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Let's Face the Music...and Dance: Music's lessons for research in the big data age
Will Goodhand and Olly Nelken, ESOMAR, Congress, Istanbul, September 2013
This paper discusses some of the problems market researchers face in understanding how to utilise Big Data, and draws parallels with the music industry to show how the challenges around Big Data can be embraced.
This paper discusses some of the problems market researchers face in understanding how to utilise Big Data, and draws parallels with the music industry to show how the challenges around Big Data can be embraced. Changes in the music industry were initially difficult for participants, but those who experimented and took risks made the most of developments, for example in digital music technology. It is argued that the evolution of Big Data will be similar, and that those who experiment with approaches will be best placed to seize the opportunities Big Data represents.
Why Big Data is a Small Idea: And why you shouldn't worry so much
Stephen P. Needel, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the impact of Big Data on marketing research, arguing that it is not as ground-breaking as sometimes claimed.
This paper discusses the impact of Big Data on marketing research, arguing that it is not as ground-breaking as sometimes claimed. Concern about marketing research being overtaken by companies more suited to Big Data analysis have led some in the industry to overstate its impact. It is argued that aspiration towards quickly processed and actioned data insights are not practical or desirable. Also considered are arguments around whether Big Data is actually capable of understanding and predicting consumer behaviour.
A New MR Mix for the New Age Information Ecosystem: Proposing big change in content mix, not process
Radhecka Roy and Sunita Venkataraman, ESOMAR, Congress, Istanbul, September 2013
This paper argues that the interventionist solicitation of information is no longer necessary as consumers constantly express their opinions on many different platforms, and shares approaches from Intel, the technology company, to Big Data in different industries.
This paper argues that the interventionist solicitation of information is no longer necessary as consumers constantly express their opinions on many different platforms, and shares approaches from Intel, the technology company, to Big Data in different industries. Market research should change to account for the voluntarily shared information that is now available to them, and adopt a new approach to information needs and market research planning. It is argued that the availability of Big Data means market researchers need to adapt their approach to stay relevant. A particular challenge is to 'humanise' Big Data to generate more meaningful insights.
A TCPA for the 21st Century: Why TCPA Lawsuits Are On the Rise and What the FCC Should Do About It
Monica Desai, Ryan King, Maria Wolvin and Maxine Martin, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Litigation related to the Telephone Consumer Protection Act (TCPA) has increased exponentially over the past several years, by more than 60 percent by some estimates in 2012 alone.
Litigation related to the Telephone Consumer Protection Act (TCPA) has increased exponentially over the past several years, by more than 60 percent by some estimates in 2012 alone. The law was written more than two decades ago for yesterday's technology to prevent harassing and unwanted calls to consumers. Some plaintiff's lawyers are taking advantage of the well-intended but outdated TCPA statutory language to invent novel legal theories under which to sue companies that are communicating with consumers in ways that were not invented twenty years ago. The Federal Communications Commission must move quickly to clarify the meaning of “capacity” under the TCPA by taking into account today's technology. The FCC should start by clarifying that modern dialing technologies are not “automatic telephone dialing systems” under the TCPA unless they possess the current ability “to store or produce telephone numbers to be called, using a random or sequential number generator [and] to dial such numbers.” Without regulatory changes frivolous lawsuits will continue and substantial resources will continue to be wasted, hurting consumers and businesses alike.
Beyond Big Data: How Big Data needs consumer insights in order to realise it's full potential
Colin Strong, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper critiques the current Big Data agenda and argues that the market research industry will need to be instrumental in delivering new forms of analytics - one which brings together the strategic understanding of the researcher with the technology that enables the interrogation of Big Data.
This paper critiques the current Big Data agenda and argues that the market research industry will need to be instrumental in delivering new forms of analytics - one which brings together the strategic understanding of the researcher with the technology that enables the interrogation of Big Data. The paper describes the potential benefits of Big Data such as targeting, profiling and predictive techniques but also highlights the importance of understanding context, which, if overlooked can lead to bias and misinterpretation. Finding people with the right skillset is emphasised and the author concludes that the much sought after skill set to execute the Big Data agenda is present within the research industry.
Digital research practices from 500,000 marketers: Why some marketers succeed with analytics... and most fail
Ilya Lichtenstein and Jana Fung, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper provides an overview of how American companies are using analytics in order to identify changes in adoption of new research methods by successful marketing organisations.
This paper provides an overview of how American companies are using analytics in order to identify changes in adoption of new research methods by successful marketing organisations. The study, conducted between Q4 2012 and Q1 2013, selected three samples which illustrate differences in adoption of new technologies between slow-moving public companies and fast-growing private companies, and demonstrate trends that show bottom-up growth. The research shows that use of real-time analytics declined over the time of the study, with marketers finding the biggest challenge of big data is analysis of the immense volume. Also, while micro-surveys are effective tools, their adoption has been slow. However, use of social media in research continues to grow, yet marketers are not tracking everything they should be.
Researching behavioural differences among ethnic minority groups: the case for inferring ethnicity on the basis of people's names
Richard Webber, International Journal of Market Research, Vol. 52, No. 2, 2010, pp. 191-215
This paper reviews the growing use of personal and family names as a basis for inferring ethnicity, for researching behavioural differences among ethnic groups, and as a basis for market segmentation.
This paper reviews the growing use of personal and family names as a basis for inferring ethnicity, for researching behavioural differences among ethnic groups, and as a basis for market segmentation. It argues that, in the UK, ethnicity is used in market research to a lesser degree than is warranted by the extent of behavioural differences between ethnic groups. The reasons for this are held to include the impact of the inclusion of an ethnicity question on response, the difficulty in generating sufficient numbers of records to support the analysis of categories, most of which represent small proportions of the total population, the propensity of some consumers to belong to multiple categories and difficulties in establishing the relative size of different ethnic segments in base populations. The paper then contrasts the way in which commercial and public-sector organisations currently use ethnicity data, concluding that ethnicity is more often researched to assist compliance with diversity legislation than to deliver genuine insights of the sort that result in improved customer service. Then follows an explanation of the methodology whereby consumers can be classified on the basis of their personal and family names. The UK’s British National Party and a research project resulting in reductions in the inappropriate use of accident and emergency services are used as case studies. The paper then considers how effectively a classification based on names overcomes the problems previously cited as constraining the successful use of ethnicity as a survey demographic. The paper concludes by suggesting the vertical markets in which name-based classification offers organisations the best opportunity for improving their reputation among minority ethnic groups as a result of a better understanding of their particular needs.
Online panels require expertise and knowledge far beyond the traditional market research skill set - a case study of the InkJet online panel
Chris Whittle and Alexander Braun, ESOMAR, Conference on Panel Research, Budapest, April 2005
This paper details how online panels require input from many disciplines outside normal market research practice and, most interestingly, involves what, to many, is the antithesis of market research, namely direct marketing.
This paper details how online panels require input from many disciplines outside normal market research practice and, most interestingly, involves what, to many, is the antithesis of market research, namely direct marketing. The paper solely refers to the creation and development of the HP online InkJet panel, a pan-European panel that has been in operation for nearly five years.
'Dirty data' and customer feedback applications
Jeffrey W. Manning, Market Research Society, Annual Conference, 2003
This is a practical paper which presents a model for better use of existing customer feedback data, or 'dirty data', within organizations, rather than sole reliance external research and purchased modeled data.
This is a practical paper which presents a model for better use of existing customer feedback data, or 'dirty data', within organizations, rather than sole reliance external research and purchased modeled data. The application of these principles will allow companies to streamline external expenditure on research and data while redirecting those funds towards processes that allow for continuous refreshment of customer information to drive insights and build proprietary assets. In this way, this paper looks more at the macro level application of research procedures than it does at specific techniques. The transition from use of traditional 'clean' purchased data to the application of customer-generated 'dirty' data requires new levels of creativity among analysts, market researchers and campaign planners. The structured application of customer feedback processes promises to build shareholder value as proprietary database assets are developed.
An approach to fusing market research with database marketing
Barry Leventhal, International Journal of Market Research, Vol. 39, No. 4, 1997
This paper discusses the ways in which market researchers can work with databases within the guidelines set by The Market Research Society whereby respondent confidentiality must be maintained.
This paper discusses the ways in which market researchers can work with databases within the guidelines set by The Market Research Society whereby respondent confidentiality must be maintained. It describes an approach used in the financial sector, which combines customer transactional data with market research on the same individuals. The development presented uses NOP's Financial Research Survey (FRS), a continuous monitor of financial holdings, which is undertaken on the back of the NOP Random Omnibus. A segmentation was developed, known as FRuitS, which classifies adults 18+ according to their likely use of financial services. In order to map FRuitS onto an organisation's customer base, the FRS and customer databases are matched at an individual level to extract a sample of customers who also responded to the FRS. The logistics of the matching process are designed to protect the confidentiality of both data sources. Case study examples are presented.
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