Friday, April 29, 2011

Announcing The Market Resarch Event 2011


The Market Research Event 2011
November 7-9, 2011 
Orlando, FL

Last year we talked about rising to the expectations. This year it's all about leading in a new direction. Join us as we connect the Best in Insights from Around the World. Get ready for the largest, most comprehensive event featuring the highest caliber content focused on the business value of market research.

Find out more about TMRE 2011.

2011 Keynotes confirmed to date include Ann Mulcahy, Former CEO, Xerox; Mimi Ito, Professor, Digital Anthropology, University of California, Irvine; Shaheen Ivengar, Author, The Art of Choosing; Jeremy Gutsche, Founder of Trendhunter.com, Author, Explaining Chaos; Bruce Bueno deMesquita, Consultant to CIA & Author, The Predictioneer's Game; Mary Egan, SVP, Global Strategy, Starbucks.

And now you will get even more value for your investment:
  • • More content – 7 symposia and 9 breakout tracks total more than 140 sessions to choose from
  • • More perspectives – Over 160 speakers will share lessons you can use immediately to drastically improve the strategic impact of insights within your organization
  • • More open – With speakers and attendees traveling from Europe, India, South Africa, Brazil and more, learn from the best in market research from around the world
  • • More networking – Hours dedicated to building meaningful connections with your high level peers who DO NOT attend other conferences
  • • More attendance – More than 1200 participants projected for 2011 with 60% representing major client side companies

Lock in the LOWEST POSSIBLE RATE! Register by May 13th and Save $800 off the standard onsite rate. Mention priority code TMRE11BLOG. Register here. 

Flashback Friday: Measure Up Podcast Series

Flashback Friday: Measure Up Podcast Series
In a new addition to our Flashback Friday series we are highlighting content from the 2010 Measure Up event to gear up for Measure Up 2011. Measure Up 2011, June 6-8 in Boston, MA will focus on return on investment (ROI) as it relates to online activities; specifically, Social Media.

Looking back at Measure Up 2010, we revisit our Measure Up Speaker Spotlight: Alicia Rankin, Head of Research and Fan Insights, NFL.

Over the next few weeks, in preparation for the Measure Up Marketing conference we'll be highlighting conversations focusing on marketing measurement best practices. Our first speaker is Alicia Rankin, Head of Research and Fan Insights, NFL.

Listen to the conversation:Discover Simple, Private Sharing at Drop.io



Download Alicia's podcast here.
Download a transcript of the podcast here.

Interested in hearing more from quality speakers like this? Register for Measure Up 2011, June 6-8 2011 in Boston, MA here.

To stay up to date on Social ROI and marketing analytics news, follow Measure Up on Twitter at @MeasureUpIIR or connect on LinkedIn.

Thursday, April 28, 2011

Measure Up Podcast Series: Duncan Houldsworth of Time Warner Cable

This post has been cross-posted with our Community 2.0 blog.

Over the next few weeks, in preparation for the Measure Up conference, we'll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series. In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Duncan Houldsworth of Time Warner Cable.

For a sneak peek at Duncan Houldsworth’s keynote session “In The Face of Fierce Competition; How Competitive Insight Can Drive Performance in a Multi-Channel World,” listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for continued updates @MeasureUpIIR.

We hope to see you at the conference this June – Register here!

Measure Up Podcast Series: Duncan Houldsworth of Time Warner Cable

Over the next few weeks, in preparation for the Measure Up conference, we'll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series. In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Duncan Houldsworth of Time Warner Cable.

For a sneak peek at Duncan Houldsworth’s keynote session “In The Face of Fierce Competition; How Competitive Insight Can Drive Performance in a Multi-Channel World,” listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for continued updates @MeasureUpIIR.

We hope to see you at the conference this June – Register here!

Tuesday, April 26, 2011

Top Reasons to Attend Measure Up

At this year's #SocialC20 conference there was a lot of discussion on measurement and ROI. If you're looking to delve further into these topics, consider joining us for Measure Up 2011, June 6-8 in Boston, MA. Measure Up is the world's most comprehensive cross-dimensional view of marketing measurement best practices and this year the event will focus on return on investment (ROI) as it relates to online activities; exclusively, Social Media.

Preview Your Experience, View Pictures From Last Year's Measure Up Event:


We've pulled together some of the top reasons to attend Measure Up, read on to learn more:

1. Stellar Speakers. With seven keynotes (including Sean Bruich, Measurement & Insights Research, Monetization Analytics at Facebook) and 30+ other speakers from across the marketing measurement and analytics space, we have packed our agenda with luminaries who live in the trenches of understanding the ROI of marketing campaigns.

2. Latest case studies, trends and insights. Industry leaders sharing their first-hand experiences include: SABMiller PLC, Verizon, TiVo, Shell, Johnson & Johnson, Allstate Insurance, U.S. Army, United Federal Credit Union, Time Warner Cable and more.

3. Probing Pre-con. Most Measure Up attendees also attend our pre-conference, which gives them an opportunity to dig deep into specifics of a single topic or issue. This year we explore B2B Social Media Metrics and New Generation Marketing Mix Modeling.

4. General Session Agenda. A brand new format allows you to attend every session you’ve signed up for so you don’t miss anything on the program.

5. Network with Your Peers. Listen, collaborate and learn from your peers. Find out how they’re measuring marketing in their organization and how you can improve your measurement process.

6. Event Executive Summary. Measure Up is the only collaborative event that offers a event debrief with real-time practical insights for you to take back to your company and share.

7. New speakers to join our roster! Stay tuned for program and speaker updates.

Interested in joining us? Register today.
Learn more, follow Measure Up on twitter @MeasureUpIIR

Friday, April 22, 2011

Flashback Friday: Measure Up Podcast Series

In a new addition to our Flashback Friday series we are highlighting content from the 2010 Measure Up event to gear up for Measure Up 2011. Measure Up 2011, June 6-8 in Boston, MA will focus on return on investment (ROI) as it relates to online activities; exclusively, Social Media.

Looking back at Measure Up 2010, we revisit our Measure Up Speaker Spotlight: Aneta Hall, Pitney Bowes

Over the next few weeks, in preparation for the Measure Up Marketing conference we'll be highlighting conversations focusing on marketing measurement best practices. Our first speaker is Aneta Hall, Pitney Bowes.


Read Aneta's Podcast Transcript here.


This blog post is co-posted with StevenGroves.com.
Social media in the enterprise is creating a huge shift in many companies, but what happens when a 90 year old company decides to invest in a process of listening to their customers and actually letting them talk to one another?

As part of the series around the ROI of Social Media, and leading up to the 2010 MeasureUp Conference in Chicago next month, we interview Aneta Hall, the Emerging Media Manager at Pitney Bowes. She is a presenter at the 2010 MeasureUp Conference in Chicago, where her topic is “From Fear to Trust – Employee Engagement in Social Media”.

Aneta introduces us to the processes Pitney Bowes (PB), as a 90 year old company, has adopted using social media to connect with prospects, customers, employees and stakeholders around their mail and information needs. The changes have driven real change in the various business units, particularly as in the last 10 years they have acquired a variety of businesses. PB now provides a broad range of solutions to the market, not only in mail instruments and document management, but also location intelligence, traffic pattern analysis, predictive intelligence, and relationship marketing. Aneta shares how sees social media technology supporting the ability to tell the PB story to the market.

The role of the Emerging Media Manger at Pitney Bowes is to help the organization understand and constantly analyze the evolving landscape of social media. In her role, Aneta teaches other how to use the technology and she often presents the model outlined in Chris Brogans’ awesome book, ‘Trust Agents’. She also maintains the strategic roadmap for PB and is often glued to the PB Radian6 console, because of the value she places on listening to the conversation in social media versus trying to use social media as just another channel to broadcast the same messages used in traditional media.

Pitney Bowes is using the information Aneta manages for several of their business units. As you might expect, some are more advanced than others in their use, but most are looking to up their social media investment in 2010 and take advantage of what social media can provide.

The major topic she finds herself discussing with business unit leaders is in the sustainability of the social media effort. Aneta sees covering this issue as a key component of her work and that means the units find they need to invest in training, guidelines, tools and tactics that support users, and providing a ‘loose governance’ structure that does not stifle the conversation between PB and it’s audience.


Interested in hearing more from quality speakers like this? Register for Measure Up 2011, June 6-8 2011 in Boston, MA here. To stay up to date on Social ROI and marketing analytics news, follow Measure Up on Twitter at @MeasureUpIIR or connect on LinkedIn.

Thursday, April 21, 2011

Study Shows Research Industry Braced For And By Rapid Change

April 20th, 2011 New York, NY: GreenBook today announced the release of the Spring 2011 edition of the GreenBook Research Industry Trends Report (GRIT).

Sponsors of the Report include Market Research Global Alliance, Next Gen Market Research, Infosurv, iCharts, Interviewing Service of America, Surveys & Forecasts, LLC, StrategyOne, OnePoint Mobile Surveys, Anderson Analytics, the FTO, Brand3Sixty, and LMC Group.

Now in its 9th year, GRIT will feature two editions in 2011. The Spring 2011 edition focuses on research technology and innovation. The next edition, due to field in June, will explore ongoing trend trackers, social media adoption in the industry, future predictions, and the role of influencers in market research.

The Report shows a market research industry undergoing systemic and tactical change at a pace expected to accelerate. Whether that change is welcomed as opportunity or resisted as a threat depends to a large extent on age. Younger researchers with less experience in “the old ways” are confident they can adapt, while older researchers (with some highly notable exceptions) see their professional world and some of their professional standards cast aside as irrelevant or even damaging.

Some of the highlight findings contained in the report include:

  • • The major structural and systemic changes being faced by those in the marketing research industry.
  • • Despite a backdrop of professional pessimism, anticipated levels of future research spending are actually favorable.
  • • The Top 50 Market Research Firms Perceived to be Innovative.
  • • Gaps between Suppliers and Buyers, tenure in the industry, age of respondents and geographic location exist when it comes to emerging technology adoption.
  • • Social media, mobile, MROCs and text analytics are the newer techniques most likely to be used in the foreseeable future.
  • • Utilizing the latest and most advanced technology is certainly important to both clients and suppliers, but the business relationship itself – personal service, responsiveness, and attentiveness – rises to the very top of the list of decision-making criteria.

Leonard Murphy, Creator and Executive Editor of the GreenBook Research Industry Trends Report commented on the release: “After 8 years, GRIT is the leading and most comprehensive survey of our industry, and we believe that taking our own pulse has never been more important. We promised the industry colorful and comprehensive insights into how research buyers and providers are adapting to the current economy, to emerging technologies, and to the winds of change many feel are buffeting our profession and industry. I think the market research industry will find that we fulfilled our promise. Regardless of your role in the industry – client-side, supplier-side, academic – we think you’ll find the results of this groundbreaking study vitally important and intensely interesting!”

Lukas Pospichal, Managing Director of GreenBook explained the goals of the initiative: “For this iteration we continue to track all the trends in the industry that we have traditionally focused on, but we have made a strategic decision to turn our sights to the future. Our goal with this edition is to offer insights into innovation in the market research industry, into the pace of new technology adoption, into what companies are leading the industry forward, and into what the industry may be like in the future. We think we met and exceed these goals with the help of our sponsoring partners and most importantly, participants in the study. “

In years past, thousands of global industry professionals have downloaded this report, and findings have been cited at industry events, in numerous industry journals and in academic publications. This year the results will be part of the opening session at the IIR Technology Driven Market Research event in May and will be reported on in several webinars and leading blogs.

The report can be accessed at http://www.greenbookblog.org/GRIT/.

About GreenBook:

GreenBook brings resources to market researchers on both sides of the table and offers effective marketing opportunities in a variety of targeted media. The GreenBook media platform now includes the flagship GreenBook Directory (online and in print), specialized GreenBook Health directory, GreenBook Blog, Research Vibes – a customizable market research portal, New Qualitative Research guide and directory (online and in print), and a new publishing program to provide stimulating, practical, and timely content on topics and issues relevant to the industry. While becoming a rich source of marketing research content, GreenBook continues to be the destination for detailed and accurate information on research providers of all types.

Tuesday, April 19, 2011

Who can you meet at the Technology Driven Market Research Event?



The industry's breakout event for 2011, the Technology Driven Market Research Event, is only 2 weeks away - have you signed up yet?

Secure your spot and collaborate with today's leaders in technology and research. Plus, we've got some exciting news that you can't miss:

Who else will be joining us?
20 20 Technology * Advanis Incorporated * Alterian * Altria * American Girl * American Honda Motor * Amway Corporation * Anderson Analytics LLC * AYTM Ask Your Target Market * Bain & Co. * Ball Corporation * Bayer Healthcare * Bloomberg * Bovitz Research Group * BP Fuels Value Chain Marketing * Brand360 * Brown Forman Beverages * C&R Research * Campos Market Research * Capital One Canada * CareerBuilder * Civic Science Inc. * Crimson Hexagon * CT Marketing Research * Cutting Edge Research * DavidDalka.com * Delmonte * DemandROMI * Disney Destinations * Dole Fresh Vegetables * ESPN Inc. * Flamingo Research * Forrester Research * General Motors * GMI * Gongos Research * Hallmark Cards * iCharts * Illume Infosurv * Integer Group * Intel Corporation * Interviewing Services of America * Intuit * iPinion * IPSOS * JD Power & Associates * John Deere * Kao Brands * KL Communications * Knowledge Networks * Kohls * Kraft Foods * Land O Lakes * Leo Burnett * Luth Research * MARC Research * Market Strategies International * Marketing Analysts Inc. * MarketVision Research * MedPanel * MetLife * Microsoft Corporation * Millward Brown * Morpace * MSW Research * Nestle Purina Petcare * Nestle USA * NetBase Solutions * NeuroFocus * Newell Rubbermaid * Next Stage Evolution * NORC at the University of Chicago * Olson Research Group * One Point Mobile Surveys * P&G Healthcare * Pittsburgh Post-Gazette * Procter & Gamble * Pureprofile * Qualcomm * Qualvu * Resource Systems Group * RFL Communication * RSG Inc. * RTI International * Sam's Club * Samsung Electronics * Schlesinger Associates * SJR Group * Smith-Dahmer Associates * Socractic * Southwest Airlines * Sterling Rice Group * StrategyOne * Survey Analytics * Symphonetic Insight * Symrise Inc. * Takeda Pharmaceuticals America * Techneos Systems * The American Institute of Architecture * The Cleveland Clinic * The NPD Group * ThinkVine * TNS Infratest Forschung GmbH * Tribune Media Services * TXTEAGLE * uSamp * Visa International * Vision Critical * Vistaprint * Warner Home Video * Wells Dairy * Wisconsin Milk Marketing Board * WL Gore & Associates * Wm Wrigley Jr Company * Zynga

As a reader of The Market Research Event blog, we’re offering you an exclusive discount of 20% off the standard rate when you (or a colleague) register for TMRE & Technology Driven Market Research! Mention code TMDRBLOG. Register here.

#SocialC20 Blog Round-up

If content was king at this year's Social Media and Communities 2.0 conference, then we would be remiss to not give a hat tip to some of the great content producers out there sharing about their experiences.

Cindy Meltzer presented her Top 5 Takeaways.

Christine Perkett talked about the definition of "Trust."

Chris Neal of CMB discussed planning, focus and accountability.

The Project Management Bistro liveblogged several sessions.

Rachel Luxemburg shared her slide deck here.

Did you blog about the event? Take photos or video? Share with us in the comments, we'd love to hear your thoughts.

Monday, April 18, 2011

Disruptive Innovation Winner Communispace

This blog is co-posted with Next Generation Market Research.

Diane Hessan of Communispace speaks to Tom H. C. Anderson about Next Gen Research, innovation and the recent sale to Omnicom

Tom: Your company recently received the agency side NGMR Disruptive Innovation Award at the TMRE. You’ve certainly played a big role in what I’ve been calling Next Gen Market Research. The term “MROC” (Market Research Online Community) seems so commonplace now, but it certainly wasn’t even just a couple of years ago. How did this all happen?

Diane: It’s been a long journey! When we first started building insights communities in 2000, people just didn’t like the idea. People would say,

“No one is on the internet, and so this isn’t representative of my market”
Or
“Who ARE these people and why would anyone give advice to a brand?”
Or
“Why would you engage in a conversation with someone over time when research principles say that you should only ask them once or they’ll be biased?”

What we knew was that the people with concerns were not our clients. Our clients were excited and happy, and that gave us tremendous inspiration to keep innovating. I think that communities became more mainstream as social media became credible, but I also think it was a physics issue: there are now a critical mass of companies that use communities to generate insights and they are getting great results. It’s just not that risky anymore! We have built and managed about 425 communities for some of the best brands in the world, and that means we have made more mistakes than you can imagine. Of course, about 1/3 of our clients have been working with us for more than 5 years, and we are ever grateful to them for working with us when it wasn’t “fashionable”.

Tom: Specifically, what are some examples of the types of insights that are easier to get out of insights communities than from other research?

Diane: Our clients will often challenge us to help them learn things about their consumers that they had never thought of before. With a community, you get true consumer immersion to understand their wants, dreams, frustrations, beliefs and more. On a daily basis! The result is that you become smarter, more innovative and more empathetic as an organization.

More specifically, communities are especially helpful in certain arenas. One is related to whenever you need to do a deep dive on consumers over time - to understand the “why’s” behind your data. Because community members are building relationships with each other, they often share information that they just wouldn’t share in a less intimate environment. Other categories would include when you need to bring consumers to life, or when you need very fast reads on decisions, testing hypotheses, and so on. Of course, communities are really fantastic for that “fuzzy front end” of innovation.

The real breakthrough with communities is about continuity. Instead of doing ad hoc projects with consumers which is often inefficient in these days of social media, the constant stream of insights can transform companies. You get a 360 degree view of community members in a way that is richer, more nuanced, more textured. It’s like ethnography on steroids.

Of course, despite my passion for communities, there are many things you wouldn’t use a community for, such as forecasting, sizing a market, brand equity studies, segmentation, or major decisions that really require substantial scientific validation.

Tom: Communispace was just sold to Omnicom, and this came as a surprise to many. Why did you decide to sell? Why Omnicom?

We didn’t sell to “exit” the business. In fact, no one on our leadership team is leaving. We basically sold because our opportunities are all related to faster innovation and broader distribution. For example, it’s very difficult to become a truly global company on our own. Omnicom has 5000 clients in 100 countries, and thus, they can help us expand much faster. We are also excited that they are known for letting their companies remain independent. We think our culture is absolutely critical to how we deliver and we know that Omnicom isn’t interested in messing that up.

Diane: Seems like a good strategy. What have you learned from this process that you can share with other research firms who may be considering similar options?

Well, I’m a big culture person. So, I’d say that people spend a tremendous amount of time worrying about their purchase price and not enough time exploring whether they are selling to a partner that will create a great future with them - and whether that partnership will work culturally. When I see acquisitions fail, it’s usually about the soft stuff and not the deal structure.

For the rest of the article, visit the NGMR Blog here.

Friday, April 15, 2011

Put Social At the Core of Your B2B Business: Process, Operations, Analysis

In association with Marketo's Revenue Masters Webinar Series, The Institute for International Research invites you to join us for a complimentary web seminar.

The Social Business AGENDA:
Tackling the Top 2011 Trends for Competitiveness
Sandy Carter, Vice President,
IBM Social Businesses and Collaboration Solution Sales and Evangelism, IBM

Thursday, April 28th, 2011 1:00 - 1:45 PM EDT

Reserve your Webinar seat now, register here.


Social Media has come a long way from the early days of Twitter, YouTube and Facebook. With over 574 million people worldwide on Facebook, 106 million with Twitter accounts, and over 2 billion YouTube videos, how do you leverage this power and stay ahead of your competition?

You need to create a bold social media AGENDA for your business.

Hear from Sandy Carter, Vice President, IBM Social Businesses and Collaboration Solution Sales and Evangelism, on how to create a Social Business AGENDA. Using many case study examples, Ms. Carter will show how to build an AGENDA that aligns organizational goals while driving experiences and engagements through your business processes, utilizing crowdsourcing, communities, disaster recovery and analytics to leverage Social Business for greater results in 2011.

Learn how to:
A - Align Organizational Goals & Culture
G - Gain "Friends" Through Social Trust
E - Engage through Experiences
N - Network Your Business Processes
D - Design for Reputation and Risk Management
A - Analyze Your Data

Plus, attend for a chance to win 1 of 2 copies of Sandy Carter's acclaimed book, The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

This web seminar is sponsored by:





Title: The Social Business AGENDA: Tackling the Top 2011 Trends for Competitiveness
Date: Thursday, April 28th, 2011
Time: 1:00 - 1:45 PM EDT

Register Now. After registering you will receive a confirmation email containing information about joining the Webinar.

Put Social At the Core of Your B2B Business: Process, Operations, Analysis

In association with Marketo's Revenue Masters Webinar Series, The Institute for International Research invites you to join us for a complimentary web seminar.

The Social Business AGENDA:
Tackling the Top 2011 Trends for Competitiveness
Sandy Carter, Vice President,
IBM Social Businesses and Collaboration Solution Sales and Evangelism, IBM

Thursday, April 28th, 2011 1:00 - 1:45 PM EDT

Reserve your Webinar seat now, register here.


Social Media has come a long way from the early days of Twitter, YouTube and Facebook. With over 574 million people worldwide on Facebook, 106 million with Twitter accounts, and over 2 billion YouTube videos, how do you leverage this power and stay ahead of your competition?

You need to create a bold social media AGENDA for your business.

Hear from Sandy Carter, Vice President, IBM Social Businesses and Collaboration Solution Sales and Evangelism, on how to create a Social Business AGENDA. Using many case study examples, Ms. Carter will show how to build an AGENDA that aligns organizational goals while driving experiences and engagements through your business processes, utilizing crowdsourcing, communities, disaster recovery and analytics to leverage Social Business for greater results in 2011.

Learn how to:
A - Align Organizational Goals & Culture
G - Gain "Friends" Through Social Trust
E - Engage through Experiences
N - Network Your Business Processes
D - Design for Reputation and Risk Management
A - Analyze Your Data

Plus, attend for a chance to win 1 of 2 copies of Sandy Carter's acclaimed book, The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

This web seminar is sponsored by:





Title: The Social Business AGENDA: Tackling the Top 2011 Trends for Competitiveness
Date: Thursday, April 28th, 2011
Time: 1:00 - 1:45 PM EDT

Register Now. After registering you will receive a confirmation email containing information about joining the Webinar.

Thursday, April 14, 2011

Lead Up To The IIR TDMR: Interview With John Williamson of Qualvu

This blog is co-posted with The Green Book.

I have not had the pleasure of meeting John, but I've been following Qualvu since their launch and have always kept their platform as one of the weapons in my arsenal when working with clients. Qualvu is a company that has persevered, refined their model and technology continuously, and has now emerged as a leader in redefining how we think about qualitative research. As more researchers have embraced online and mobile methods, Qualvu has not rested on their laurels but instead has co0ntinued to pioneer new ways to change the game for all stakeholders in the research value chain. I am impressed with John, the company he has built, and the vision he has of the future: I think you will be too.

John Williamson

In a little over 2 weeks the Technology Driven Market Research Event will kick off in Chicago, and I am getting more and more excited. Over the last few months we’ve been presenting interviews with speakers at the the event, and I think you’ll agree that we have a stellar line-up of thought leaders, innovators, and visionaries within the market research industry participating. I am humbled beyond measure to be a part of this great group and I can’t wait to sit down and talk shop with everyone in Chicago!

Today’s interview is the last one I have completed. I am working on trying to get a few more wrapped up but in case that doesn’t happen we’ll end the series on a high note with a great conversation with John Williamson, CEO of Qualvu.

I have not had the pleasure of meeting John, but I’ve been following Qualvu since their launch and have always kept their platform as one of the weapons in my arsenal when working with clients. Qualvu is a company that has persevered, refined their model and technology continuously, and has now emerged as a leader in redefining how we think about qualitative research. As more researchers have embraced online and mobile methods, Qualvu has not rested on their laurels but instead has co0ntinued to pioneer new ways to change the game for all stakeholders in the research value chain. Oh, and they are also a “DIY” solution, so the company is another example of how that model can be successfully applied within the market research industry.

I am impressed with John, the company he has built, and the vision he has of the future: I think you will be too.

Like the others, this interview was conducted via email over the course of a few weeks. Enjoy!

LM: Qualvu has been around for a while, but you finally seem to be making a big splash and generating a lot of interest within the market research space. Why do you think that is?

JW: I believe any disruptive and meaningful innovation takes some time to marinate in the marketplace before a critical mass of adoption. Qualvu is just hitting that tipping point and it’s exciting to see the buzz. It doesn’t hurt that we’ve quietly gained a lot of big and influential brands clients, which validates our promise to deliver qualitative research that is faster, cheaper, and simply more truthful than traditional methods. After hitting 700 projects and 100,000 video responses in 2010, people are starting to notice!

It’s fascinating to me that a very big industry – qualitative research which is a $6 billion space – went virtually unchanged for over 50 years. Focus groups were so entrenched that most brands didn’t realize there was a better way of doing things. We knew that to make those brands believers and get them to switch from focus groups, we had to deliver insights that were not just as good as the status quo – they had to be better. We proved we could do that, but it still required that we relentlessly took our message to the industry – and proved it time after time — to generate the momentum we now have. We recently announced our DIY platform for clients to do their own research using Qualvu’s platform, as well as a Smartphone app for video data collection, and they’ve generated additional buzz.

LM: What do you think are the major drivers of change in the market research space right now and how is Qualvu planning to take advantage of those trends?

JW: There are several drivers right now. Certainly the economic conditions are prompting companies to seek innovations that deliver cost-efficiency, and that’s helped Qualvu. I don’t think it’s an accident that tough economies see a resurgence of breakthrough innovations – it’s typically when more mature firms are re-trenching, and there are opportunities for scrappy start-ups to outflank old ways with innovations.

Also consumers have changed. Social media – Facebook and Twitter being the largest ones of course – allow people to share their thoughts, experiences, and even beliefs online. As a result all of us have entered a new age of web-based transparency, with virtual podiums for our unique voices. Qualvu taps this naturally. Plus we connect our clients with consumers through online video and smartphones – which proves to be the most candid and truthful form of feedback because it is on their time, in their settings, and exactly during the consumer/brand interactions.

LM: That “sticktoitness” is inspiring! I agree that we’re in a new era of innovation driven transformation for the market research industry, and a lot of the exciting new technologies seem to be centered around a DIY approach vs. the more traditional service provider model. What do you think is driving that shift and what impact do you see that having on the broader industry over the course of the next 3-5 years?

JW: That’s an interesting question. Online platforms naturally empower the buyer. Think about buying music – intuitive interfaces that vertically integrate the music business means you no longer need to drive to Tower Records to buy the latest Justin Bieber album (sorry, I have an 11-year old daughter at home). Instead you log in to iTunes from your PC, tablet, or Smartphone, play a sample or two, and buy the tracks you want. That’s extremely empowering – with lots of benefits for you by lowering cost and complexity, and giving you exactly what you want, when you want it.

Researchers and companies are no different – they win in DIY environments that strip out cost and complexity, and deliver exactly what they are looking for. I believe that if we deliver an interface that is delightful to use and allows you to customize any consumer feedback project to your needs at lower cost – I believe we can spark the same level of disruption in qualitative research that iTunes did in the music business. What this means is that the industry changes in fundamental ways — it gets bigger and healthier. Because brand researchers are empowered, and because it’s more cost effective without compromising any quality, they can do more. Plus the cost benefits naturally invite companies that do little or no qualitative research to the experience. Online video insights are extremely important to decision making – and now they are cheaper, faster and better than traditional methods. It’s what researchers want, and now they get them when and where they want them.

LM: Are there plans to integrate QualVu into MROCs or even broader based social networks like Facebook to provide a true social experience for participants? Also, will you be using the mobile app to build your own sample population?

JW: We are indeed exploring interesting ways to integrate our collection capability in a variety of environments, and already Qualvu utilizes Facebook to attract consumers who want to share their insights to shape the brands they care about most. The mobile app expands our reach significantly – it instantly enables millions of consumer for video-based qualitative feedback using the Qualvu platform. We are adding sample every day at increasing speed as a result, and allowing our clients to access these smartphone-powered consumers via our self-serve and custom services.

We recently conducted a webinar about the implications of the smartphone and tablet becoming the central gateway for communication, sharing, and information. Qualvu’s vision is been that visual, candid feedback will be centralized within this medium over time as well. We’re laser focused on video, and turning that video into meaningful intelligence – and intent on leading the way for an evolution from focus groups to web-based interaction. Certainly the mobile app factors strongly in that.

LM: I could not agree with you more regarding mobile devices quickly becoming the primary channel for all electronic interactions, and utilizing the evolving capabilities of these devices present some very interesting opportunities for insight professionals. If you are already integrating social elements into your video-based qualitative offering, any plans to add in more functionality such as bar code scanning, finger tracking, LBS functions, or even more quant-based components?

JW: You could get me talking for hours about our mobile strategies! The smartphone is front and center in our mid and long-term strategies for gathering ever more valuable consumer insights. The mobile phone is the central device of the future for how people access information, communicate both verbally and visually, conduct commerce, and share their thoughts. We have some remarkable advances in store – from bar code scanning, geo-location, instant screening and more. One of our promises to our clients is that we realize the ante is better intelligence than any other method, period. From there we are developing increasingly more advanced capabilities to push the boundaries of what’s possible in brand-to-consumer interactions for qualitative insights.


LM: I’ve noticed a real change within the Qualitative supplier community recently around embracing new technologies and techniques; it seems that these more nimble firms, focused more on producing strategic insights vs. specific methodology-based products, are driving innovation in some very interesting ways. Have you noticed the same trend within the qualitative space? Also, given your focus on engaging with enterprise-level clients, have you gotten much traction from the supplier community?

JW: When Qualvu launched in late 2008, we faced quite a bit of skepticism from traditional qualitative suppliers – that a web-based approach could deliver the depth of focus groups. We know now in most cases, it’s significantly richer, more candid and truthful because of how we leverage video. However that early skepticism forced us to take the message directly to enterprise, and it arrived at a crucial time when the economy was forcing them to look for innovative and cost-effective tools – essentially to do more with less. Plus they saw their consumer bases changing before their eyes. Facebook, Twitter, Skype, and other influences were changing how people were communicating, and sharing their thoughts about brands.

So the Qualvu value proposition sparked a powder keg of interest at the end user or buyer, and it had a remarkable positive impact on the vendors. Qualvu gained quick credibility, and once vendor-side researchers realized we had easy DIY tools that allowed them to conduct online video research and apply their unique expert analysis, it was a great fit. It’s allowed us to continue to take our message to every sector – all businesses big and small, ad agencies, healthcare, education, and research vendors. In fact we are developing a webinar series starting in May specifically targeted to research vendors, to train them how to use Qualvu to innovate and grow their businesses. We have lots of vendor success stories to share.


LM: Can you give me some examples of how your clients are using the Qualvu platform? What’s been the most interesting project that you have seen?

JW: There are a lot of really interesting ones – I think that once our clients realize there are virtually no limits to where they can go to learn from their consumers, it really drives home how inefficient focus group settings can be. So we get them right into the lives of real people, right during those “moments of truth.” We have one large CPG client who tests new razor concepts among male and female consumers, who literally shave every morning on camera, right from their bathroom, while they talk about the shaving experience and reaction to the new prototypes. We’ve done lots of projects where moms talk about making dinner, or trying new paper towels, right in their kitchens during the bustle of family dinner. We have consumers showing us their clogged drains the moment they occur – and show us in great detail what works and what doesn’t. We see students talking about search engines and social networking from their dorm rooms at college; the list just goes on and on.

The most interesting? Has to be a project recently we did for a retail client where consumers took us on shopping trips with cameras that were built into ballpoint pens! You wouldn’t believe the footage, and the client was just blown away at what they learned. You just can’t do that with traditional methods. Wrap all those in a price point that is a lot less and a lot faster than traditional methods, and we believe Qualvu will change the game in this industry.

LM: I think a lot of folks are still leery of online qual period, let alone video-based mobile qual. Here is your chance to convert them John: can you sum up the value proposition for your approach vs. other methods for our audience?

JW: I’d love to Leonard.

Properly deployed, Qualvu will deliver more truthful data than any other qualitative method. The platform gets researchers directly into the candid lives of consumers in new ways that only video-based mobile qual can deliver, and the Qualvu solution is faster, easier to deploy, and a lot less expensive than traditional methods. It’s not about just data however – it’s about better, more engaged decision making. Give us a shot and we’ll prove it to you.


LM: Last question! It seems that a lot of innovation in this space is coming out of the Denver area; there is you, iModerate, GutCheck, Egg Strategy, etc.. Is it something about the mountain air that has unleashed all of this innovation? Why is Denver emerging as a kind of “new qual” equivalent to Silicon Valley?

JW: That is a great question! The fact is, Colorado is a spectacular place and it’s attracting world-class people looking for a place to pursue both professional and personal passions. We’ve been able to get some of the most talented and innovative people – from Seattle, Dallas, New York, and lots of other places – to move to the Denver area in a heartbeat to join the Qualvu story. So I’m not surprised the start-ups to watch are incubating right here in Colorado. I’m betting Qualvu won’t be a local secret for long!
About the Author Leonard Murphy:

Lenny is a seasoned and respected industry leader with an entrepreneurial drive. He has been called a visionary and is renowned as an innovator. He has successfully established several companies in the MR space including Rockhopper Research, a leading full service global research firm and MDM Associates, a MR consulting firm, before founding his current companies: BrandScan 360 and his consulting practice LMC group (www.asklmcg.com).

Mr. Murphy is a key consultant and adviser to numerous market research agencies, and works across the industry to drive the development of innovative research practices by developing strategic alliances with multiple “best in class” providers.

Lenny serves on the Board of The Market Research Global Alliance, the premier social network for the global MR profession. He is the Founder and Executive Director of the Research Industry Trends Monitoring Group & Publisher of the GreenBook Research Industry Trends Study, the oldest study in the industry devoted to tracking changing trends in MR. He is on the Advisory Boards of the Festival of NewMR and The Merlien Institute. He is also the Chairman of the IIR Technology Driven Market Research conference.

Rounding out his busy professional life, he is the Editor in Chief of the GreenBook Blog.

Lenny can be reached at lmurphy@brandscan360.com.

Wednesday, April 13, 2011

#social20: What Social Media & Community 2.0 Strategies was really about

On the way to the airport after Social Media & Community 2.0 Strategies, a few of us challenged ourselves to reduce the event to one word.

Happily, we all came up with the same word, but more on that later.

The event was so awesome (considering I personally took more than 10,000 words worth of notes – which may actually be an understatement); I was inspired to try to summarize the event in different ways.

I took a few stabs at it, but my favorite summary is the visualization you’ll find over on the Social Media & Community 2.0 Strategies event website.

For me it works because I’m able to share it with colleagues who did not attend the event and they instantly see the focus of the sessions. If you find yourself in a similar situation feel free to use our social media tag cloud as a starting point.

And now it’s your turn… how have you been sharing the key points of the conference with your colleagues?

Please share with us, and, before I forget – what’s the one word you would use to summarize Social Media & Community 2.0 Strategies?

My word is “content.”
-Stacy Levyn, Conference Producer Social Media & Community 2.0 Strategies Conference

Monday, April 11, 2011

Why Should You Attend Measure Up? ($200 Off Code Inside)

When asked about last year's Measure Up Conference, Aneta Hall, Emerging Media, Corporate Marketing, Pitney Bowes, said:
"This is THE event for one-on-one conversation and knowledge sharing in the field of marketing measurement."

So, why haven't you registered for Measure Up 2011 yet?


Discover how to successfully integrate all of the pieces of marketing measurement, traditional and non-traditional, into a winning business framework.

Measure Up covers it all:
High-quality content delivered by high-caliber, industry leading speakers,
keynotes include:
  • Jean Paul Isson, Vice President Global BI and Predictive Analytics, Monster Worldwide
  • Kanishka Das, Associate Director, Consumer and Market Knowledge, Procter & Gamble
  • Sean Bruich, Measurement & Insights Research, Monetization Analytics, Facebook, Inc.
  • Lise Brende, Director of Marketing Analytics, Bing & MSN
  • And more, click here to see the full keynote roster.

    Hear best practices in marketing and social media measurement analytics from: Cisco, Johnson & Johnson, Microsoft, SABmiller, Shell, TiVo, U.S. Army, Verizon and more!

    Improve your social media analytics and drive higher revenue, profit and brand share.

    Return to the office with a better understanding of how measurement, analytics and optimized resource allocation can drive marketing strategies and tactics.

    Click here to view the full speaking roster and session descriptions.

    Join us in Boston this June and find out why Measure Up is the event for marketing measurement knowledge exchange. It's a collaborative meeting of the minds to explore the new world of marketing analytics.

    Register by this Friday, April 15 & Save $200 off the standard rates to attend! 

    Mention code TWEETMEASUREPB when registering.

    Thursday, April 7, 2011

    Where Are You on the Digital Ladder of Insight?

    Leading up to the 2011 Measure Up event we asked industry experts to share some opinions with us on the field. Today's post by Pat LaPointe explores the Digital Ladder of Insight. For more information on Measure Up, download the brochure here.

    I’ve been working on updating the “Ladder of Insight” I published several years ago to reflect some observations on levels of measurement sophistication with respect to digital/social attribution. From what I see in the marketplace, companies seem to be at one of four levels in their pursuit of better insights…

    Level 1 – Monitoring chat boards; counting Tweets and followers; measuring owned-media activity (site visits, sourcing pages, etc.); using last-click attribution. Seeing a very limited view of digital activity and hoping to correlate outcomes with observed behaviors.

    Level 2 – Above plus tracking sentiment for self and competitors; monitoring Google query volume for a few dozen key terms; using syndicated research to dissect online information searching and buying pathways; “allocated attribution” methods based on views/touches across digital exposures based on samples of cookie and clickstream data.

    Level 3 – Above plus integrated view of digital and traditional tactics in a common analytical attribution model that establishes direct and indirect effects of digital, and social (both online and offline WOM) within the context of ALL marketing/selling tactics.

    Level 4 – Above plus comprehensive online pathway monitoring based on full digital data sets from own site, referring sites, and ad placement servers. Accurate digital attribution derived when sampling is no longer required.

    As you move up in levels, you gain more accurate perspective and find more ways to improve the effectiveness of marketing spend - which is increasingly measured in terms of both dollars and man-hours. But more importantly, you gain competitive advantages to exploit your insights and you get refreshed insights faster.
    But before concluding that this is the path to marketing excellence, it’s worth remembering a few decades-old ground rules of marketing that seem to be even more important in the digital era:
    - Innovation brings buying attention to your product/service offering. Manufacturing or borrowing interest (celebrities, discounting, etc.) are expensive and short-lived ways of drawing attention to yourself. If there’s nothing substantive for people to talk about, all the social media effort in the world won’t amount to much more than a digitally collective yawn.

    - Online chatter about your category/brand is usually just a fraction of total chatter. Don’t underestimate the impact of offline WOM, particularly for lower-interest categories where consumers aren’t likely to want to tweet or blog.

    - Given the increasingly fragmented battle for consumer attention, sound segmentation is more than ever the key to getting relevant value propositions in front of the right customers. Just because you produced a “killer” online video doesn’t mean millions will want to view it.
    If you have thoughts or ideas on how to improve on this ladder, please share…

    __________________________
    Pat LaPointe is Executive Vice President at MarketShare, and Managing Editor of MarketingNPV Journal, the most widely read journal of marketing measurement, available online FREE at www.MarketingNPV.com.