MRGA - Journal April 2011

8/7/2019 MRGA - Journal April 2011

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04.20.11Volume 1

Issue 3

The Spring 2011GRIT Report is Here

Can a Marriage Between SocialMedia and Traditional MarketResearch Survive?

Learning From Machiavelli:Loyalty is Rooted in Self Interest



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JOURNAL ENTRIES

Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.

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7 Spring 2011 GRITReport

33 Featured Bloggers You

Should Follow Now

35 Featured MRGA

Blog Posts

39 Corporate Membership

Spotlight

40 Press Releases

37 LinkedIn Conversations

44 New Membership

Spotlight

50 Events

52 Videos

55 Social Media Innovators

48 Learning From Machiavelli:

Loyalty is Rooted in Self

Interest

46 Can a Marriage Between

Social Media and

Traditional Market

Research Survive?

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Welcome to the third edition of the MRGA JOURNAL. I have been assigned to manageall MRGA Media Content we publish for the MRGA Media Network as we grow. I am excitedto you serve you - if you have any ideas, articles or stories you would like to cover, I inviteyou to contact me directly at [email protected] .

In this edition we are proud to provide you with the Spring 2011 GreenBook Research IndustryTrends Report (GRIT). We have included the executive version of the report for your readingpleasure, but you can download the full report by clicking here. We are confident that you willfind the information provided in the report interesting and engaging.

Please follow the articles back to the original bloggers or the MRGA Discussions Forum andcomment with your thoughts or write another article if you feel inspired. We have no agendaother than to support what you, our members and readers are interested in. We give all of ourmembers an equal voice as it pertains to market research!

If you are inspired to write a story or publish an article as a professional member, please do it – it only costs your time toparticipate. 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 areaswithin 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 (CompanyBranding) 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 Papersetc.)

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 assoon 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, PresidentThe Market Research Global [email protected]

Volume 1, Issue 3 :: April 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0. 5

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Welcome to the MRGA JOURNAL

Stacey Bell, PresidentThe Market Research

Global Alliance

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mailto:[email protected]

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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 industryconferences. 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 ismeaningful for them and presumably, commercially advantageous to you.)

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.

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Featured Bloggers You Should Follow Now

Joel RubinsonJoel 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 resear

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


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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.

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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 thesetypes 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 2011Market Research Software Survey Last week, results from the 2011 Market Research SoftwareSurvey by meaning ltd. were published. New this year are questions specific to social media marketresearch.(Check out co-author @TimMacer's Research article) Based on responses from seniorexecutives in 213 market research companies worldwide, the survey shows that social marketresearch 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 tofind out how some of our members give back to through their market research efforts or throughpersonal means. Feel free to share! Just reply to this post. I gave a contribution to Music for Relief, acause I believe in because music can bring humanity together without having to speak the samelanguage - 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'sNCAA 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 inreal-time, investigated further in a recent poll conducted by Research Now. Read More. By ResearchNow.

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-proofmarket research software solutions, today announces the release of a new case study featuring itsclient 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 ofthe last decade, The Cluetrain Manifesto (2001), by Christopher Locke, Rick Levine, Doc Searls andDavid 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).

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Featured MRGA Blog Posts


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The Research Club is an industry renowned series of International networking events for everyone involvedin 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 marketresearch 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!

http://www.theresearchclub.com/events/london/

http://www.theresearchclub.com/events/paris/

http://www.theresearchclub.com/events/new-york/

http://www.theresearchclub.com/events/amsterdam/

http://www.theresearchclub.com/events/hamburg/

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Diane Hagglund :: What do you do whenresearch findings are different than corebeliefs? InformationWeek did a very interestingarticle 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 Researchthrow 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 wellto 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 howsmartphones are changing our shoppingexperience. I knew people usedsmartphones while they shop, but HALF???With today's increasingly mobile world,

consumers are relying on smartphones for morethan just calling a friend or emailing a co-

worker. 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 weintend 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 thismorning, 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-DepthInterviews 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 bloggets some recognition: The Voice of VoviciBlog 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?

MRGA on LinkedIn ::The MRGA group on LinkedIn is comprised of almost 8,000 members globally.

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Company Description ::20|20 Research, Inc., a global provider of qualitative research fieldwork services and software, was founded in 1986 byformer QRCA President Jim Bryson; since then, the organization has experienced growth, change and significantsuccess…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 in-house – experienced in consumer, physician, B2B and ethnographies. Daily updates from your project manager. Alltechnologies available, including dedicated client internet access, mp3/mp4 recordings, FocusVision®, VideoMarker®,ActiveGroup® and QualLab® for software and website usability testing. Also offering nationwide recruiting, projectmanagement 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 inonline qualitative research solutions, providing a variety of industry-leading software platforms:

QualBoard™, for bulletin-board focus groups

QualMeeting™, for live webcam interviewingQualAnywhere™, 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 platformswill 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 ofyour project.

We also offer the largest curriculum of webinars in the industry – all targeted specifically at helping you to understand thebenefits 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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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 protected].

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 [email protected], (800) 737-2020 (U.S.), +44 (0)20 3318 5979 (U.K.) or +33 (0)9 75 18 13 54 (France).

40

MRGA JOURNAL

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Wednesday, April 20, 2011 – 11AMMobile Surveys: Techniques & Best PracticesJoin 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 usemobile marketing in 2010. When you consider the ubiquity of mobile phones, their presence inthe 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 andadvertising will grow almost ten-fold over the next five years, from $1.5 billion to $11.5 billionaccording to eMarketer. This session will give an overview of mobile research techniques aswell as Decipher's mobile surveying capabilities and sampling strategies.

To sign up for this webinar, Click Here »

Wednesday, April 27, 2011 – 11AMDecipher "Basic" TrainingJoin this FREE live webinar as Jamin Brazil, co-founder and co-CEO, takes you through anoverview of Decipher's surveying and reporting systems. This session is ideal for thoselooking to get an overview of Decipher's technical and reporting capabilities as well as forthose looking for a refresher course on portal functionality. This session will include anoverview of Decipher's online survey capabilities, a portal overview, walk through of thechange 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.

upcoming webinars

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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 full-

service 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 the se

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.

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MRGA JOURNAL

Press Release


http://www.toluna-group.com/us/about-us/management-team
















Welcome some of MRGAS’s newest members…

44

Michalis MichaelLondonUnited Kingdom

Company:Digital-MR

Member Since :March 31, 2011

I am a market research:Full-Service MarketResearch Firm

MaryEllen DeMarcoPhiladelphia, PAUnited States

Company:Thomson Reuters

Member Since:March 15, 2011

I am a market research:End-User(Client-Side-User)

Marsi BennettSan Diego, CA

United States

Company:Hewlett-Packard


I am a market research:End-User(Client-Side-User)

GA JOURNAL

New Membership Spotlight

Welcome some of MRGAS’s newest members…

New Membership Spotlight

Tamara PritchardVancouver, BCCanada

Company:Vision Critical


I am a market research:Market Research

Solution Provider

Leonard SteinNew Rochelle, NYUnited States

Company:Visibility Public

Relations


I am a market research:General Solution ProvideNon - Research

Praz HariSydney, Australia

Australia

Company:Colmar Brunton


I am a market research:Market Research SolutioProvider, Market ResearcMedia Provider


http://www.mrgasn.com/profile/MichalisMichael










http://www.mrgasn.com/profile/leonardstein

http://www.mrgasn.com/profile/MarsiBennett
















http://www.mrgasn.com/profile/TamaraPritchard


http://www.mrgasn.com/profile/leonardstein

http://www.mrgasn.com/profile/MaryEllenDeMarco


http://www.mrgasn.com/profile/PrazHari



http://www.mria-arim.ca/EDUCATION/CoursesByLocation.asp



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 information -

gathering table.

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.

MRGA JOURNAL

Can a Marriage Between Social Media and

Traditional Market Research Survive?By George Terhanian

46

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.

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

Top Stories











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.

“And…?” you ask.

“Overall, 14 million people posted positive comments online as opposed

to 18 million who posted negative comments.” The bottom line? “Thepositive 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. Theassembled 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, panel-

based 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?

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.

MRGA JOURNAL

47

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 in-

store 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.

Setting up a customer feedback phone number, printed on sales

receipts. When a customer called, she would be asked a series of tape-

recorded questions about their shopping experience, with additionalcustomer-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.

George H. Terhanian Ph.D.President North America and Group

Chief Strategy Officer :: Toluna

Can a Marriage Between Social Media and

Traditional Market Research Survive? (Cont.)

Top Stories











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 difficultchallenge 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; thenthey 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.

MRGA JOURNAL

Learning from Machiavelli:Loyalty is Rooted in Self InterestBy Howard Lax

48

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.

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FREE WEBINAR: THE FOUR PILLARS OFCONSUMER TRUTH April 26, 2011 from 3pm to

4pm – Webex It’s Not Getting Consumers To Tellthe TruthIt’s Letting Consumers Tell the TruthOnline and mobile research methods can surpasstraditional methodologies under one condition: Ifthey deliver mor…Organized by GuadalupePagalday | Type: webinar

IIR TECHNOLOGY DRIVEN MARKETRESEARCH May 2, 2011 to May 3, 2011 – HotelAllerton Chicago Starting things off is theTechnology Driven Market Research conferencescheduled for May 2-3, 2011 at the Hotel AllertonChicago in Chicago, IL. The theme for this year’s

conference is ―Capture I…Organized by IIR |Type: conference

WEBCAMS AND QUALITATIVERESEARCH...THE TIME HAS COME April 28,

2011 from 2pm to 3pm –

http://events.constantcontact.com/register/event?llr=n5n6drcab&oeidk=a07e3nv7ytjbf85d5adPlease join us Thursday, April 28th as host JimMcLeod-Warrick of Beacon Technology PartnersLLC presents Webcams and QualitativeResearch...The Time has Come. This webinarwill focus on the place of…Organizedby FocusVision World Wide | Type: webinar

BURKE INSTITUTE - MARKETSEGMENTATION & POSITIONINGRESEARCH June 7, 2011 to June 9, 2011 –

Chicago In this 3-day seminar, you will learnhow to segment your markets and select thebest target markets for your products andservices. Specifically, you will learn: Why it iscritically important to segment your markets,select the most profitable targets, and positionyour…Organized by Beverly Schalk |Type: seminar

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Click here to view all of the upcoming events.

DECIPHER "BASIC TRAINING" April 27,2011 from 11am to 12pm – Webinar Join thisFREE live webinar as Jamin Brazil, co-founderand co-CEO, takes you through an overview ofDecipher's surveying and reporting systems. Thissession is ideal for those looking to get anover…Organized by Decipher | Type: webinar

BURKE INSTITUTE – FOCUS GROUPMODERATOR TRAINING May 3, 2011 to May 6,

2011 – Cincinnati This limited enrollment,intensive 4-day workshop is designed to train youto become a focus group moderator. Specifically,you will learn: How to communicate with your―clients‖ to understand their …Organizedby Beverly Schalk | Type: seminar

2ND INTERNATIONAL CONFERENCE ONMARKET RESEARCH IN THE MOBILE

WORLD July 19, 2011 to July 20, 2011 –

Atlanta, Georgia The GreenBook MarketingResearch Directory, in Collaboration withMerlien Institute and the Center for BusinessInnovation and Creative thinking at the ColesCollege of Business are pleased toannounce…Organized by Leonard Murphy |Type: mobile, research, conference

CONGRESS 2011 IMPACT - RESEARCHRELOADED Amsterdam / 18 - 21 SeptemberSeptember 18, 2011 to September 21, 2011 –

Westergasfabriek Why does IMPACT matter? IsMarket Research effective? The value andprofitability of any product or service and theimpact of it in the marketplace depends on thedecisions driven by effective market…Organizedby ESOMAR | Type: conference


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DIY Online Qualitative Research Tool Intro ::Group Quality™ is a do-it-yourself onlinequalitative research tool is designed to quicklyachieve…Added by Steven Mallows

Graham Page on neuroscience and marketresearch :: ―Neuroscience is strategically vital

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52

MRGA JOURNAL

Videos

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MRGA JOURNAL

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Company DescriptionActusMR™, Inc . is a world class provider of strategic sales solutions, specializing in the marketing research industry. ActusMR™ isknown 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 wellas gain stronger name recognition. In the race for market share, you need to have your strongest team running. Clearly an endurancerace, we'll help you develop a strategy to outlast the competition. Go for the gold with Team ActusMR™!

Email: [email protected]: www.actusmr.comMRGA Profile: www.mrgasn.com/profile/ActusMR

Company DescriptionTHE OTHER SAMPLING COMPANY IN CONNECTICUT™ - Call for competitive quotation. Quality online and telephone samples since1991: exact age, income, new mothers, ethnic, businesses, tract/block groups, radius, RDD, many low incidence categories (productusers, etc.), radius, census tract/block groups, many others, standard formats, email delivery, survey/sampling expertise. Surveyprogramming and hosting.

Email: [email protected]: www.affordablesamples.comMRGA Profile: www.mrgasn.com/profile/AffordableSamples

Company DescriptionThe American Marketing Association (AMA) is the professional association for individuals and organizations who are leading thepractice, 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 theirmarketing expertise, elevating their careers and ultimately, achieving better results.

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Company DescriptionThe Internet is the greatest data source we have ever seen. Always changing, expanding and evolving at a pace faster than we candigest. 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 empowerbusiness professionals to ―Leverage the Internet‖ 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, specialtyinformation publishers, talent acquisition departments, professional recruiting and staffing turn the Internet into an optimal sources togenerate 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-winningContact 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.comMRGA Profile: www.mrgasn.com/profile/Broadlook

Company DescriptionWe 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.comMRGA Profile: www.mrgasn.com/profile/CiViCSCIENCE

Company DescriptionA marketing research services provider, Decipher specializes in online survey programming, data collection, data processing/reportingand custom technology development. Utilizing web-based applications, Decipher integrates state-of-the-art technology with traditionalresearch 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.

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Company Description: Founded in 1995, DMS Insights leverages its full-service heritage to provide a level of research knowledge andexpertise 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. Thebenefit 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 cho ice when qualitymatters.

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: [email protected]: www.dms-insight.comMRGA Profile: www.mrgasn.com/profile/DMS

Company DescriptionEFG is the U.S. subsidiary of the Paris-based MV2 Group, one of the European leaders in international Market Research. EFG is a full-

service one-stop shop for quant/qual fieldwork and mystery shopping worldwide on behalf of US-based Market Research and consultingfirms.

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 GroupFacilities, and 35+ proprietary panels across EMEA, APAC, and LatAm. EFG is ISO 9001 quality certified since 1995. EFG covers alltypes of industry. Special units dedicated to specific industries such as Healthcare, IT, B2B, C-Levels, Finance, Automotive, and Sports.

Email: [email protected]: www.efgresearch.comMRGA Profile: www.mrgasn.com/profile/EFG

Company Description

Company DescriptionFocusVision is the leading global provider of live video transmission, analysis and archive solutions for the qualitative market researchindustry.

With transmission solutions for all venues, including the largest global network of focus group facilities, FocusVision delivers the highestaudio and video quality, security and reliability for the most advanced research organizations in the world. FocusVision solutionsincrease key stakeholder participation, avoid the hassles and costs of travel and accelerate the review, analysis and reporting process tomake smarter decisions, faster.

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Company DescriptionGlobalpark offers panel, community and feedback management solutions that drive loyalty, product innovation, and marketing reach. Wehelp organizations like Citi, Daimler and Nintendo, and top MR and HR agencies, to ensure the voice of the customer/employee informsdaily 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-linegrowth.

Email: [email protected]: www.globalpark.comMRGA Profile: www.mrgasn.com/profile/globalpark

MRGA JOURNAL

59

Company DescriptionGazelle is the trusted resource chosen by leading market research firms since 1993. Services include domestic and international fieldmanagement in all methodologies, online programming and hosting, sample acquisition, data processing, coding and foreign languagetranslations. 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 andSocial Research Practices. Gazelle Global Research Services, LLC is certified as a women’s business enterprise through the Wo men’sBusiness Enterprise National Council (WBENC). Professional affiliations: PRC certified by the MRA, AMA, CASRO, ESOMAR andAIMRI.

Email: [email protected]: www.gazelleglobal.com

MRGA Profile: www.mrgasn.com/profile/GazelleGlobal


Company DescriptionEvery month, thousands of companies, organizations, governmental agencies, and market research firms use the GreenBook to findpartners 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 protected]: www.greenbook.orgMRGA Profile: www.mrgasn.com/profile/GreenBook



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MRGA JOURNAL

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Company DescriptionFounded over a decade ago, Hotspex helps the marketing world discover the hidden truth behind consumer behavior – emotions,feelings and relationships towards brands and marketing ideas. Leading manufacturers, retailers and service providers continuously relyon 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, and3) providing business-focused analysis of all results.

Email: [email protected]: www.hotspex.bizMRGA Profile: www.mrgasn.com/profile/HotSpex

Company DescriptionHubSpot's vision is to provide a (killer) marketing application and provide great advice to small businesses enabling them to leveragethese disruptive effects of the internet to "get found" by more prospects shopping in their niche and to convert a higher percentage ofprospects into customers.

Most small businesses have a website that behaves like their old paper-based brochures, but just sitting online. It is rarely updated, isnot given significant visibility by the search engines, has low traffic levels, does not encourage return visits, does not enable/trackconversions, etc. What HubSpot does is transform that relatively static website into a modern marketing machine that produces the rightleads 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 protected]: www.hubspot.comMRGA 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 anyaudience. No Software to download. No Programming required. iCharts has solutions designed for researchers that: allow users tovisually experience, consume, analyze and reuse your data; create dynamically updated interactive charts and dashboards; integratedata across multiple sources, including surveys and databases; automatically update iCharts wherever they are on the web with nomanual effort; and improve productivity by going from raw data to charting and online distribution with no aggregations or cross-tabbing required. iCharts - your online resource for data visualization, publishing and information distribution.

Email: [email protected]: ichartsbusiness.com/solutionsMRGA Profile: www.mrgasn.com/profile/iCharts



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Company DescriptionInsightsNow is the leading product design and development research company whose unique consumer behavior frameworks, powerfultechnology platform, and rapid delivery of relevant insights provide a rich, integrated, and scalable research environment thataccelerates the development of products for major consumer packaged goods manufacturers. Through the company’s advanced realtime research and analytic solutions, such as profilesNOW and reportsNOW, InsightsNow provides faster, deeper, and more insightfulresults. 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: [email protected]: www.InsightsNow.comMRGA Profile: www.mrgasn.com/profile/InsightsNowInc

Company DescriptionKinesis 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 PanelistPortal for creating panel and community websites, and API for extending to third-party and in-house applications. Reporting tools providevisibility to all aspects of survey launch and panel management, with branded options for third-party access.

Email: [email protected]: www.kinesissurvey.comMRGA 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 showcasethe business value of market research. This years event is November 07 - November 09 2011 in Orlando, FL. MRGA members receivea special discount.

Brought to you by IIR USA: Our events provide you with laser focused content, unique experiences, access to people & ideas thatcreate 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 combinationof these imperatives that IIR USA events continually set the standard for which conferences in general are measured.

Email: [email protected]: www.themarketresearchevent.comMRGA Profile: www.mrgasn.com/profile/tmre


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MRGA JOURNAL

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Company DescriptionThe Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of themarket intelligence and survey research industry, including social research, competitive intelligence, data mining, insight, and knowledgemanagement. 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 quartersof 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 industryvoted overwhelmingly in favour of merging. The newly-created body, which began operations on January 1, 2005, presents a unifiedvoice for the industry; pulling together all of the products and services formerly offered to the public and the respective members of thenow dissolved Canadian Association of Market Research Organizations (CAMRO), the Canadian Survey Research Council (CSRC) andthe Professional Marketing Research Society (PMRS).

Email: [email protected]: www.mria-arim.caMRGA Profile: Coming Soon

Company DescriptionSuccessful qualitative research techniques begin with understanding the specifications of our clients. Our professionally trained in-housestaff can tackle the most difficult recruiting assignments in a timely and cost effective manner utilizing client supplied sample, ourcomputerized database, location intercepts or random calling. Mars Research has an extensive field department that offers our clientsthe opportunity to conduct mystery shops, store audits, and exit interviews on a local, regional and/or national level Quantitativeresearch 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 researchprovides 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: [email protected]: www.marsresearch.comMRGA Profile: www.mrgasn.com/profile/MARS


Company Description

Founded in 1979, Mktg, Inc, is the online SampleAnalysts™ to the industry with the largest global research on research effort covering35 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.

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MRGA JOURNAL

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Company DescriptionMissing 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 thecost, barriers or time-consuming processes of traditional staffing companies and recruitment firms. The Software as a Service platformenables organizations and service providers to conduct business while simplifying communications and promoting transparencyamong collaborative work teams.

Email: [email protected]: www.mavenlink.comMRGA Profile: Coming Soon

Company DescriptionMindwave 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 yourcustomers. 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 theworld – and the services we provide are a reflection of in-depth expertise in applying methodologies and techniques that help you seeyour customers in a clearer light. Plus, our suite of fully-owned, in-house services and expertise means you get seamless integration ofquantitative and qualitative methodologies and techniques.

Email: [email protected]: www.mindwaveresearch.comMRGA Profile: Coming Soon

Company DescriptionWe are the insight discovery company. Founded by innovators Jonathan Spier and Michael Osofsky, NetBase develops and markets anext-generation semantic technology that reads and understands the English language. This technology is the basis for solutions thathelp our users answer complex questions faster, more accurately, and with greater confidence. And we do this at scale. NetBase findsand extracts the most relevant information from billions of public and private sources of online information. Our advanced technologycombines 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 atFortune 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 protected]: www.netbase.comMRGA Profile: www.mrgasn.com/profile/NetBase






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MRGA JOURNAL

65

Company DescriptionThe Enterprise, Engaged.The key to better engagement is personalization. Netvibes for Enterprise is the perfect daily interface for organizations to engagecustomers and employees alike with fully branded, yet individually personalized startpage portals. Widget-based Enterprise Portalsdeliver your unique content, relevant industry feeds and multiple enterprise tools —all from a single, unified dashboard—alongside theuser’s favorite search, weather, email, news, blogs, social networks and widgets. Netvibes for Enterprise adds a personalized face tothe front of any enterprise system, with a user-friendly dashboard that’s more customizable, productive and engaging.

Email: [email protected]: http://business.netvibes.comMRGA Profile: www.mrgasn.com/profile/netvibes

Company DescriptionOnline Market Intelligence (OMI) provides high quality online fieldwork in Russia, Ukraine, Belarus, Kazakhstan, and the Balt ic states.With OMI online panels you can access over 300k consumers, 85k vehicle owners, 15k IT professionals, and 5k Physicians recruitedfrom a wide variety of local Web-portals and professional websites.

OMI manages 4 proprietary online panels:

Consumer PanelAutomotive PanelB2B IT PanelPhysician panel

OMI consumer panel in Russia holds the Silver Certificate for data consistency in tracking studies that is awarded by the internationalpanel auditors Mktg Inc.

Email: [email protected]: www.omirussia.ru/en/ MRGA Profile: www.mrgasn.com/profile/omi

Company DescriptionOnePoint Surveys offers a complete mobile research solution encompassing the creation of mobile surveys which support multimediacontent and location based services (LBS), recruiting and profiling mobile communities and panels, through to rewarding participantswith cash and other incentives directly to their phone. The OnePoint mobile survey platform enables research to be deployed across 193countries via multiple mobile channels; SMS, WAP, choice and mobile websites, using any type of mobile phone handset.

Email: [email protected]: www.onepointsurveys.comMRGA Profile: www.mrgasn.com/profile/OnePoint




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MRGA JOURNAL

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Company DescriptionPeanut Labs enables organizations to gather quality data for market research by embedding surveys into social networking applicationsand communities. Users complete a preliminary profile questionnaire that enables Peanut Labs to target users with the most re levantsurveys. Information collected from the profiler includes basic demographics such as age, gender, ethnicity, geography and householdincome.

Those who meet the required criteria receive highly targeted survey invitations in real time - as they log in to their application - and arerewarded 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 orcommunity partner, of which the respondent is a member of. This form of engagement provides a better user experience, ultimatelyallowing for better quality of data.

Email: [email protected]: www.peanutlabs.comMRGA Profile: www.mrgasn.com/profile/PeanutLabs

Company DescriptionQualtrics is an industry-leading provider of enterprise feedback management and survey software solutions. We provide a platform fordesigning, 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, sophisticatedoption for professional research.

Qualtrics makes sophisticated research simple. That's why industry leaders and Fortune 500 companies choose Qualtrics.

Email: [email protected]: www.qualtrics.comMRGA Profile: Coming Soon

Company DescriptionResearch Now is the leading global online sampling and data collection company. With over 6 million panelists in 37 countriesworldwide, Research Now enables companies to listen and interact with real consumers and business decision makers in order to makekey business decisions. Research Now offers a full suite of data collection services, including social media sampling, and operates theValued Opinions™ Panel and e-Rewards® Opinion Panels. The company has a multilingual staff located in 22 offices around the globeand has been recognized for three consecutive years as the industry leader in client satisfaction. Visit http://www.researchnow.com tolearn more. Research Now is part of the e-Rewards Group which also includes Peanut Labs and e-Miles.

Email: [email protected]: www.researchnow.comMRGA Profile: www.mrgasn.com/profile/ResearchNow




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Company DescriptionResearch Rockstar delivers training, tips and tools to busy professionals seeking Market Research excellence—and we offer it allonline or in-person. Our clients are the actual users and buyers of market research services—people who need to find, buy andmanage market research resources. In some companies, this is a full-time researcher. In others, it is a person who is using researchas 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 Rockstarprovides precise, actionable information to make sure your investment is optimally managed. We want the actual buyers and users ofmarket research have a positive experience with it—so that they can complete research projects, apply the results to real-worldbusiness decisions, and feel, indeed, like a Research Rockstar.

Email: [email protected]: www.researchrockstar.comMRGA Profile: www.mrgasn.com/profile/RESEARCHROCKSTAR

Company DescriptionInterview & on-site surveys: Rapidly develop and deploy complex and multilingual surveys on a variety of mobile devices. Interviewersengage 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 giveyou 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 youraudience on their own devices to provide feedback and insights that are meaningful and convenient--on their own terms. The result: moreaccurate, 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 yourideal partner to build sticky applications that not only enable 2-way dialogues that deliver insights, but also provide value to your mobilecommunity.

Website: www.techneos.comMRGA Profile: www.mrgasn.com/profile/techneos

Company DescriptionWith a cumulative 200 years of championship work, Thoroughbred Opinion Research has a rich pedigree in market research. We arelifelong researchers who have dedicated ourselves to what matters most – working with you in the spirit of collaboration to provide datathat is valid, representative and replicable. Every client has a dedicated team of senior leadership. The partners are hands-on andaccessible. The team communicates with you daily throughout the project providing insight, objectivity and balance. We have s ix callcenters with 330 CATI equipped stations, and conduct a variety of quantitative telephone and online studies.

Email: [email protected]: www.torinc.netMRGA Profile: www.mrgasn.com/profile/ThoroughbredResearch




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Company DescriptionuSamp (www.uSamp.com), formerly United Sample Inc., is one of the world’s fastest growing online panel companies, providing surveypanelists and technology for use in market research. Founded in 2008, uSamp has 90 team members worldwide and more than 2.7million global market research panelists. The company’s web-based panel platform is transforming the management and delivery ofonline panel for market researchers, offering unprecedented access over their panel. uSamp’s deep well of proprietary technol ogiesincludes 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: [email protected]: www.uSamp.comMRGA Profile: www.mrgasn.com/profile/uSamp

Company DescriptionToluna, is the world’s largest online sample provider, delivering sample of unrivaled reliability and representation from mil lions ofpanelists worldwide. Offices around the globe ensure local expertise for your projects. Contact us to learn more about how we canserve your online research needs.

Toluna provides online sample and online research panel building expertise to over 1,500 of the world’s leading market resear chagencies. Get in touch with 4 million active panel community members across 34 countries. 16 specialist research panels reach nichesegments to provide quality survey research data. Respondents can be delivered to your programming or ours. We also offer custompanel and community building and management.

Email: [email protected]: www.toluna-group.com

MRGA Profile: www.mrgasn.com/profile/toluna

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Company DescriptionSince 1986, 20|20 Research has been providing the tools, services and support to help our clients conduct the best in qualitativeresearch. In addition to our ―Top Rated‖ Focus Group facilities and local recruiting, 20|20 has grown to become a worldwide leader inonline qualitative research solutions. We currently offer five different software platforms, qualitative recruiting in the U.S. and around theglobe, as well as the best project management, service and support in the industry. Let us know how we can help you with your nextqualitative project.

Email: [email protected]: www.2020research.comMRGA Profile: Coming Soon






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Company DescriptionAt Vision Critical, change is something we do often. We don’t tend to stagnate. We operate in a way that’s counter to bureaucracybecause 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 thatsparks – 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-mindedsouls 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 fromconnecting with one another beyond the constructs of quotas and budgets. In contrast, enthusiasm ripples through Vision Critical notbecause 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 creativi ty, and ofour humanity – and of all the people and brands connected to our family. Software is not often that kind of business. But that’s how itis with us.

Website: www.visioncritical.comMRGA Profile: www.mrgasn.com/profile/VisionCritical

Company DescriptionHow can we help with your next research project? With Zoomerang Sample™ you get the highest quality means of conducting onlineresearch. MarketTools, our parent company and a leading market research firm, manages the Zoomerang survey panel through aninnovative management process that aims for 100% survey respondent authenticity. That authenticity is crucial: our research has shownthat your risk of bad information can double if your survey group contains even 30% bad respondents.

Email: [email protected]: www.zoomerang.comMRGA 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 [email protected].


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Documents

MRGA - Journal April 2011