Tag Archives: Brain

Is it Worth it? Key Considerations for Social Media Research

By: Terry
Lawlor, EVP Product Management, Confirmit

The role of social media in delivering
business insights is a tricky business. While most researchers consider it to
offer real benefits, the big question is ‘how do we do it properly’? In our
recent survey of Market Research professionals, we asked respondents about
their feelings towards social media. Overwhelmingly, the most popular response
from the five choices offered was ‘A
useful addition to a Market Research project if we can bring the data together
effectively’.

The word to look at there is ‘if’.
For many businesses, that ‘if’ is
surmountable, and for others it isn’t ‘ at least not yet. There are a number of
things to bear in mind.
Who
is Your Audience?
The changing dynamic of the consumer has a
significant impact on research. Millennials behave differently when it comes to
researching, buying and complaining about products. The audience you’re
targeting has a huge role to play when it comes to establishing the part that
social media has to play in your business.
It
Takes More Than Technology
There’s no silver bullet for social media.
It takes a combination of people, process and technology to be successful. You
need technology to sift through the vast quantities of information ‘ to find
and filter data sources, provide intelligent sampling of massive amounts of
content, and perform categorization and sentiment analysis. However, you will
still need people. In our recent study, Political Buzz, we used social media
(as well as traditional surveys) to monitor topics for the UK election. One of
our key findings was that the role of people was critical in researching the
key social and online media channels, and in building the taxonomies on which
your technology must function.
It’s
More Than Just Social
When thinking about social media, most
people immediately think of Twitter and Facebook, Instagram and Tumblr, perhaps
YouTube and Pinterest. There are actually many more social media sites than you
think, and there are many different feeds within each social media platform.
And there is a huge array of online media, where people post comments and
stories, and review sites that cover many different categories of products and
services. So you need to think about online media as much as social media, and
you need to think about data sources that amount to tens or hundreds of
thousands of different media channels.
A
Double-Edged Sword
As with every ‘next big thing’, social
media research is a double-edged sword. On one hand, because it is largely
unsolicited, you can uncover insights that you never anticipated. However, also
because it is largely unsolicited, it might not address anything useful for
your research program. You may want to research a particular topic but no one
is discussing it, or your target audience just doesn’t use social media.

About
the Author: Terry Lawlor has the responsibility of all aspects of product
management, including strategy development, product definition, and product
representation in client and marketing activities. Terry is a seasoned and
highly professional enterprise software executive who possesses a wealth of
expertise in the Market Research and customer experience markets.

This Week in Market Research: 9/8/14 – 9/12/14

Using Big Data from Social Apps and Reaching Their Untapped Potential

11 Customer Experience Stats You Should Know… #7 “It takes 12 positive customer experiences to make up for one negative experience”

New Benchmark Reports Coming to Google Analytics: See how they helped drive email open rates

Was the Ice Bucket Challenge Worth It? Forbes Explains

How to Tell If a Company is Using Real Data Science: Three marks to help you

Breaking Down Coffee Analytically: Dunkin vs. Starbucks

So You Think You Need a Data Scientist? What do they even do anyway?

Artificial Intelligence: Algorithms that allow computers to learn on their own and recognize patterns. Making systems smart and doing more than step by step instructions via Wired.

Mapping the Brain: Obtaining Big Data from Small Brains. Our brains have billions of neurons and figuring out how they work by mapping them will lead to key insights about humans.

33 Problems That Can be Solved With Data Science: From Spell Check to Sports Bets, and this is only the beginning.

About the Author:

Ryan Polachi is a contributing writer
concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

The Emotional Mind

Today’s blog post comes from Dr. David Forbes, Ph.D., of Forbes Consulting, an exhibitor at The Market Research Event 2012.

Why do consumers ‘really’ think and act as they do?

We have long known that the deep seated emotional centers of the human mind generate the most powerful motivational forces driving consumer behavior. Traditional market research, however, has historically only accessed the conscious intellectual layers of the consumer mind. The desire to learn about the emotions that ‘really’ control behavior are largely unfulfilled.

Two barriers confront the market researchers in this quest. First, consumers are often unaware consciously of these deep-seated emotional forces.

As St. Augustine wrote in the thirteenth century, ‘I cannot grasp all that I am.’ His insight remains true of consumers today. Consumers today are no more able to grasp the motivations that arise from emotional centers of the brain that work below the level of consciousness than St. Augustine was; in the language of pop psychology, consumers are ‘out of touch’ with their feelings on the issues important to marketers.

Second, consumers are often unwilling to share their emotions with market research professionals, even when they are able to consciously access and articulate their emotions. Rare is the respondent who is willing to share reasons for behavior that might make them seem frivolous or irrational.

So where does this leave market research in its quest for ‘real reasons’ behind consumers’ behavior?

The news actually is good. The conscious mind is far from irrelevant ‘ it remains an important driver of attitudes and behavior, and traditional market research continues to excel at researching the conscious mind. For the first time, neuropsychologists have documented the activity in those areas of the brain responsible for our emotions. Employing techniques from perceptual and cognitive science, clinical market researchers have begun to leverage the insights from neuropsychology to devise methods for ‘talking’ to these emotional centers of the brain.

Our proprietary Forbes MindSight?? technique is a good example of how the latest insights about the brain can help market researchers acquire the once elusive emotional reasons for behavior ‘ to get new data about ‘real’ reasons that they have never gotten before. Consumers may remain unaware of their emotions or unable to share their emotions with us, but technologies such as MindSight?? are overcoming these barriers.

Why do people really think and act the way they do? We are revealing motivations that they themselves may not know. Results from MindSight?? research suggest that surprises are in store ‘ for marketers and market researchers, and even for consumers themselves!

For more information on Forbes Consulting please visit http://www.forbesconsulting.com/