mrga journal volume 1 issue 1 02.16.2011

8/7/2019 MRGA Journal Volume 1 Issue 1 02.16.2011

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Welcome to the f irst edition of the MRGA JOURNAL, the Market Research Industrys first usergenerated content periodical. We find it appropriate that our first cover story comes fromtwo of the most talked about bloggers in market research self proclaim ed market research

super villain (hes really a very nice guy, in my opinion more super hero) Tom H.C. Anderson

and the MR Heretic, whos mystique leaves us all rooting for the vocal researcher keepingquality in check. We believe the stories, content, and press covered in this edition andJOURNAL entries to come, will cover the most important issues facing our industry today.

After all, our content is comprised of MRGA Members and industry experts just like youtrying to navigate observations and needs within the market research landscape. We hope

you will make it a better place for all of us to succeed, gain knowledge and do a better jobfor those we help gain insight and make strategic decisions.

Please follow the articles back to the original bloggers or the MRGA Discussions Forum and comm ent with your thoughtsor write another article if you feel inspired. We have no agenda other than to support what you our members and readers

are interested in. We give all of our mem bers 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 brand and want to share ideas about your company brand you just need to become a corporatemember. All you need to do to share your news is be a member of the MRGA, and pick one of these areas within the

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Step 1. Become A Free Professional Member (Individual) of the MRGA or Become A Paid Corporate Member (Company

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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,

Eric Bell, Founder & CEOThe Market Research Global Alliance

[email protected]

Volume 1, Issue 1 :: February 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0. 4

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If you, like me, feel market research is in dire need o fchange, then its hard not to enjoy reading MR Hereticssharp and witty posts, of ten containing very visually aptmeme like images, on the Market Research Death Watchblog. While speaking anonymously, @MRHeretic doesso with a certain elegance and restraint, that is hard not toadmire. I of ten f ind myself hoping his ef forts will encourageand spawn other masked heroes to join his ranks, taking onthe establishment that market research has become.

Since I mentioned Id be interviewing MR Heretic on the blog a few daysago Ive had several people contact me with questions and guesses about

his identity. Personally, I enjoy a bit o f mystery, and so while theres no

harm in guessing, the fo llowing interview with MR Heretic is strictly abouthis views on our industry.

Im pleased to delve a bit deeper into market research with MR Heretic

here on the Next Gen blog. He indicated he might even take a few readerfollow up questions/comments if there are any.

Tom H. C. Anderson: Youve gotten quite a following, and a lot of peopleincluding myself really like and agree with what you have to say. Can you tell mea bit about why you started blogging and tweeting, and why do you do it

anonymously?

MR Heretic: I guess there is a heretic in all of us. Thats why I started the blog.The same things kept coming up in private conversations with friends,acquaintances, even clients. We all saw how broken MR is, and felt powerless to

change it. Some were inhibited by fear of losing clients or jobs, others just tired ofswimming against the current. MR Heretic became our voice. Especially early on,

the inspiration for many of the posts came from other people I just pressed thekeys. Thats why posting anonymously made sense. MR Heretic is not a person,its an idea. The blog doesnt belong to me, it belongs to everyone who is tired of

the same old bul lshit and in favor of destructive reconstruction for the greatergood; I just post words on a web page. The fact that I can speak freely without

putting my employer or myself in potentially sticky situations is a bonus.

Tom H. C. Anderson: I have to admit, I think part of the intrigue is that you are

anonymous. I think the anonymity is something weve lost on the web with socialnetworks. I think part of it is good, part of it is not. Anyway, a lot of us would still

like to know a bit more about you. Can you give us a few clues about who youare?

MR Heretic: I am the silent discontent of research-serfs everywhere, given voiceand freed from fear of ostracization. I am everyone, and I am no one. In other

words, Id like to dodge the question.

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MRGA JOURNAL

Exclusive NGMR interviewwith the most mysteriousblogger in research!

Tom H. C. Anderson, MBAEA Founder & Managingtner Anderson Analytics, LLC

m H. C. Andersonnded Anderson Analytics in5 as the first full serv icene market research firm to

erage data and text miningh other online researchhniques. Since then Tom his team have won several

ards fo r their innovativehodologies andundbreaking work.

earned his BS in Marketing MBA, Beta Gamma Sigma,

Marketing, Finance andrnational Business from theversity of Connecticut wheres a frequent guest speakerraduate level marketingearch and data-miningrses. He attained his Masterconomics with honors from

d University, Sweden.ing h is thesis work hesulted for several jointtures in Shanghai, China also interned for the Unitedions (UNICEF Geo-Political

alysis Group).

eral of his articles andhodological approachese been published in trade

URNALs as well as decisionence text books including:siness Research Methods

, McGraw-Hill 2005,7 & 2008, and Qualitativerket Research Approaches Applications IFCAI

oks/IFCAI University Press 7.

MR Heretic

Continued

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Tom H. C. Anderson: Fair enough. Can you at least tell me a few particulars so we cansort of get an idea of where youre coming from. Are you a Boomer, Im guessing Gen X?Are you American, European, Australian (you seem like a native English speaker)? Have

you worked in any other industries before MR?

MR Heretic: Ive lived in Europe and North America. I worked briefly for a large techcompany a long time ago, the rest of my career has been in MR. I might or might not belongto GenX depending on the definition you use.

Tom H. C. Anderson: Getting back to Market Research, what is your single biggest

industry pet peeve?

MR Heretic: Seth Godin calls them the forces of mediocrity. They are sheeple who fear

change and resist it with devastating efficacy.

Tom H. C. Anderson: Ah, so you likeSeth Godin. From where else do you get inspiration?

MR Heretic: I try to ingest a variety of perspectives. The Cluetrain Manifesto has a special

place on my bookshelf. Some others sources of information and inspiration: Getting Realand Rework by 37signals, @researchlive, @mrnews, all the usual MR Tweeple and

bloggers includingyourself, Mashable,TechCrunch,Ted talks, Twitter, Facebook, TheEconomist, Science, New Scientist, Advertising Age, Mitch Joel, Clay Shirky, GuyKawasaki, OReilly radar, Kevin Kelly, and whoever else has something interesting to say on

any given day. Some are in my content queue because I agree with them and they inspireme, others are there specifically because I think they are full of shit. The second group helps

me remember that each of us projects our own reality and I shouldnt take myself tooseriously. My favorite quote this week comes from Hugh MacLeod talking aboutRackspaces evil plan: believe in the future by creating it first.

Tom H. C. Anderson: What company or companies do you most admire and why?

MR Heretic: I admire MR companies that treat respondents like human beings. Sadly, I

dont know of any. Do you?

Tom H. C. Anderson: What do you mean exactly? I l ike to think my co. and many other

companies treat our respondents ok.

I do think I know what you mean though about long surveys, spammy ads and low as you

can go incentives without sharing any results with respondents? I can see how changingthis would improve our data and street cred with civilians, but I think the other part of the

equation lies in improving our analytics skills, leveraging and merging more data sources forpredictive analytics, would you agree this is maybe even more important?

MR Heretic: I agree that improving skills, merging data sources and predictive analysis areall important. I dont agree that they are more important than re -framing our respondents as

customers. Its not an either-or proposition; both are essential. I focus on user experiencebecause thats what I know and thats what Im most passionate about today. We have animage problem, a serious one, and a deserved one. Tell the average 20 -something you

work on market research surveys and they will look at you like you have leprosy. Thisstigma limits who we can reach now, and if we dont fix it it will continue to hold us back in

the future regardless of what skills or tools we develop. I want to believe that your companytreats respondents well, but I need proof. I invite you to let me participate as a respondent insome of your research and I will give you an honest review on my blog.

MRGA JOURNAL

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ho is the MR Heretic?

m the growing

ultitude of people in therket Research industryo have realized that

status quo issolete, and we face aoice between evolutiond extinction.

p://www.mrheretic.com/

Continued

Volume 1, Issue 1 :: February 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.33
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Tom H. C. Anderson: LOL, thanks for the offer. Not really the way we recruit (we have asmall highly specific GenX2Z panel) but will keep your offer in mind. For many studies, welike all other companies I know of are guilty of participating in the great panelist exchange

market

You are completely right about our reputation Im afraid. As we branch out with new skillsets and techniques, perhaps this will be part of the change.

So, what do you think the future of marketing research looks like? 1 year from now? Howabout 10 years from now?

MR Heretic: Nothing will change in the next 12 months. The industry will continue to hypeinnovation while dabbl ing halfheartedly to convince clients (and ourselves) that we are

moving in the right direction. The buzzwords will change, but everything else will stay thesame. In 10 years what we think of as MR wi ll fill a small niche in a new ecosystem

dominated by Web-based analytics and visualization tools connected to active and passivedata feeds from a variety of sources. Think back to the music industry in the days of vinylrecords, tapes, and CDs; now fast-forward to iTunesthis is going to be a bit like that.

Tom H. C. Anderson: I think I l ike the future. But I think many of us are not prepared for it.

What new techniques do you find most interesting?

Conversely, which ones do you think are already getting more hype than theyll probably

ever deserve?

MR Heretic: Is this my cue to plugOdintext? Its too early to declare winners and losers. Weneed to give all of them a sporting chance and see what works and what doesnt. Of courseeveryone is going to back their own horse and try to trip the others up. Thats unfortunate

but unavoidable; take everything with a grain of salt. No one really knows what theyretalking about. Were all making it up as we go along. We will all end up using a variety of

tools to get the job done, so dont write any of them off just yet. I happen to believe in aninteractive MR canvas where a variety of techniques are all available as modules and you

simply drag & drop whatever is right at the time. I see a lot of potential in predictive analysisusing search and social data. I also see an opportunity to rethink how we ask questions;something more intelligent than a poll, less annoying than a survey. Most importantly, Im

prepared to be wrong and open to having my mind changed.

Tom H. C. Anderson: Thanks for the plug, LOL. I like to think OdinText fits nicely into what

youre describing RE the interactive MR canvas. And like you, perhaps a persona mighteven develop around the effort

In any case, Its easy to criticize, I find myself doing it on more than one occasion. However,I think its also important to give constructive criticism. What are some things you think

market research companies could do to improve?

MR Heretic: Create a better respondent experience and you will gain the keys to the datakingdom. For starters, MR is a two sided market, so start conducting yourself accordingly.Respondents are your customers. They consume your Web content (surveys, apps,

community websites, etc.) and pay with their time and data; start showing them some love.If you start designing Web experiences for customers instead of respondents good things

will start to happen: the number of people willing to take your surveys will grow anddependence on incentives will decrease.

MRGA JOURNAL

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Continued

dmire MR companies

t treat respondents likeman beings. Sadly, It know of any. Do you?

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MR Heretic: Create simple, beautiful, usable web pages and apps. Write question copy that isas good as the best marketing copy. Make the process as short and relevant as possible.Dont use social media to recruit survey takers or scrape data in sleazy ways; hire amazing

social spokespeople to provide customer service (i.e. support) to your survey takers andnurture genuine relationships. Use social media to make your company human and provide

service to the community, thenand only if they feel its genuineyou wont have to recruitthem with cash and prizes, they will come willingly. We believe these things are hard,

expensive, and reserved for technology companies. Thats a myth. They require a differentskill set and a different approach, but they can be done by any company with minor retoolingand a big attitude change. When done right they are cheaper and easier to execute (not to

mention better ROI) than the brute force tactics we are using now. If our entire industry isriding on the backs of the 1% of Internet users wil ling to take a survey, imagine how muchmoney there is to be made if we could move that number to 2% or 3%. It can be done. I just

told you how.

If you outsource any part of the data collection process, test it as a respondent. If it feels liketorture to you, and you wouldnt wish it upon your friends or loved ones, dont let it happen tosomeone elses loved ones. If you outsource participant recruitment via web search, check the

referring URLs in your web server logs I mean actually open the pages. You might beshocked at the sleazy tactics your suppliers are using on your behalf. Vendor practices are

shaped by market pressures, put some pressure on your vendors to clean up their act.

If you commit to doing the things I described so far I tip my hat to you, and your web -

customers thank you for making MR a lot less painful for them, but surveys and focus groupscan only take you so far because there is no real value in it for participants. Start doing some

serious blue sky thinking. Encourage it in your company. Dont let the forces of mediocritystifle it. Look for ways to gather data that require less time and effort from participants, givethem something of real value in return. Dont listen to the fear-mongering about Web data; if

you gather it the statistical models will come. Try things. Experimenta lot! Dont be scared ofideas that break or cannibalize the current business model, they might be your future business

model. If you dont develop them, someone else will.

Tom H. C. Anderson: Thanks, wonderful advice. I think as usually I agree with most of whatyou said. Again, I hear the best interest of the respondent as key in much of it, which is good.It feels a bit like youre holding suppliers a bit more responsible for the status quo than I think

we deserve. Anderson Analytics has ventured into some of the areas youve mentioned.Facebook apps for instance, which were both more interesting for respondents, and collecteda lot more interesting data

.We moved away from this early effort mainly because client interest wasnt there. I heard

Was it marketing or marketing research? and that the small extra expense wasnt in theirbudget. I think part of that might have had to do with recession pressures, but were justresponding to the demand.

So what Im saying is, if we build something better, do you think theyll really come, and want

to pay for it?

MR Heretic: Failure is good. We need to fail more. If you try and fail many times you will

eventually build something they will come and pay for. The learnings you get from failing arebreadcrumbs on the path to success. The key is to prototype quickly, without spending a lot of

money, and feed what you learned last time into each new iteration. Web technology is perfectfor that. Expecting everything to fall into place on the first try is unrealistic.

MRGA JOURNAL

9

Continued

ilure is good. We need

ail more. If you try andmany times you willntually build somethingy will come and pay for.e learnings you get from

ng are breadcrumbs onpath to success.

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Tom H. C. Anderson: Yes, iteration is certainly key in what we do.

What skill sets do you think wil l be most important for the Next Gen market researcher?

MR Heretic: The next generation of market researchers will use new technology and

updated statistical models; those skills become pretty straightforward to acquire oncesomeone writes the manuals. The tricky part will be staying current in a world of constant

change. Curiosity, creativity, adaptability, and technophil ia wi ll be essential characteristics forthe next gen researchers as much as analytical & statistical aptitude. In some ways those arethe same things that make a great researcher today; the big difference will be the

environment they will have to navigate and the ever increasing pace of technological andsocial change.

Tom H. C. Anderson: Are you happy with your efforts so far? What are your goals goingforward? Any intentions of revealing your identity at some point?

MR Heretic: Im happy to see more candid and open minded discussion about the state anddirection of the industry. How much that has to do with me is immaterial. I didnt have any

expectations when I started the blog, it became a success as soon as one other person readit.

The goal is to build the future Ive been writing about. I was recently reminded by someoneon Twitter that talk is cheap. Thats true if all you do is talk. Im ready to get my hands dirty.

Im sure I will reveal my identity to a few people at some point, and then its just a matter of

time. So, yes I think at some point you will find out who I am. Am I going to broadcast it? No.

Tom H. C. Anderson: Thanks and great having you on the blog. Im sure I speak for

mostNext Genmembers when I say I look forward to seeing more of your posts soon.

View more articles by Tom H.C. Anderson by visiting his blog or MRGA prof ile.

View more articles by MR Heretic by vis iting the Market Research Deathwatch blog.

What do you think of this interview? Share your thoughts & theories!

MRGA JOURNAL

10

e goal is to build there Ive been writing

out. I was recentlyminded by someone on

tter that talk is cheap.ts true if all you do is

. Im ready to get myds dirty.


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Comment
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12/70

Marcelo SicoliMarcelo has an MBA in marketing and graduation in International Relations.Has worked for a few Embassies, has many articles published in majormagazines, newspapers and websites. World Champion of InternationalNegotiations forum for students(Harvard World Model United Nations-1998.Event held in Brussels, Belgium). Professor of International Marketing in MBAcourses. Consultant for food, industrial and pharmaceutical companies inBrazil and all over the world.

Recent Posts by Marcelo:

Entering the Brazilian

Pharmaceutical Market

Stable economics andgrowing healthcare concerns

make Brazil one of the topemerging markets, with acurrent growth rate >20%.Many analysts argue that thefuture for Brazil, which hasbeen called for decades the

country of the future, has

f inally arrivedRead More.By Marcelo Sicoli.

(EDUARDO GARCIA/GETTY IMAGES)

Designated as a "pharmerging

market," Brazil is revamping its

pricing models.

Brazil is the eighth largest

pharmaceutical market in theworld with 2008 sales estimatedat $19.5 billion and the number ofunits sold in 2008 estimated at1.8 billion (1). By 2011, Brazil andthe other "pharmerging" markets(Russia, India, China, Mexico,South Korea, and Turkey) areexpected to contributeapproximately 27%...Read More.By Marcelo Sicoli.

The banalization of Market

research in Brazil

Over the past several months,observing some marketresearch companies at workand some of them quite large,one immediately notices thebanalization of market researchin Brazil.

The need for cutting costswithin the market researchsegment, has resulted f rom adesire to maintain prof itmargins, while maintain pricingstructures at a level at which

the contracting parties abroadwere accustomed (willing) topay at the time of a strongdo llar. However, particularly inthe well known area of cashincentives for researchparticipation, I see the marketworking at unrealistic and less-than-professional levels...ReadMore. By Marcelo Sicoli.

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MRGA JOURNAL

Featured Bloggers You Should Follow Now

http://www.mrgasn.com/profile/MarceloSicoli880http://www.mrgasn.com/profiles/blogs/entering-the-brazilianhttp://www.mrgasn.com/profiles/blogs/entering-the-brazilianhttp://www.mrgasn.com/profiles/blogs/entering-the-brazilianhttp://www.mrgasn.com/profiles/blogs/designated-as-a-pharmerginghttp://www.mrgasn.com/profiles/blogs/designated-as-a-pharmerginghttp://www.mrgasn.com/profiles/blogs/designated-as-a-pharmerginghttp://www.mrgasn.com/xn/detail/1793824:Topic:28362?xg_source=activityhttp://www.mrgasn.com/xn/detail/1793824:Topic:28362?xg_source=activityhttp://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/xn/detail/1793824:Topic:28362?xg_source=activityhttp://www.mrgasn.com/xn/detail/1793824:Topic:28362?xg_source=activityhttp://www.mrgasn.com/profiles/blogs/designated-as-a-pharmerginghttp://www.mrgasn.com/profiles/blogs/designated-as-a-pharmerginghttp://www.mrgasn.com/profiles/blogs/designated-as-a-pharmerginghttp://www.mrgasn.com/profiles/blogs/entering-the-brazilianhttp://www.mrgasn.com/profiles/blogs/entering-the-brazilianhttp://www.mrgasn.com/profiles/blogs/entering-the-brazilianhttp://www.mrgasn.com/profiles/blogs/do-it-yourself-or-diehttp://www.mrgasn.com/profile/MarceloSicoli880http://www.mrgasn.com/profile/MarceloSicoli880


13/70

Leonard MurphyLenny is a seasoned and respected industry leader with an entrepreneurialdrive. He has been called a visionary and is renowned as an innovator. Hehas successfully established several companies in the MR space includingRockhopper Research, a leading full service global research firm and MDMAssociates, a MR consulting firm, before founding his current companies:BrandScan 360 and his consulting practice LMC group (www.asklmcg.com).Lenny serves on the Board of The Market Research Global Alliance, thepremier social network for the global MR profession. He is the Founder andExecutive Director of the Research Industry Trends Monitoring Group &

Publisher of the GreenBook Research Industry Trends Study, the oldest studyin the industry devoted to tracking changing trends in MR. He is on theAdvisory Boards of the Festival of NewMR and The Merlien Institute. He isalso the Chairman of the IIR Technology Driven Market Research conference.Rounding out his busy professional life, he is the Editor in Chief of theGreenBook Blog. Lenny can be reached at [email protected]

Do It (Yourself) Or Die

Regular readers know that I think alot about the future of the marketresearch industry. I make it mybusiness to f ollow as much newsas possible, network with peers,talk with thought leaders, andcollect my own primary andsecondary research data on thetopic. I do all of this for threereasonsRead More. By Leonard

Murphy

Recent posts contributed by Lenny:

Mental Spring Cleaning

One of the biggest challenges for

me as a blogger is f inding the timeto write about every idea or newsitem that catches my eye. There isso much great information beinggenerated and disseminated outthere that it can be a real challengejust to keep up with it all!...ReadMore. By Leonard Murphy

Be There Or Be Square!

Now that the Holidays areover and we've put 2010behind us, it's time to startplanning for that perennialtradition in Market Research:conferences and seminars!There are a bevy of eventscoming up that are near anddear to my heart, so ratherthan recap everything that isscheduled (you can find

that here), this is the list ofevents happening over thenext few months that Irecommend all readers ofthe GreenBookRead More.By Leonard Murphy.

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Featured Bloggers (Cont.)

http://www.mrgasn.com/profile/LeonardMurphyhttp://www.asklmcg.com/mailto:[email protected]://www.mrgasn.com/profiles/blogs/do-it-yourself-or-diehttp://www.mrgasn.com/profiles/blogs/mental-spring-cleaninghttp://www.mrgasn.com/profiles/blogs/be-there-or-be-squarehttp://www.mrgasn.com/events/event/listUpcominghttp://www.mrgasn.com/profiles/blogs/be-there-or-be-squarehttp://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/profiles/blogs/be-there-or-be-squarehttp://www.mrgasn.com/events/event/listUpcominghttp://www.mrgasn.com/profiles/blogs/be-there-or-be-squarehttp://www.mrgasn.com/profiles/blogs/mental-spring-cleaninghttp://www.mrgasn.com/profiles/blogs/do-it-yourself-or-diehttp://www.mrgasn.com/profiles/blogs/do-it-yourself-or-diemailto:[email protected]://www.asklmcg.com/http://www.mrgasn.com/profile/LeonardMurphyhttp://www.mrgasn.com/profile/LeonardMurphy


14/70

Guadalupe PagaldayGuadalupe is an experienced and highly motivated bilingual professionalwith a diverse background in online marketing, public relations,international sales, operations, and teacher as well as language training.Currently, she is a Marketing Associate at Qualvu.

Join theconversations!You can be afeatured blogger,

too. Post yourblog to the MRGA,so you can beheard.

Recent posts contributed by Guadalupe:

Changing the Odds: How

Online Video-Based Market

Research Can Be a Game-

Changer for Product Design

We all admire people who wantto defy the odds: the athletewhose dream it is to compete inthe Olympics, the civic-mindedstudent who hopes someday tobecome President, the strugglingwriter whose dream is to writethe Great American Novel...ReadMore. By Guadalupe Pagalday.

Great Research Begins with Great

Respondents

Its essential to have cooperative andwilling respondents because qualitativeresearch tends to take longer thanquantitative research. And thats

because of the depth of informationresearchers seek. Projects that focuson why instead of what require

participants to do more than just checka few boxes; qualitative research seeksconsumers stories on why they make

the choices they do...Read More. ByGuadalupe Pagalday.

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MRGA JOURNAL

Featured Bloggers (Cont.)

http://www.mrgasn.com/profile/GuadalupePagaldayhttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/great-research-begins-withhttp://www.mrgasn.com/profiles/blogs/great-research-begins-withhttp://www.qualvu.com/take-a-tour/right-peoplehttp://www.qualvu.com/take-a-tour/right-peoplehttp://www.qualvu.com/how-it-works/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.qualvu.com/how-it-works/http://www.qualvu.com/take-a-tour/right-peoplehttp://www.qualvu.com/take-a-tour/right-peoplehttp://www.mrgasn.com/profiles/blogs/great-research-begins-withhttp://www.mrgasn.com/profiles/blogs/great-research-begins-withhttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/changing-the-odds-how-onlinehttp://www.mrgasn.com/profiles/blogs/do-it-yourself-or-diehttp://www.mrgasn.com/profile/GuadalupePagaldayhttp://www.mrgasn.com/profile/GuadalupePagalday


15/70
http://www.researchvibes.com/


16/70

16

Kinesis Survey Technologies Achieves Seventh Straight Year of Record Growth and Profitability

Austin, TX - Kinesis Survey Technologies LLC (Kinesis), the industry leader for future-proof marketresearch sof tware solutions, today announced record revenue growth for 2010 and its seventh consecutiveyear of sustained prof itability. Founded in 2003, Kinesis has been prof itable every year and hasexperienced year over year revenue growth to date, all of it generated organically. Read More. By Kinesis

New Study Shows How Ebooks Have Changed the Reading Landscape Research from iModerateResearch Technolog ies and Brock Associates f inds that 66% of consumers with multi-function devices haveincreased their reading their habits and 46% have been inspired to read more books in print . In a recentstudy to understand how portable, multi-function devices or MFDs (e.g., iPhone, iPad, Blackberry, Androiddevices, etc) are changing consumer book reading habits, consumers who utilized these devices expresseda tremendous af f inity fo r them, struggling to come up with any signRead More. By Adam Rossow.

Four Keys to Creating Value (& Brand Insights!) from Facebook Fans Facebook is clearly King, asevidenced in the Time cover, it's valuation and all the media and blogosphere buzz of lateRead More.By Globalpark.

Gazelle Global Announces New Viewing Room in Manhattan Gazelle Global Announces New ViewingRoom in Manhattan January 25, 2011 New York, NY: US-based research operations service provider,Gazelle Global Research Services, LLC., announces the opening of their new qualitative viewing roomlocated in their Manhattan, NY headquarters. This viewing room is centrally located, of fering busyprof essionals a convenient, flexib le solution for conducting qualitative research in New York City. The roomcomf ortably holds a group of 8 participants with a separate viewingRead More. By Gazelle Global.

Turnkey DIY Alternative for Online Focus Groups: uSamp Delivers Real-Time Participants for

GutChecks Online Qualitative Market Research Chats Encino, CA uSamp (www.uSamp.com), one ofthe worlds fastest growing technology and online sample companies, announced today that it has teamed

up with GutCheck (www.GutCheckIt.com), an innovator in online qualitative research, to provide theautomated delivery of screened and qualif ied participants for moderated, online qualitative market researchstudies. Read More. By Diane Urso.

5 Strengths of the New Agency Times are hard in the marketing and advertising world and there seemsto be consensus that things wont be getting easier. The old agency model is on the road to extinction, but

no on seems quite sure how to survive. There is agreement that agencies need to adapt and transform from

integrated ad agencies, to some new type of organization that is def ined by broad thinking, f lexibility and amore strategic approach to problem solving. The problem is that this sort of thing is easier to talkReadMore. By Gavin Johnston

FocusVision Enhances Video Editing Tool Stamford, CT, 17 January 2011 FocusVision, the leadingglobal provider of qualitative research solutions, has made it even easier to align key decision makers usingvideo highlights f rom theirRead More. By FocusVision World Wide

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MRGA JOURNAL

Featured MRGA Blog Posts

http://nutshellmail.com/Redirect.aspx?u=32806963&l=56878&x=1&p=74&f=312&url=http://www.mrgasn.com/xn/detail/1793824:BlogPost:43016http://nutshellmail.com/Redirect.aspx?u=32806963&l=56878&x=1&p=74&f=312&url=http://www.mrgasn.com/xn/detail/1793824:BlogPost:42990http://www.mrgasn.com/profiles/blogs/four-keys-to-creating-valuehttp://www.time.com/time/http://www.mrgasn.com/profiles/blogs/four-keys-to-creating-valuehttp://www.mrgasn.com/profile/Globalparkhttp://nutshellmail.com/Redirect.aspx?u=32806963&l=56878&x=1&p=74&f=312&url=http://www.mrgasn.com/xn/detail/1793824:BlogPost:42978http://www.mrgasn.com/profiles/blogs/turnkey-diy-alternative-forhttp://www.mrgasn.com/profiles/blogs/turnkey-diy-alternative-forhttp://www.usamp.com/http://www.gutcheckit.com/http://www.mrgasn.com/profiles/blogs/5-strengths-of-the-new-agencyhttp://www.mrgasn.com/profiles/blogs/5-strengths-of-the-new-agencyhttp://www.mrgasn.com/profiles/blogs/5-strengths-of-the-new-agencyhttp://www.mrgasn.com/profile/GavinJohnstonhttp://www.mrgasn.com/profiles/blogs/focusvision-enhances-videohttp://www.focusvision.com/home.aspxhttp://www.mrgasn.com/profiles/blogs/focusvision-enhances-videohttp://www.mrgasn.com/profile/FocusVisionhttp://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/profile/FocusVisionhttp://www.mrgasn.com/profiles/blogs/focusvision-enhances-videohttp://www.focusvision.com/home.aspxhttp://www.mrgasn.com/profiles/blogs/focusvision-enhances-videohttp://www.mrgasn.com/profile/GavinJohnstonhttp://www.mrgasn.com/profiles/blogs/5-strengths-of-the-new-agencyhttp://www.mrgasn.com/profiles/blogs/5-strengths-of-the-new-agencyhttp://www.mrgasn.com/profiles/blogs/5-strengths-of-the-new-agencyhttp://www.gutcheckit.com/http://www.usamp.com/http://www.mrgasn.com/profiles/blogs/turnkey-diy-alternative-forhttp://www.mrgasn.com/profiles/blogs/turnkey-diy-alternative-forhttp://www.mrgasn.com/profiles/blogs/turnkey-diy-alternative-forhttp://www.mrgasn.com/profiles/blogs/turnkey-diy-alternative-forhttp://nutshellmail.com/Redirect.aspx?u=32806963&l=56878&x=1&p=74&f=312&url=http://www.mrgasn.com/xn/detail/1793824:BlogPost:42978http://nutshellmail.com/Redirect.aspx?u=32806963&l=56878&x=1&p=74&f=312&url=http://www.mrgasn.com/xn/detail/1793824:BlogPost:42978http://www.mrgasn.com/profile/Globalparkhttp://www.mrgasn.com/profiles/blogs/four-keys-to-creating-valuehttp://www.time.com/time/http://www.mrgasn.com/profiles/blogs/four-keys-to-creating-valuehttp://nutshellmail.com/Redirect.aspx?u=32806963&l=56878&x=1&p=74&f=312&url=http://www.mrgasn.com/xn/detail/1793824:BlogPost:42990http://nutshellmail.com/Redirect.aspx?u=32806963&l=56878&x=1&p=74&f=312&url=http://www.mrgasn.com/xn/detail/1793824:BlogPost:42990http://nutshellmail.com/Redirect.aspx?u=32806963&l=56878&x=1&p=74&f=312&url=http://www.mrgasn.com/xn/detail/1793824:BlogPost:43016http://nutshellmail.com/Redirect.aspx?u=32806963&l=56878&x=1&p=74&f=312&url=http://www.mrgasn.com/xn/detail/1793824:BlogPost:43016


17/70

Alfonso Regalado How online community

research can help brands keep their finger

on the pulse of shoppers decision

making?

Coca-Cola Project Shopper 360 shows howbrands can respond to the challenges o f the

post recession shopper landscape throughcontinual dialogue with consumers. Thispresentation of ESOMAR INSIGHTSConference Brussels 2011 will show howcutting edge community research combined...

Maruan Trascu What are the "hot" research

topics on media and advertising in your

countries?

Hello everybody! It appears that in Romaniawe (or at least I) have managed to come to astop in the flow of interesting top ics related tomedia and advertising that we can use asstudy object for research projects. I'm talkinghere, of course, not about research for...

Junaid Zakria The GRI Report Survey

Report chloregy.comYou will all recall the GRI Readers ChoiceAwards last year and the reporting survey thatformed part of the competition. Some of youmay recall how the Brazilians cleaned up,winning six f irst place

Stephen M. Sweid Dr. Market intelligence

and the right business decision? With areliable market intelligence you can get theright decision and the wrong decision,depending on the capabilities of the decisionmarker(s). With the lack of market intelligence,or the inaccurate data, you are bound to getthe wrong decision, irrespective of...

Jessica Groopman How do you approach

international market research? focus.comWhat are the dif ferent considerations MRGA youneed to make when embarking on internationalmarket research?

Sam (Yu) Zhuang Smart Path: Merries,Huggies, Pampers, GOO.N and MamyPoko

dominate China diaper online market.

According to latest tracking report of Smart Path(www.smart-path.net), Merries, Huggies,Pampers, GOO.N and MamyPoko dominateChina diaper online market, with a collective90.6% share in 2010Q2. These top 5 playershave been hold ing a dominant position in Chinadiaper...

Mark Uttley Fancy bringing your global MR

skills into the music industry? Sony Musics

Global Marketing team in New York City issetting up a Global Insight Lab. The Lab willprovide insight that makes Sony Musics global

campaigns even more targeted, creative andeffective. If you have 5+ years of relevant insightexperience and a US VISA, why not...

Jack Jefferson Whats with all the buzz

about Customer Advocacy?

Market Probe News Live correspondent Melissa

Hartzel interviews Dr. Michael Lowenstein andMr. John Gilbert of Market Probe about customeradvocacy, customer satisfaction, customerloyalty measurement and market research at theLoyalty World conference in London, UK.

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

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MRGA JOURNAL

Conversations

http://www.linkedin.com/groups/How-online-community-research-can-41051.S.41832616?qid=299fe0d6-62bb-4287-9d55-f8db6a4f3ce7&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups/How-online-community-research-can-41051.S.41832616?qid=299fe0d6-62bb-4287-9d55-f8db6a4f3ce7&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups/How-online-community-research-can-41051.S.41832616?qid=299fe0d6-62bb-4287-9d55-f8db6a4f3ce7&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups/How-online-community-research-can-41051.S.41832616?qid=299fe0d6-62bb-4287-9d55-f8db6a4f3ce7&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups/What-are-hot-research-topics-41051.S.41805734?qid=299fe0d6-62bb-4287-9d55-f8db6a4f3ce7&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups/What-are-hot-research-topics-41051.S.41805734?qid=299fe0d6-62bb-4287-9d55-f8db6a4f3ce7&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups/What-are-hot-research-topics-41051.S.41805734?qid=299fe0d6-62bb-4287-9d55-f8db6a4f3ce7&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups/GRI-Report-Survey-Report-41051.S.41300291?qid=dcc2ea15-acc0-4571-9b00-834c01f43af5&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/news?viewArticle=&articleID=338707999&gid=41051&type=member&item=41300291&articleURL=http://www.chloregy.com/home/leadership/205143-the-gri-report-survey-report&urlhash=hvG_&goback=.gfl_41051.gna_41051.gmp_41051http://www.linkedin.com/news?viewArticle=&articleID=338707999&gid=41051&type=member&item=41300291&articleURL=http://www.chloregy.com/home/leadership/205143-the-gri-report-survey-report&urlhash=hvG_&goback=.gfl_41051.gna_41051.gmp_41051http://www.linkedin.com/groups/Market-intelligence-right-business-decision-41051.S.41203369?qid=dcc2ea15-acc0-4571-9b00-834c01f43af5&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups/Market-intelligence-right-business-decision-41051.S.41203369?qid=dcc2ea15-acc0-4571-9b00-834c01f43af5&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups/How-do-you-approach-international-41051.S.40575838?qid=ed012f05-a490-42c7-b0d4-8b3c3037c9ee&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/news?viewArticle=&articleID=330651559&gid=41051&type=member&item=40575838&articleURL=http://www.focus.com/questions/marketing/how-do-you-approach-international-market-research/&urlhash=O5Pa&goback=.gfl_41051.gna_41051.gmp_41051http://www.linkedin.com/news?viewArticle=&articleID=330651559&gid=41051&type=member&item=40575838&articleURL=http://www.focus.com/questions/marketing/how-do-you-approach-international-market-research/&urlhash=O5Pa&goback=.gfl_41051.gna_41051.gmp_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=38180415&qid=e47fba34-e74e-4842-9fb5-bdaa92cd2636&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=38180415&qid=e47fba34-e74e-4842-9fb5-bdaa92cd2636&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=38180415&qid=e47fba34-e74e-4842-9fb5-bdaa92cd2636&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=38126369&qid=e47fba34-e74e-4842-9fb5-bdaa92cd2636&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=38126369&qid=e47fba34-e74e-4842-9fb5-bdaa92cd2636&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=37871914&qid=f4a5c918-a23f-428b-b396-a602b5352d4f&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=37871914&qid=f4a5c918-a23f-428b-b396-a602b5352d4f&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=37871914&qid=f4a5c918-a23f-428b-b396-a602b5352d4f&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groups?mostPopular=&gid=3724773http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.linkedin.com/groups?mostPopular=&gid=3724773http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=37871914&qid=f4a5c918-a23f-428b-b396-a602b5352d4f&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=37871914&qid=f4a5c918-a23f-428b-b396-a602b5352d4f&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&type=member&item=37871914&qid=f4a5c918-a23f-428b-b396-a602b5352d4f&goback=.gfl_41051.gna_41051.gmp_41051.gna_41051http://www.linkedin.com/groupItem?view=&gid=41051&ty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41051


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http://www.marketingpower.com/Calendar/Pages/MarketingResearchExecutiveForum2011.aspx


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Company Description

Globalpark of fers panel, community and f eedback management solutions that drive loyalty, product innovation,and marketing reach. We help organizations like Citi, Daimler and Nintendo, and top MR and HR agencies, toensure the voice of the customer/employee informs daily decisions. We of fer web-based solutions f or:

- Online Research including mobile, for instant in the moment feedback- Research Panels with the most open, eff icient panel management platf orm available- Private Feedback Communities f using quant and qual research- Advocacy Networks to build reach, reputation

With over 10 years experience, we of fer a proven, cost-effective solution to help organizations manage whatmatters and f uel bo ttom-line growth.

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WHY YOU SHOULD GET TO KNOW GLOBALPARK: the recently announced Social

Insight Connectsolution seamlessly integrates their Enterprise Feedback Suite withFacebook. With this f irst of its kind application, researchers get an at-the-readyaudience with higher-than-average response rates; marketers get toknow and measurewho their Facebook fans are;and f ans get unparalleledengagement with their f avorite brands without ever leaving the social networking site.

IN GENERAL: Technology company helping to shape the future of market researchwith an open feedback management platf orm that integrates across mobiles, socialmedia and surveytainment. Listed on Deloitte "Fast 50: Germany" every year since

2007, Globalpark is making its mark internationally with of f ices in London and NewYork and top brands like Citibank, General Mills and the BBC on its client roster.

HISTORY: Founded in 1999 building a 35,000-member online transportation panelfor f irst (and current!) customer, Daimler to engage customers in collaborativeproduct design.

THE MAN BEHIND IT ALL: Globalpark founder and CEO Lorenz Graef has worked inthe f ield over 25 years: he created the f irst GOR (nee German Online Research)conference in 1997, has been a long-term board member of German Society for OnlineResearch, and has written numerous texts about online research as recently as 2010.

Find more on www.globalpark.com.

r. Lorenz Grfhief Executive OfficerEO) of Globalpark

Corporate Membership Spotlight

http://www.globalpark.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.globalpark.com/


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Adopting a Social Model for Market Research

By: MRGA Live Chatter

Aired: 2/10/2011 7:00 PM UTCDescription: The MRGA and Globalpark discuss the opportunities and inherent challenges of adopting a social business

model for researchers and across the enterprise.

Join a 45-minute radio show that wil l reveal:

How to adapt to a social business model: content, curation and collaboration

Benefi ts of aligning consumers with employees across the enterprise

The nuances of inf luencers and inf luence, enabling word-of-mouth, and measuring social currency

The new ability to extract measured and actionable insights from Facebook fans without them ever leaving Facebook!

Join the discussion on the approach, and its im pact on both m arketing and research teams. Mark your calendars for the live

debate, and register now to get access to the recorded broadcast - as well as a seat at the February 24th webinar that divesfurther into the topic!

Eric Bell(0:56): Hello everyone. Welcome to Live Chatter. Today's show is about using social market research to create value and

insight for Facebook fans. Here to talk about this with us is Jim Whaley, a 30-year veteran of the industry currently headingup business developm ent at Globalpark. Jim has spent his entire career in research and technology. He has worked in

marketing and business development at firms like IBM and held executive positions at SPSS, InfoSTEP, and GazelleGlobal. In 1990, he founded a research firm where he was president until 1999. Today he is the vice president atGlobalpark US, a f irm focusing on enterprise feedback management solutions. He is the father of two girls and also a new

grandfather. Congratulations Jim!

Jim Whaley(1:40): Thank you Eric.

Eric Bell(1:41): A quick fun fact about him, for those of you that know Jim. He is a member of a blues jazz fusion band called Hipster

Hotel where he plays piano and keyboards out of Ridgef ield, Connecticut. He also holds a private pi lot's license. For thoseof you, who are not fam iliar with Globalpark, tell us a bit about yourself Jim and what you do.

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Corporate Membership SpotlightAdopting a Social Model for Market Research ::

MRGA Interviews GlobalparkHosted by: Eric Bell

Special guest: Jim Whaley

Continued


Jim WhaleyVP Business Development

Globalpark


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MRGA Interviews Globalpark (Continued)Hosted by: Eric Bell


Continued


Jim Whaley(2:01): Thank you very much, Eric for that introduction and, thank you for this opportunity to engage with the MRGAcommunity members. Certainly, we are happy to have the opportunity to talk about some im portant trends that we see

influencing businesses today as they seek to understand the social web and particularly, the world of customers as theydevelop new social business models. Also to understand a little bit more about our role as researchers. As you had

mentioned in your introduction, I have been around a li ttle bit of time and that's sort of given me the opportunity to evalua tequite a number of technologies as they've come and gone over the past couple of decades. So, I've built a lot of businesscases and deployed a lot of new technologies during my time as a practitioner in the research space. Also, I grew up in a

research family. So, I appreciate the work that we do. And also as you m entioned, I spent about half of my career intechnology companies, primarily solving customer business problems in companies like IBM and SPSS, and the other half

of my time as the owner of a research company. So, today I'm pretty happy that I can satisfy both of my passions atGlobalpark.

Speaking about Globalpark, we are a company of researchers and technologists, and we're deeply committed to enablingour customers with best practices and tools in order to enable them with the ability to address their business information

requirements. Today, our customers are using our platforms to deploy lots of diverse insights and advisory communities.They're conducting online and of fline research with comm unities that are as little as just few hundred members to very, verylarge communities that have multidimensional segments associated with them, and have millions of active participants. So,

our goal is to speak to those who desire to deploy continuous feedback into their business management processes.

Eric Bell(3:58): Great! So, let's jump into this. You do a lot with General Mills from the IIR presentations that involve social mediaand mix of offline activities. Is that your typical client? What types of organizations do you serve?

Jim Whaley

(4:14): Sure. Well, certainly General Mills is in many ways a typical client. They are certainly one of our f lagship clients herein North America. And we are happy to be associated with them. But we also work with a lot of other companies that areglobal in nature. Citibank for example or Citi if you will, where we do a lot of work with in the area of Voice of the Custom er.

And we do research around the customer as well as their em ployees. And then Nintendo, we have an interestingengagem ent with them where we collect insights at the point of presence of their gamer portal. So, we have a community of

roughly about three million Nintendo Wii customers. And Nintendo reaches out to them based on the different types ofgames they use. For different initiatives around product design, and development, and marketing communications .

Eric Bell(5:12): That's fantastic. And am I right, you guys have been in business for more than 10 years?

Jim Whaley(5:17): Yeah. We've been around for a li ttle bit of time and one of our f irst customers back in 1999 was Daimler. Many ofyou know them as Mercedes if you will. Long before the social web existed, we built a community of around 30,000customers. A panel basically that was for collaborative product innovation. So, issues like ergonomics and seat design.

Things like that. We engaged engineers, and customers, and employees to sort of work towards building you know, betterproducts. So, we were doing some of this collaborative research long before we knew it was cool.


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Continued


Eric Bell(5:58): And I think what's cool today is social media, of course MRGA, that's our main business focus, and then of courseGlobalpark. Particularly, with Facebook, just the other week as Globalpark launched Social Insight Connect. My

understanding of Facebook application that gives organizations of private channel with fans, with new ways to interact andmeasure their input. Is that the kind of a summary that I got from the press release?

Jim Whaley(6:25): Absolutely. We're very excited about Social Insight Connect, but sort of taking a step back, most organizations

today, Eric, have a Facebook page by now. So, the primary, thrust of those pages have been sort of a passive way tocollect fans, connect with customers, and share information. But the piece that's lacking in that is an integrated way to

engage, and understand, and activate fans within that community, and beyond the community. You know today, peoplehave a desire to be a part of the process and feel like they have a voice. And the traditional ways that we've gone aboutembracing our customers' opinions and insights are still pretty useful and im portant, but today we can do so much more.

People know this, and they've come to expect it.

Eric Bell(07:11): That's great. So, as researchers what should we be focused on relative to social media research? What is the roleof the researchers that Globalpark sees it?

Jim Whaley

(7:21): Sure. Sure. Well, when we take social media into consideration, I think it's important to sort of think about what it isand what it's not. Today, as part of this discussion, the focus is about technology, but not so much that it overwhelms theconversation. Social media really is sort of an abstract term for sort of an abstract entity, if you will -- it's less about

technology and more about the idea that we can connect today with the people that -- we feel -- have simi lar interests, anddesires, and motivations. We can connect and share. So, this is a new environment where it sort of changes the dynamics

of the discussions that we're having. I think as researchers -- there's a few questions that we need to consider -- f rom thestandpoint of where we fit in to this process, and one of the first questions that I think that we should think about is what dowe say to our customers. When they come to us and say, "Hey! I want to.. or how should I engage in the social

media process?" I like to think about that this way -- you might answer your customer -- why would they want to do that. Soa lot of times you'll hear something like, "Well, because it's what everybody else is doing". And I submit to you, this is

probably not the best motivation to start a social media campaign or even research around social media. What I like torespond to my clients with when they ask me about this subject is -- "Hey, look. What is (on a scale of 1 to 10), what is therelationship that you have with your customer today?" And more often than not, I get a response like something like, "Well,

I'll give it an 8 or a 9". And I said, "Okay. Good. Now, what if I ask a hundred or maybe even a thousand of your customers,you know what THEY think the relationship is?" And then you get sort of a different response, that is like, "Well, you know,

I'm not exactly sure. And what I would say is that, "That's the reason why you want to engage. That's the real motivation".Think about it that way. The second thing that I would ask myself , what I want to know is how I help my clients shift f romtraditional customer marketing, which is a one-way communication to more of a customer collaboration, which sort oftranscends all my lines of business, which brings you to strategic planning process that you want to start to consider. Andthen the third thing is -- how do I put programs in place to m easure the performance of whatever strategic initiatives that we

find that are necessary to implement.

Eric Bell

(10:00): Great questions to think about, Jim. Why do you think businesses are starting to get serious about social mediaand building communities?


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Continued


Jim Whaley(10:06): Well, okay. Well, there are several reasons. I think that first of al l if you take a look back over the last couple ofyears, there has been sort of stagnant or slow growth in new program adoption. And most organizations have been sort of

reticent to sort of jump into this, but that's starting to change. Businesses are starting to now increase their budgets. They'reinvesting capital and other resources into the social business endeavors. The second thing is that social communities are

not new. We have been serving them at Globalpark, as I alluded to earlier for quite some time. Certainly the basic conceptof communities had existed long before we ever started building communities at Globalpark. What's new really is the socialweb. The social web being sort of self -defining online communities that come together around people's interests. That we

have in each other, interests that we have as individuals in each other, as well as communities that are focused on specialinterests and activities. So, for us this is really an evolution. This is the thing that we're reacting to. It's all about re aching

people where they live, listening, communicating, understanding, and collaborating.

Eric Bell

(11:18): The attention on all of this is really high. Many of our MRGA members are talking about social businesses, this iscertainly a program for us.

Jim Whaley(11:27): Well, all of this attention is quite understandable. Just take a look at the growth in all these social networks that we

hear about on a regular basis. Literally, hundreds of millions of active new participants are joining the ranks of Facebook,LinkedIn, Twitter -- this is the new media. And this has all happened in a relatively short period of time. You have to be in a

vacuum not to be aware of how much attention is being paid to this. So, this is true. Even if you don't have a Facebook orTwitter account, but could you imagine that?

Eric Bell(11:57): Yeah. Exactly, the focus on trying to get people to zero in and where to start -- that's the core focus of what the

MRGA does is we try to people understand where to get started. So, its hard to imagine that being on Facebook orLinkedIn with all the buzz today.

Jim Whaley(12:14): Absolutely. But, despite all the buzz, if you're a business decision maker - you're not just going to jump on the

social media bandwagon without some hard reasons or hard numbers to look at. Not because its the latest thing. So, wemust think about this in a way where we're investing only after we understand what's happening in the market place andwhat things are driving this market opportunity as it exist today.

Eric Bell

(12:37): So, what specif ic trends are you referring to?

Jim Whaley

(12:39): Sure. So, let's take a look at how we work today. The fact that we're becoming more open and connected as asociety, and then we can't ignore the fact that the personal technology that's available today is ubiquitous and it's very, v ery

powerful. So, just consider today how we work. For many of us, we have sort of adopted sort of an always on, alwaysconnected posture. And this has really kind of changed the concept of how we work and where we work radically. Today,we work at dif ferent times. We have one or many offices. Many of those off ices are off ices that we check into. I personally,

work at several offices and my home of fice, as I travel. So, I have a virtual off ice concept as well.


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Jim Whaley (Cont.)And this is sort of becoming increasingly accepted for most of us as a way of life. At least for me and the people that I know.Business are not just looking at this is just the way to save money. They're looking at it as the way to retain and attract t he

best people, and so that people can be productive. This is really important because this really changes the way we view theworld and our place in it signif icantly. We have today the time to be interested and connected and engaged in more of the

activities and the people that we're drawn to. Our companies has recognized this and as a result, the perception we have ofour own value increases and it should increase. We become more engaged, we become m ore involved, and hence, webecome more inf luential.

Eric Bell

(14:09): Yeah. Sounds like with this concept in place, it drives more motivation around the workplace, and I think, Im notsure if you agree or not, but I think companies benefi t from this because they become constantly plugged in and areconstantly referencing and helping their employees gain momentum, and see a preview of things that are happening in

discussions.

Jim Whaley(14:40): Yeah. No doubt about that. It's a good progression. You know the second thing or the second trend that we need toconsider is the idea that we have moved in this society to being more open and more sharing. Most of us have this sort of

the need to be connected even before the web. And I think about people that were influential or people that are influentialbefore there was LinkedIn or Facebook, many people had l ike the very sophisticated ACT database or giant Rolodex, or

what have you -- makes me think about Harvey Mackay a few years back when he first wrote Swimming with the Sharks.He went on a book tour to promote his book and he was talking about the fact that when he was in the publishing process,he was having a hard time getting Random House, I believe, or McGraw-Hill , I'm not sure, to publish his book because he

was an unknown author. And he talked about the fact that he went to them and said, "Look. You need to make sure thatyou can sell at least 10,000 copies before you take a risk on this". And they said, "Yes". And he said, "Well, I have 10,000

people that I'm directly connected to, and those 10,000 people know at least five people that will buy my book. So, there is50,000 right there." And they took his word for it and decided to publish it, and of course we all know what a big successthat book was. But today, think about that coveted list of Harvey Mckay's contacts and many of us -- many of the people

that have big powerful networks are on Facebook/Linkedin now. And those networks are shared. This is really kind of animportant shift because we understand and recognize the importance of relationships. We understand each other better

now in a more three dimensional way. We view our peers and who they're connected to -- we know what's important tothem. So, this really changes the motivation, the frequency, and even the depth of the conversations that we have.

Eric Bell(16:22): I completely agree. That's a really, really powerful example .

Jim Whaley(16:26): And the last piece of it is personal technology. I mean, most of us have a Smartphone or an iPhone if you wi ll andeven a regular cell phone. There is m ore computing power in that cell phone today then ran a small community bank not toolong ago. And what really is interesting about this is i t gives us the ability to do a lot with the very little. On my Smartp hone, I

basically can surf the web, navigate, do emails, make phone calls, text, stay very, very connected. I can even publish andmodify content if you will. So, we now have more access to information than anytime in the past - we can digest and modifythis in anyway, shape or form, and provide feedback.


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Jim Whaley (Cont.)As a result, I know that I make better choices with the information that's in front of me now than I was ever able to do. Agood example of how these have changed the way my life operates in a more efficient way is that recently I was -- I live in

New York City and worked downtown and I was -- I was needing to go up to Connecticut for a meeting later in the afternoonon a Friday. So, I went by my apartment and during that time, I got an email from a customer saying, "Hey. Can you check

on this piece of information?" So, I needed to enlist the help of one of my colleagues back at the off ice. So, I was able to fireoff an email to him on my laptop. Check my little applications on my iPhone that looks at the train schedules and constantlyrolling update of it, which really saves me a lot of time. And I was able to fi re that email off to the client, get in a cab, go to

the train station, get a response back, and then make a modif ication on my iPhone. Send that email off and still make mytrain. And also, found an alternative way to get from the train station in Connecticut to the house all on my iPhone. So, is

this workplace balance? Absolutely. Because I was able to m ake a personal engagement without having to get tied up withwhat was going on at the of fice, all because I have the power there in m y hands.

Eric Bell(18:41): That's a pretty powerful example. Imagine if you could capture that insight on a community that you're monitoring

with people that enjoy communicating and talking on a regular basis. So, as a researcher or I should say as researchersaddressing our customers' social business initiatives' --how do we leverage that all the trends that you outlined for us?

Jim Whaley(19:04): Sure, absolutely. Well, let me go back and say it's important that we take the holistic approach to considering and

modeling business opportunities, right? So, today most social media still focuses on customers and prospects. And whatlacks is the strategy that employs all the key players. The new social business needs to include business partners andemployees, as well as customers. If you don't do this, you're going to m iss important opportunities relative to trends in wor k,

society, and technology.

Eric Bell(19:33): With the important outcomes and various stakeholders, it's important to have a plan I would assume.

Jim Whaley(19:39): Absolutely. It's really, really important to have a plan. And this is really the main point that I'd like people to take

away from our discussion today. I can't stress the importance of setting goals and objectives. This is all relates back tostrategic planning. So, I mean, many of us understand the process of strategic planning and from our fi rst position as amanager or even back to business school. So, these are principles that should all be very familiar to us. I can give you a

couple of examples of some successful engagements that we've had with a couple of clients where doing strategic planningaligns the business and all the resources together with the f inal outcomes of the social media and research campaign. I'll

give you one example of General Mills. At the very high level, they talked about setting goals. This is all about businessalignment. General Mills wanted to set or basically maintain or achieve brand category leadership across a number of theirbig brands. So, they set that goal. The next step of course in strategic planning is to establish some objectives and ofcourse objectives which are measurable. So, increasing brand awareness and the adoption was where they were focusingtheir attention. Next that gave them the ability to sort of lay out some strategy as they were thinking about using the

resources they had internally and matching that up with the opportunities in the social web. So, they decided that theywould identify key influencers within their customer base and activate them. Leveraging word of mouth principles if you will.This led to some specific tactics that said, Okay what we're going to do is develop a series of online and off line

communities of advocates. they organize around word of mouth events and open sharing between the brand, people thatadvocate those brands, and other influencers that talk about the brands to encourage in sort of an open sharing in a

promotional environment via the social web.


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Corporate Membership SpotlightAdopting a Social Mod

mrga journal volume 1 issue 1 02.16.2011

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