the Royal Family at work and play, the site will include more historical material drawn from the Royal collections.

What do you think of the Royal's social media presence?


Friday, July 23, 2010

A Look Back at TMRE 2009: Using Neuroscience for Marketing Research

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Using Neuroscience for Marketing Research


Mark Potts of MindShare and Dr. Andrew Pradeep of NeuroFocus gave an excellent presentation about the process of using neuroscience for marketing research in their workshop presentation titled: Neurological Testing Reveals the Truth of Audience Engagement.

Here are the basics:

Who:
Respondents are recruited based on research objectives (as in traditional studies).

What:
Respondents wear a "full cap" on their head with 64 sensors attached. These collect data 2000 times every second. This coupled with eye-tracking is the "data collection" methodology.

Why:
Consumers can't tell us everything they're sensing. For example, a consumer may look very closely at something on a grocery store aisle that grabs attention but the subconscious areas of the brain don't "tell" the conscious what they think, feel, etc. But it can, however, be measured through brain activity.

How:
3 metrics are measured directly at the brain.
1) Attention: what are you paying attention to....this is based on the science behind ADD/ADHD clinical diagnosis
2) Emotion: how are you emotionally engaged ....this is based on the science behind mania & phobia clinical diagnosis
3) Memory Retention: what is it that you're experiencing that activates your memory....this is based on the science behind Alzheimer's

When:
As with all new technological tools in research, this is not a catch all approach but 3 of the areas where it can be used is when trying to measure:
1. Purchase Intent
2. Novelty
3. Awareness

You can learn more about it by watching one of NeuroFocus' scientists here:


Wednesday, July 21, 2010

Using social media to re-connect with consumers on and off-line

Retail is but a platform for people to engage in a sensorial way with brands. The dialogue is happening off-shelves. With the help of technology the consumer are in the driving seat, able with a cell phone to compare prices, review promotions, ask their friends for advice or order online for a better offer. Retail need to be part of this conversation to compete and leverage their teams to respond.

Learn more in "From Brick to Click: Designing to Peak Emotions: Using Social Media to Re-connect with Consumers On and Off-Line" keynote presentation by Marc Gobe, President of Emotional Branding and Author of Emotional Branding on Wednesday, September 29th at The Category Leadership Conference in Chicago. Register today and save $200 off the standard rate.

Facebook Hits 500M Users

Today is a huge milestone Facebook. Now at 500M users, Facebook is the largest social network, with the closest runner-up, Twitter only at 100M users. With 400M people separating the first and second social networks; is Facebook simply too big? Telegraph.co.uk has some interesting statistics on the site's usage:

People spend over 700 billion minutes per month on the site.

An average user has 130 friends.

There are over 900 million objects in total that Facebook users can interact with, such as community pages.

The average Facebook user is connected 80 pages, groups and events.

The average member creates 90 pieces of content each month.

More than 30 billion pieces of content, like photos, web links and news stories, are shared each month.

About 70 per cent of Facebook users are from outside of the US.

It took five months for Facebook to attract an extra 100 million users, from 400 million to 500 million.

Last January Facebook only had 150 million members.

So what's the secret? We'd like to hear what you think.

Benefits of In Depth Interviews for Market Research

At The Research Bunker Blog, they recently posted nine reasons why in-depth interviews for market research are better than focus groups.

They are:
-Better rapport.
-Better sampling.
-Useful with Difficult Recruiting.
-Fewer distractions.
-Faster and cheaper.
-More productive.
-Deeper Insights.
-More flexible.
-Faster adaptation.

To find out their reasoning, visit the post. Do you agree with the reasons above? Do you frequently do in-depth interviews? What benefits do you find when discussing a topic with a person one on one instead of in a group?

Web Seminar:Linking VOC to the Bottom Line Strategies for Uncovering Researchers' Holy Grail

Date: Thursday, August 5th, 2010
Time: 2:00PM - 3:00 PM EDT

Register here: https://www1.gotomeeting.com/register/158148440
Mention Priority code: MWS0034Blog

About the web seminar:
In Maritz Research's 2010 Voice of the Customer Challenges and Practices Study, client-side researchers indicated their biggest challenges were linking survey measures to financial/business results and linking VOC information to internal business processes and metrics. Our own clients have told us that the ability to link survey research information to other business information is the "Holy Grail" within their companies.

As a leader in Customer Experience Measurement, Maritz Research is proud to present Keith Chrzan, Vice President, Marketing Sciences, who will discuss our unique perspective regarding the formal, statistical process that enables us to connect various types of data sources to others. Keith will discuss the varying levels of linkage sophistication, the obstacles that face marketers wishing to perform linkage, and the experience we've gained with a large number of linkage engagements. Researchers, operations leaders and those charged with performance improvement in their company's channels will find this discussion an essential primer before attempting to connect the Voice of their Customers to other business data.

We look forward to your attendance. Don't miss it!


Featured Speaker:
Keith Chrzan, VP of Marketing Sciences, Maritz Research

This web seminar is presented to you by:

Tuesday, July 20, 2010

Should the US Government regulate airline customer service?

Allen Howell of Forbes.com covers the interesting topic of airline customer service regulation. We thought the question was particularly thought-provoking so we're opening it to our Customer 1st readers. What do you think?

As Howell points out in his article, the question of government influence with customer service can be tricky, especially with a government regulated industry like air travel.

Let us know your thoughts via Twitter!

Free Webinar – These Insidious SEO Myths Are Costing You Money

Here’s an SEO webinar from one of our sister events Performance Marketing Expo that I thought our community 2.0 readers would be interested in. Stephan Spencer, VP, SEO Strategies for Covario and PME speaker, will be presenting an hour long web seminar on Thursday August, 5th from 2-3pm EDT.

Here’s a quick recap of what the webinar is all about:

Myths are prevalent in the SEO industry, in part because someone’s job or reputation is tied up with a myth that may have been at one point true. It’s time to squash these persistent pesky myths. The misinformation and disinformation are doing everyone and the industry as a whole a disservice. Join SEO expert Stephan Spencer as we crank through a collection of the most costly myths and put them to rest once-and-for-all. The mythology Stephan will address spans everything from SEO automation to meta tags, keyword density, Flash, forms, CSS, “free” traffic, and much more!

Register below for the webinar, hope to “see” you there!
http://bit.ly/9kl65h

Monday, July 19, 2010

Research on the organic food industry

I recently came across this page at the Agricultural Market Resource Center which has detailed information on the organic food trends. Here are a few of the articles I found interesting: Midwest Organics, Organic foods: Are they safer? More nutritious?, Organic food sales feel the bite from sluggish economy, and 35 Million Hectares of Organic Agricultural Land World-wide.

Are there any detailed market research websites you've found that you use for your industry? What are they? Do you find webpages like these useful?

Friday, July 16, 2010

A Look Back at TMRE 2009: TMRE Keynote 2009: Crowdsourcing: Unleashing the Power of Crowds to Unveil Rich Insights

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

TMRE Keynote 2009: Crowdsourcing: Unleashing the Power of Crowds to Unveil Rich Insights

Crowdsourcing: Unleashing the Power of Crowds to Unveil Rich Insights
Jeff Howe, Author, Crowdsourcing



In 2005, Jeff Howe sent a story about MySpace to the Village Voice. MySpace had created a culture with musicians, which lead Jeff Howe to follow the Warped Tour to write a column for Wired Magazine. The Tour is about the music, but features a carnival culture. The Warped Tour kids engaged in amazing creativity throughout a summer tour of 30 bands traveling and playing in a different city every day. They published poetry, web design, paintings. None of the kids defined themselves as one certain thing like "musician" or "artist". The technology was not the story on the tour, it was what they could do with the technology. Their emphasis was on the products and the processes and how they released their creativity.

When Howe wrote this article, the public's obsession for user generated content was immense, but he realized that people were missing was the larger tectonic shift, which were the underlying dynamics of different shapes and sizes and reality. Howe needed something that would capture not just the media, but all industries. He wanted to find a way to outsource to the crowd. The column, Crowdsoucing, was first published in June 2006. It came into use first with technology, but then branched out. There was a fundamental shift beneath the surface between consumers and producers.


Crowdsourcing was not a strategy designed by academics, instead it was an accident. Two friends came together and created a shirt design business, the designs were voted on by the Internet users. This way, you don’t have to be a designer to be a part of the system, but just like designs. Threadless came about this way. You have to give users tasks that take less than a minute to accomplish. They started this business because they loved people and wanted to share it with other users. It’s a global community, and the shirts are sold to individuals around the world.

A key to Threadless was they get free marketing. Via street teams, users posting images of their shirts, in addition to personal designs from the users. They also see what consumers want. They have an “I’d Buy It” box. They know which shirts will sell. They’ve never had overstock or sold out due to this function.

Another example: stock photos. This is a photo that’s already been commissioned by a person to take, then same photo over and over again for promotional purposes. The creator opened his own site where he uploaded his stock photos, and let others download them as long as they uploaded their own. This popular service exceeded what he could pay to. Bruce charged people to post images, and others began to realize the the value. You could download a picture for $300 or $.25. The model worked. Today it's known as Getty Images.

The Cardinal Rule of Crowdsoucing is: Ask not what your community can do for you – Ask what You Can Do For Your Community.

One member of the audience posed the question "How can businesses build their own communities to create these items?" Howe responded communities came together because they were being offered something, the crowd was being offered something. For example, if you are a grocery store, give the community a way to see if you have things in stock, give them specific coupons that apply to your users, etc.

Wednesday, July 14, 2010

Free Webinar - Linking VOC to the Bottom Line: Strategies for Uncovering Researchers' Holy Grail

Date/Time: Thu, Aug 5, 2010 2:00 PM - 3:00 PM EDT
Register: https://www1.gotomeeting.com/register/158148440
Mention priority code MWS0034BLOG

In Maritz Research's 2010 Voice of the Customer Challenges and Practices Study, client-side researchers indicated their biggest challenges were linking survey measures to financial/business results and linking VOC information to internal business processes and metrics. Our own clients have told us that the ability to link survey research information to other business information is the "Holy Grail" within their companies.

As a leader in Customer Experience Measurement, Maritz Research is proud to present Keith Chrzan, Vice President, Marketing Sciences, who will discuss our unique perspective regarding the formal, statistical process that enables us to connect various types of data sources to others. Keith will discuss the varying levels of linkage sophistication, the obstacles that face marketers wishing to perform linkage, and the experience we've gained with a large number of linkage engagements. Researchers, operations leaders and those charged with performance improvement in their company's channels will find this discussion an essential primer before attempting to connect the Voice of their Customers to other business data.

Keith is the DVP of Marketing Sciences at Maritz Research. He has over twenty-five years of experience on the client and supplier sides of the marketing research industry. His experience includes positions as Director of Marketing Research at Boehringer Mannheim Diagnostics and Managing Director of Marketing Sciences at IntelliQuest, Inc, an Austin, Texas-based marketing research consultancy serving the technology industry. Keith is well - respected in the marketing sciences industry and has the ability to make complex statistics not only understandable but fun.

We look forward to your attendance. Don't miss it!

Register: https://www1.gotomeeting.com/register/158148440

Free Webinar - Linking VOC to the Bottom Line: Strategies for Uncovering Researchers' Holy Grail

Date/Time: Thu, Aug 5, 2010 2:00 PM - 3:00 PM EDT
Register: https://www1.gotomeeting.com/register/158148440
Mention priority code MWS0034BLOG

In Maritz Research's 2010 Voice of the Customer Challenges and Practices Study, client-side researchers indicated their biggest challenges were linking survey measures to financial/business results and linking VOC information to internal business processes and metrics. Our own clients have told us that the ability to link survey research information to other business information is the "Holy Grail" within their companies.

As a leader in Customer Experience Measurement, Maritz Research is proud to present Keith Chrzan, Vice President, Marketing Sciences, who will discuss our unique perspective regarding the formal, statistical process that enables us to connect various types of data sources to others. Keith will discuss the varying levels of linkage sophistication, the obstacles that face marketers wishing to perform linkage, and the experience we've gained with a large number of linkage engagements. Researchers, operations leaders and those charged with performance improvement in their company's channels will find this discussion an essential primer before attempting to connect the Voice of their Customers to other business data.

Keith is the DVP of Marketing Sciences at Maritz Research. He has over twenty-five years of experience on the client and supplier sides of the marketing research industry. His experience includes positions as Director of Marketing Research at Boehringer Mannheim Diagnostics and Managing Director of Marketing Sciences at IntelliQuest, Inc, an Austin, Texas-based marketing research consultancy serving the technology industry. Keith is well - respected in the marketing sciences industry and has the ability to make complex statistics not only understandable but fun.

We look forward to your attendance. Don't miss it!

Register: https://www1.gotomeeting.com/register/158148440

Survey tools are just a delivery method

The Magnetic Group recently posted their conclusion from a survey they had taken at The Weather Channel. It contained poorly worded questions with regards to the answers survey takers were given, in addition to unneeded lengthiness.

A few of the key observations from the article were:
-Poor surveys reflect poorly on the parent company
-Survey tools are only good tools if they are properly used
-Know what length your survey needs to be, and how many questions your participants will likely answer

Read the full article here. What are some other key points and guidelines you use when constructing surveys?

Tuesday, July 13, 2010

Some doctors connecting to local community through Facebook

Last week in USA Today, Rita Rubin looked at how some doctors are using social media to connect with their patients. An OB/GYN in Texas has replaced their babies wall in the office with a Facebook Fan Page, where pictures of the babies are now displayed. These fanpages have also become places where people come to ask their questions and look for information. While many doctors choose to remain anonymous, others have found it as a way to connect with their patients. Rubin relates this to how doctors used to make house calls and join the community of the towns they served. Read the full article here.

What do you think? Should doctors be connecting with their patients via Facebook? What privacy risks can Facebook Pages bring?

This blog is co-posted with the ePharma Summit.

Monday, July 12, 2010

This week save $600 on The Market Research Event

The Market Research Event 2010 is on track to SELL OUT! Be sure to register early so you aren't the one who is left behind. More than 800 top level market research and consumer insights professionals are expected to attend - with more than 60% from the client-side.
Hundreds of your colleagues have already signed up to attend the "World's Top MR Event".


Including senior research, insights and marketing executives from:
20/20 Research * Google * Procter & Gamble * 3M Greenfield Online * Product Ventures * Acosta Sales & Marketing * Groupnet * Psyma International Inc * Adobe Systems * Grupo Cuauhtemoc Moctezma * Publix Super Markets Inc * AIP Corporation * Guardian Life * Quick Test/Heakin * Altria * H&R Block * Recreational Equipment, Inc. (REI) * American Express Business Travel * Hall & Partners * Rich Products Corporation * American Water * Hamilton Beach Brands * Roche Diagnostics * Ameriprise Financial * Hartz Mountain Corporation * Saatchi & Saatchi Wellness * Analytic Partners * Heinz * Sachs Insights * ANZ National Bank * Hershey Company * Sam's Club * Applica/Russell Hobbs * Hilton Hotels Corporation * Savitz Research * Authentic Response * HJ Heinz * Schlesinger Associates * Avis Budget Group Horace Mann Companies * Schoolcraft College * Bbc Global News * Hotspex Inc * Scott's Miracle Grow * Benenson Strategy Group * Hyundai Motor America * Seagate Technology * Best Buy * IBM * Seek Research * Burke * Ideas to Go * Sensory Logic * Bush Brothers & Company * iModerate * Shutterfly.Com * Buzzback Market Research * Ingersoll Rand * Skim Analytics * C & R Research * Innerscope Research * Smartrevenue * C&C Market Research Insight Information & Consulting Services * Smith Hanley * C&R Research Insight Marketing Systems * Society of Actuaries * Cablevision Systems Corporation * Insight Research Group * Socratic Technologies * Cambiar * Insightexpress * Solar Winds * Campbell Soup Company * Insightography * Sony Electronics * Carecredit - A Ge Money Company * Intel * Southwest Airlines * Center for Strategy Research * Invoke Solutions * Starbucks Coffee Company * Central Michigan University * Ipsos * Sterling Brands * Chadwick Martin Bailey * Irving Oil Corp * Sterling Rice Group * Charles Schwab & Company * Jd Power & Associates * Strategyone * Church & Dwight Company Inc * Johnson & Johnson * Strottman International * Clorox * Kao Brands Company * Survey Sampling International * CMI* Kimberly Clark Corporation * Surveygizmo * Communispace * KL Communications * Surveywriter * Confirmit * Kraft Foods * Symrise Inc * Consumer Insights Group LLC * L & E Research * Taco Bell * Corporate Research International * Lieberman Research Worldwide * Target * Cuna Mutual * Lightspeed Research * Tds Telecom * CVS Caremark * Lockerz * Techneos Systems Inc * Darden Restaurants * Luxottica Retail Na * Texas Instruments Inc * Decipher * M/A/R/C Research * The Coca Cola Company * Decision Analyst * Maddock Douglas * The Hampton Roads Economic Development * Dell Computer Corporation * Maritz Research * The Pert Group * Discovery Research Group * Marketsight * The Sound Europe * Diversified Business Communications * Markettools * The Sound NYC * Dms Research * Master Card Advisors * The Sound Research Inc * Dole Fresh Vegetables * Mccormick & Company Inc * The V.E.R.T. Group * Ebay * Medallia Inc * Thoroughbred Research Group * Ebay Europe Germany * Metlife Auto & Health * Tivo * Education Management Corp * Microsoft * TNS * Elemental Data Research * Mindwave Research * Toyota Motor Sales* And More!

Through an immersive and engaging experience, The Market Research Event will help you make 2010 the year insights deliver. Over 125 speakers from leading Fortune 1000 companies and visionary market research firms will reveal case studies and best practices on how they made insights a key driving force in their organizations and how you can become a strategic leader in yours. Download the 2010 Brochure and don't forget to register by Friday, July 16 to Save $600 off the standard & onsite rate.

Friday, July 9, 2010

Free Webinar – How to Maximize Performance-Based Marketing Channels for Your Business

Time/Date: Thu, Jul 22, 2010 2:00 PM - 3:00 PM EDT

Here's a little something to wet your apetite for the PME Event! Evan Weber, CEO of Experience Advertising and PME speaker, will be presenting an hour long web seminar on Thursday July, 22nd from 2-3pm EDT.

Here's a quick recap of what the webinar is all about:

Learn about the exciting world of performance-based marketing and how you can leverage this ever-growing industry to drive revenue for your company. Topics include: types of affiliate marketing channels, types of affiliates, and basic strategies to launch into performance-based marketing.

Register below for the webinar, hope to "see" you there!
http://bit.ly/cv5vO8

A Look Back at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Explor Awards at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

Media Mix Measurement at the Olympics
Horst Stipp, NBC Universal
David Tice, Knowledge Networks, Inc.

Beijing Summer Olympics Summer 2008 was presented on five cable networks and two broadcast channels. The 2008 Olympics were also on mobile and the internet. There are 52 million unique viewers on the internet and 6.5 million users on mobile. For television, there was 16.4 HH rating.

Advertising and broadcasting rights are very expensive, and it was important that NBC be successful with the Olympics financially. There is no “currency-based” solution to meet NBCU’s needs of measuring the number of end users across the platforms. They wanted have hard numbers in order to sell sponsorship beyond a currency value. There was no definite measurement to capture all of the different platforms viewer numbers in one single source. This was the challenge to NBC, so they turned to the Knowledge Network’s Multimedia Mentor single source methodology as the foundation to measure this.

NBC Universal set out to record numbers on the daily Olympics cumulative watchers, to-date Olympic cumulative, projected total Olympic cumulative, times spent watching the Olympic games, and more.

This system was tested during the NBA in the Finals in June 2008 in preparation for the games later that summer. NBC wanted their sample to consist of 500 Olympic media consumers for each of the 17 days. Interviewed for 23 hours, then went on and compiled them.

All goals for collecting information on the Olympics viewers met or exceeded all goals: 605 people a day, a consumption rate of 33%, Olympic media use rate of 81%, interview length was 16 minutes, and delivered report to NBC on time every day.

How did this help NBC? They saw how media was immediately used. They also saw how people used media out of home, and after the games, they used it as a benchmark for establishing audience duplication across media. NBC Universal also used brand and category specific assessments for Olympic media sponsors and usages.

What they saw: 99% of all people watch Olympics on NBC Networks. Nearly everyone watch the games on TV. Those online or on mobile did not give up on television, they still watch the games on television.

So, now NBC Universal is looking to the 2010 Vancouver Olumpics. Their challenge for this year is getting younger audience to watch the Olympics. Through this tracking, they now know that younger new media users watched more Olympics on TV. The information on media platforms heightened their Olympics.

Thursday, July 8, 2010

Are Women are "Addicted" to Facebook?

The Guardian reports that one third of women check Facebook when they first wake up. Other reports tout that 39% Of Young Women Are Facebook Addicts and Study: More Than One-Third Of Women 'Addicted' To Facebook. Is this surprising?

The reports go in detail to discuss how women use Facebook for not only relationship but as a way to find out news and information about products that they like. Mediapost.com reports that, according to a recent study from rich-media provider Unicast, women age 18-24 are more receptive to online advertising in various formats than the overall population -- and are particularly interested in localized information, surveys, social media formats and downloadable content.

ShinyShiny.tv asked it's audience if they are really "addicted" to Facebook like the news outlets claimed in their reports. The responses are still pouring in by the leading response is, "
My Facebook consumption is moderate and nicely under control thank you."

Even if women are "addicted" to Facebook - is it such a bad thing? We'd like to hear your thoughts.

NACCM 2010 Speaker Spotlight: Stew Leonard, Jr


Stew Leonard Jr. is currently the president and chief executive officer of Stew Leonard's, one of the most unique food retailers in the world.

Stew Leonard's is family-owned and operated, with four food stores and five wine shops in Norwalk, Danbury and Newington, Connecticut, as well as in Yonkers and East Farmingdale, New York.

After receiving his MBA from UCLA, Stew learned the food business by working every job in the store, including filling in for the store's mascot, Wow the Cow.

Stew Leonard's has grown to employ 2,400 Team Members, has annual sales of nearly $400 million, and has been named as one of FORTUNE magazine's "100 Best Companies to Work For" for the past seven consecutive years.

Stew travels throughout the year to farms, ranches, piers, and wineries and loves to cook. His love of wine has led him to his current studies to become a sommelier. He is the author of two cookbooks, You Can Do It, with Bryan Miller, the former restaurant critic for the New York Times and Stew Leonard's Winning Recipes. He has also published two children's books with his wife, Kim, on water safety: Stewie The Duck Learns to Swim and Swimming Lessons with Stewie The Duck. His newest children's book, The Healthy Way, was published in February 2007 and focuses on helping children to learn how to incorporate healthy eating and activity in a fun, engaging way.

Stew will be presenting, "The Customer Is ALWAYS Right!" on October 26, 2010 at the 8th Annual North American Conference on Conference Management! Click here to learn more about the event.

Stew's biography courtesy of StewLeonards.com

Wednesday, July 7, 2010

How do people feel about your brand?

An interesting article at YourVersion looks at social media and looks to see how it can determine the sentiment concerning your brands. While truly gauging feelings and opinions through traditional market research methods such as focus groups are traditional, there are now thousands of online responses a minute to any given situation. How can market researchers use services such as Twitter and blogs to effectively monitor feelings on their products? Media Post has a few comments on this, read their article here.

Have you found an effective way to measure the feelings towards your brand online?