Tag Archives: The Market Research Technology Event

Introducing uSamp’s Mobile Market Research and Polling Application

Mobile marketing is fast becoming the solution of choice for researchers and marketing professionals looking for instant, onsite feedback. With uSamp Mobile Solutions you can conduct research that gauges customer experience ‘ at the time that it is happening ‘ providing you with relevant insights and validated, actionable data. Additionally, uSamp Mobile Solutions provides you with the tools you need to:

Conduct mobile diary studies ‘ Understand how people use your product, brand or service by asking them to share their experience while they do it in real time

Stimulate brand engagement ‘ Understand which consumer segments scan QR codes, the source and location of these scans, and use the resulting data to help you develop and deploy more effective marketing campaigns

Conduct surveys with the added bonus of geo-validation ‘ Ask questions anytime, anywhere, and ensure that every answer is valid. Request a photo or video along with feedback for higher quality results

Measure ad awareness and exposure ‘ Embed images and videos to test ad concepts. Ask respondents to recall an advertisement upon check-in to a location. Track respondents, inviting them to take a survey if they have passed by a location that exposes them to a specific ad or outdoor board.

Get instant feedback after an event ‘ Learn what worked and what didn’t during a sponsored event. Use the QR code on the back of a concert or movie ticket, launch a survey following a trade show or in-store product demo.

Click here for more information.

About uSamp: uSamp, the Answer Network, is a premier provider of technology and survey respondents used to obtain consumer and business insights. uSamp’s solutions and SaaS platform transforms the way companies gain intelligence to make better, faster decisions about their products and services by tapping into uSamp’s 8 million global panel of survey respondents. Through uSamp’s proprietary technologies for self-serve survey authoring, self-survey sampling, and private-label panel management, companies have on-demand access to millions of profiled survey respondents. uSamp is based in Los Angeles, with five offices throughout the United States, Europe and India. uSamp ranked #11 in the 2011 Forbes America’s Most Promising Company List. For more information please visit www.usamp.com

#TMRTE 2012: Humans 2.0

On Twitter, I am a dog.   I bark, run, chase my tail, whatever it takes to act out the persona of @Mollythewinedog, spokedog for Styring Vineyards, my husband’s winery.

As a human and market researcher, I’m attending The Market Research Technology Event and spent today thinking deeply about virtuality and personas.   BrainJuicer demonstrated an entity (for lack of a better term) that takes the idea of personas to an entirely different level, creating human entities compiled from real world data associations.  Called Digividuals, these are more than avatars with people behind them, like my dog.  Digividuals are composites of data, scraped from the web and triggered by a minimal amount of seed information.   This is fascinating to me because it’s more credible as a life form than most personas on Twitter run by actual humans.  And, because it’s based in reality, it is more ‘grounded to the earth,’ says John Kearnon, Founder of BrainJuicer.

I like this because each Digividual represents thousands or millions of people just like them and continues to grow and evolve via associations that are dynamic.   People are constantly changing ‘ so are Digividuals.  Ultimately, if these entities are compiled from their environment, I should be able to introduce something new ‘ a new product, a new advertisement, a new retail concept to this environment, and see if this component associates with the Digividual.  How many Digividuals in the cyber space in which they live ‘adopt’ the new product?  Virtual Living potentially provides us with a new way to assess product concepts that is more behaviorally based but simulated so faster and less expensive than testing in RL (Real Life).  In fact, I’d like to unleash some Digividuals in a Virtual Store and see what happens!

Speaking of RL, there was a fascinating panel discussion on Non Traditional Market Research which quickly congealed around the notion of real time data collection and targeting real time messages in the moment.  Allusions to Minority Report were made, as this is the easiest frame of reference for the concept.  And there was a call for companies to mirror Pepsico in appointing a Technology Marketing Officer to truly exploit this idea of messages in the moment.  On the one hand, this is a great idea.  We can deploy timely information when it is actually relevant, like where the nearest Pepsi machine is when the temperature reaches 94 degrees as it is right now in Vegas.  But how do brands create resonance?

This is the difference between Technology Marketing Officer and a Brand Champion or CMO.   Products are becoming less differentiated in many categories and rely on Brand resonance to urge consumers choose their product over others.  If messages are reduced to timely information, creating resonance will be a challenge.  So, for now, this is a great way to exploit the equity of a strong brand but it probably isn’t yet fertile ground for building resonance or marketing new ideas that require more than the attention span of a dog to form an enduring connection.
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Today’s guest post is from Kelley Styring. Styring is principal of InsightFarm Inc. a market research and consumer strategy consulting firm. She has led insights for Procter & Gamble, Pepsico, Black & Decker and NASA prior to founding her own firm in 2003. Kelley is a published author and has been featured in USA Today, ABC News, Good Morning America, Brandweek, Fortune, Quirk’s Marketing Research and The Market Research Daily Report from RFL Online.  She will be live blogging from TMRTE in next week in Las Vegas, April 30-May 2, 2012.

#TMRTE Live: Top Tweets from Intensive Monday

We kicked of The Market Research Technology Event 2012 today in sunny Las Vegas, Nevada at The Cosmopolitan!  Here are a few of the top tweets of the day!

Thanks for following us today on The Market Research Event Blog! We encourage you to join in on the conversation tomorrow at #TMRTE!

Sweaters for Chameleons: How I’ll get the most from The Market Research Technology Event.

Today’s guest post is from Kelley Styring. Styring is principal of InsightFarm Inc. a market research and consumer strategy consulting firm. She has led insights for Procter & Gamble, Pepsico, Black & Decker and NASA prior to founding her own firm in 2003. Kelley is a published author and has been featured in USA Today, ABC News, Good Morning America, Brandweek, Fortune, Quirk’s Marketing Research and The Market Research Daily Report from RFL Online.  She will be live blogging from TMRTE in next week in Las Vegas, April 30-May 2, 2012.
For more information on TMRTE, visit the webpage.  If you’d like to join us, as a reader of this blog when you register and mention code MRTECH12BLOG, you’ll save 15% off the standard rate!
Sweaters for Chameleons:  How I’ll get the most from The Market Research Technology Event.

That ancient art of weaving is based on a simple principle of physics. The warp and weft of the weave create a tensile strength in whole cloth that exceeds that of fragile threads. I’ve been thinking about this as I ponder how to better integrate innovative technologies into my market research consulting practice.

I’m as intrigued as anyone else about new things – exciting shiny widgets offered by technology to build deeper, broader understanding. Scraping, Mobile, Cloud, Big Data, etc. In fact technology is moving so fast and impacting our industry so much that I often feel I’m knitting a sweater from floating bits of dryer lint and not thoughtful threads, snatching one then another out of the air and pushing them into the system. While it may be an interesting looking sweater it’s certainly not strong enough to be useful. And that’s the problem.

There’s a real temptation to attend an exciting conference like The Market Research Technology Event and collect a satchel full of shiny new widgets – single function solutions that are cool and eye-catching but stand alone without integration to existing ways of doing business. I find this to be the key barrier to bringing innovation solutions to my clients – that adoption often means a step change rather than a slide into solutions that expand existing capabilities.

So I’ve decided to attend this conference as a chameleon. No – not blending into the background. I can do that my wearing black to an agency meeting in New York. I’m thinking more about how a chameleon sees. Its two eyes operate independently, each looking a different direction. So, while I know my eye will be drawn to clever, new, standalone technology solutions that will also pique my client interest – I will be consciously looking for ways to augment or enhance the existing approaches that my clients are comfortable with – so that I have a better chance of near-term client acceptance and increase my engagement rates. I’ve built a worksheet to help me with this. It’s a simple grid with space for new technologies I’ll see at the conference along one axis and existing market research applications along the other. For every new technology I add, I will then force myself to think of ways to also integrate it into existing techniques or approaches to market research. That way, I can see beyond the shiny new technique and have a better shot with my clients.

SEE LIKE A CHAMELEON YOURSELF: I’ll be blogging “live” from the event, so look for me in the back of the room. Come by, say hello, and I’ll give you a copy (Or you can download it here) of the worksheet so you can try it yourself. Looking forward to the conference!

The Market Research Technology Event Presents: Entrepreneur Tech-Off

The Market Research Technology Event is bringing you the brightest and most innovative minds in market research for a head-to-head competition. Join us as we moderate a Tech-Off of the bleeding edge entrepreneurs and find out what technologies and tools are being created to better understand consumer behavior.  The competition will take place next Wednesday, May 2, in Las Vegas.  For more information on The Market Research Technology Event, visit the webpage to download the brochure.  If you’d like to join us at TMRTE, register today and mention code MRTECH12BLOG and save 15% off the standard rate!

Announcing the Competition:

Pinerly
When a group of passionate, hard-working, and ambitious people come together, beautiful things happen. We founded Pinerly because using Pinterest gave us a huge boost in traffic (at some point over 30%) and we wanted to empower brands and users by helping them do the same. The team takes criticism positively (so reach out), loves to learn (so challenge us!), and acknowledges that our goal is to create products that we are proud of and love. We are always within reach and available to help.

Roozt let’s you discover the dopest, trendsetting, cause-oriented brands all under one roof. That means no more scouring blogs, facebook walls, or google searches to find that fav new brand that’s helping save the world with their business. Our experienced team of caffeinated, motivated, and inspirated curators (ok, so maybe inspirated isn’t a real word but it rhymed so just go with it) do the hard work for you! We’ve found the coolest companies that you need to know about and put them all into one simple, fun, and rewarding (literally and figuratively) shopping experience. Just by the click of a button you can discover a new favorite brand, learn about their impact, shop from their products, and earn rewards by sharing with your friends.

InsightPool

Consumers are constantly inundated by different brands trying to claim their attention. In the digital world, you can’t wait for customers to find you – you have to find them. Insightpool allows you to initiate your customer acquisition lifecycle by pinpointing those that could be most receptive and engaging with them in the most personalized manner. Let us help you raise awareness and build your customer base by converting your competitor’s customers.

Who will win the great tech war of 2012 and become the next Facebook, Twitter, LinkedIn and Foursquare? Join this panel to weigh in your vote!

Inside Facebook’s Research Playbook

Social Media Juggernaut’s Research Function Is Fresh and Fluid
 By Marc Dresner, IIR

 It’s the definitive social medium. With approx. 850 million total users (about 480 million daily), for many of us Facebook is a fundamental part of everyday life. And it’s up to Sheila Normile, a research and insights principal, to understand how and why we use it, and how to improve that experience. As you might expect from a company like Facebook, Normile’s research organization is a bit less conventional than what you’ll typical find at a large corporation. ‘Facebook is a really entrepreneurial and risk tolerant sort of place and it certainly extends to the research organization,’ Normile told The Research Insighter. ‘It’s funny because you often don’t think of research and risk in the same mindset or in the same breath, but we really embrace that idea of taking risks on our team.’ In fact, not only isn’t there a research playbook at Facebook, but the organization is so fluid that projects can happen on the fly, based on a conversation in a hallway or an issue Normile or one of her colleagues just stumbles upon. In this interview with The Research Insighter’, we’ll go inside Facebook’s research organization and have a look at what makes it tick.

Listen to the interview! 


Download a transcript! 


Editor’s note: If you would like to hear more about consumer insights at Facebook, Sheila Normile will be speaking at The Market Research Technology Event April 30-May 2 in Las Vegas. For information or to register, the webpage.

As a reader of this blog, when you register to join us, mention code MRTECH12BLOG and save 10% off the standard rate! ABOUT THE AUTHOR/INTERVIEWER Marc Dresner is an IIR USA communication lead specializing in audience engagement. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Who can you meet at The Market Research Technology Event in two weeks?

In just two weeks, future-focused market researchers will unite to take part in the industry’s event on technology and innovation in research – The Market Research Technology Event.  TMRTE will take place April 30-May 2, 2012 in Las Vegas, NV.

Why do you need to be there?

The Market Research Technology Event…

  • ‘ Covers what matters most to market researchers – where the industry is headed in the future. Stan Sthanunathan, VP, Marketing Strategy & Insights at Coca-Cola (and keynote at TMRTE) was quoted, “the market research industry will not exist in its current form by 2020. Even by 2013 significant, clear signs of evolution will appear… Don’t get left behind – stay on the cutting edge at TMRTE. (Read the exclusive TMRTE Podcast with Sthanunathan!)
  • ‘ Focuses all the hottest topics that market researchers like yourself are facing – from marketplace intelligence to social media, mobile, CRM, research innovation, text analytics, data mining and more. View the agenda for full details.
  • ‘ Has gone digital! From online documentation and mobile evaluations, to our brand new Skype Entrepreneur Panel and our TMRTE Connect networking community, we’re doing everything we can to embrace technology.
  • ‘ Is bringing the industry change makers to the stage. From Stan Sthanunathan to Dr. A.K. Pradeep (last year’s highest rated speaker!), Dan Ariely, Christopher Frank, Paul Navratil, Michael Tchong, Jane McGonigal and more. Click here for the full speaker list.

For more on TMRTE 2012, download the complete agenda.  Also, as a reader of this blog, don’t foget you will receive a discount of 15% off the standard rate when you register to join us today and mention code MRTECH12BLOG.

Plus, don’t miss your chance to network and learn from the following companies already signed on to attend:

3M * Abbott Laboratories * Accenture Management Consulting * ACS, a Xerox Company * Active Network * Affinova * Airline Reporting Corporation * American Cancer Society * American Express * Anderson Analytics * Animation Dynamics Inc. * Automobile Club of Southern California * Bain & Company * Bath & Body Works * Bayer Healthcare * Bellomy Research * BP America Inc. * Brainjuicer * Brand360 * Brown Brothers Harriman & Co * Burke * C+R Research * Caesars Entertainment * Campbell Soup Company * Canon USA * Carefirst Blue Cross Blue Shield of Maryland * Chrysler Group LLC * CMI * Coca Cola Company * Colgate Palmolive * Confirmit * Connected * Consumer Truth Ltd * Convergys Corporation * CreaMetrix * Decision Analyst Inc. * Del Monte * Doyle Research * Dub * Duke University * dunnhumbyUSA* eRewards Market Research * EEDAR * Eki Communications * Facebook * Foiled Inc. * Forrester Research * Foundational Insights LLC * Gadd Research Inc. * General Mills Inc. * Georillas Location Based Marketing * GfK * GlaxoSmithKline * Gongos Research * Google * Greenbook * Hewlett Packard * Highmark BCBS * Hilton Hotels Corporation * Honda R&D Americas * IBM * iModerate * InCrowd LLC * Information Tools Ltd * Inforsurv * InfoTools * Insight Marketing Systems * Insights in Marketing * Institute for the Future * Intel Corporation * Intendis Inc. * Intuit * Itracks International Inc. * Johnson & Johnson * Kimberly Clark Corporation * KL Communications Inc. * Klout * KS&R * Lieberman Research Worldwide * Maritz Inc. * Market Strategies International * Marketing Analysts * Marriott International Inc. * QuestBack * Radius Global Market Research * Ramius Corporation * RapLeaf * Research Now * Resource Systems Group * Retargeter * Mattell Inc. * MeadWestVaco * MERCASID * MetLife * MichaelTchong.com * Microsoft * Monster * Morpace Inc. * Motista * MSW Research Inc. * National Fire Protection Association * National Rural Electric Cooperative Assn * NBC Universal * Neurofocus Inc. * Nokia * Norstat * NTS Ellit * Openet * Paradigm Sample * Perception Research Services * Planet S.A. * Principal Financial Group * Procter & Gamble * Productive Access * Prophet Brand Strategy * Qualvu * San Diego Gas & Electric * Simstore International * Socratic Technologies * Spych Market Analytics * SSI * Strategence * Strottman International * SurveyWriter Inc. * Texas Advanced Computing Center * The Nielsen Company * Tobii Technology Inc. * Toluna * Toyota Financial Services * Travelers Insurance * Triniti Marketing Ltd * Unicharm * Universal Music Group * uSamp * Vision Critical * Wizards of the Coast * Ypulse * ZS Associates * Zynga

Text Analytics for (Really Smart) Dummies, Part 3

Kodak Gallery Gets the Big Picture Via Text Analytics

By Marc Dresner, IIR USA

To paraphrase a colleague who monitors our site traffic: ‘I think text analytics is a hot topic.’

This turned out to be a mild understatement: The chart that accompanied her message showed a shocking spike in traffic on the day we posted Part 1 of our “Text Analytics for (Really Smart) Dummies” series.

As I suspected when I originally started exploring the subject, it appears many market researchers feel like they have just enough information about text analytics to be dangerous, and there’s a clearly a widespread desire to learn more.

To recap our series thus far:

Part 1) Featured a specialist provider with a new DIY product and who has an unusually savvy take on text analytics in market research;

Part 2) Interviewed a corporate tech giant’s researcher who’s using the company’s proprietary text analytics product to study its legion of employees.

For Part 3 of our series, we’ve homed in on an internal research dept from a forward thinking vertical of a classic company with an outward, traditional consumer perspective.


This case is particularly special because as director of research at KODAK Gallery, Lori Tarabek is making a big difference under less than ideal circumstances.

It’s no secret that Eastman-Kodak (OTCQB:EKDKQ) has filed for bankruptcy, and it appears they may sell Kodak Gallery’the 131-yr-old film pioneer’s online imaging biz’for roughly $23.8 million to competitor Shutterfly.

To thrive as a researcher in this uncertain environment requires ingenuity and a reasonable tolerance for risk in order to move the business forward.

And Tarabek has leveraged these traits to great advantage, evinced in particular by a smart gamble on text analytics that’s paid off.

So this third installment in our text analytics Q/A series is, in my opinion, not only the most inspiring of the bunch, but also may be of the most practical value to our audience.

Thanks for reading and I encourage you to share your own stories and questions about text analytics with our community! Keep the conversation going!

Yours faithfully,
Marc

Q. What attracted you to text analytics?

I needed to find a way to analyze 1.5-2K weekly open-end responses from two NPS/satisfaction tracking studies, without sufficient time or resources for traditional coding. The goal was to find a way to categorize these verbatim responses into logical topic areas that could serve as a diagnostic indicator for key metric trend changes and guide further investigation.

Q. Have you found that certain types of data better lend themselves to text analytics?

I’ve used Anderson Analytics’ OdinText text analytics software in two ways: for the tracking surveys I mentioned above, which I think it’s ideal for; and for an ad-hoc project where I wanted to include all of the responses collected (4K+) and get a sense for the relative frequency of the potential barriers to action.

Currently we’re at the criteria development phase and it looks promising, but I’d anticipate making a case by case judgment on the value of text analytics for standalone projects.

The essential question is this: Will the investment in time required to set up the categorization criteria be paid off in terms of better analytical quality and efficencies (from high response volume or when expedited turnaround time is required)?

In the case of tracking satisfaction or recommendation/NPS, I believe all of these criteria are met. The consistency of criteria being applied removes the human interpretation bias, and large data sets can be analyzed very quickly (after the criteria/model is in place).

Q. Can the same tools be used for social media data as for, say, survey data?

Social media data may benefit from text analytics tools if there is some consistency in the type of subjects likely to be discussed or the primary goal is to track trends in sentiment. The need for better social media exchange analysis will drive enhancements in the linguistic analysis capabilities and variety of tools available.

Q. What thoughts or advice do you have for other researchers who may be considering text analytics solutions?

Text analytics tools require an investment in upfront time to deliver real value, so advance planning and some runway room to improve the quality of the criteria model need to be factored in. Learning and testing the logic construct is important so that you understand how to set up the criteria to maximize the accuracy of what is returned.

The best test for me is still to compare how a subset of responses is coded, verbatim by verbatim. The ongoing maintenance work required to sustain the value will depend on the pace of change in the key metric or subject matters that influence it, but failure to spend that time will quickly denigrate the quality returned.

Relative assessments represent the strongest use case ‘ levels changing over time, correlated with other metrics, etc. As with any type of large data set analysis, the goal should be to spend the majority of your time thinking about the conclusions and recommendations from the data, and if you are not there, you need to re-evaluate your process, tools or both.

Thanks for the great insight and sound advice Lori!

Editor’s note: To learn more about text analytics, don’t miss The Market Research Technology Event ‘ a unique forum dedicated to the exploration and promotion of technological innovations in consumer and market research and business intelligence’taking place April 30 thru May 2 in Las Vegas.  As a reader of this blog, when you register to join us, mention code MRTECH12BLOG and save 10% off the standard rate!

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is an IIR USA communication lead specializing in audience engagement. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Coca-Cola Research Head Issues Innovation Scorecard and Blueprint

‘We’re Approaching Critical Mass!’

By Marc Dresner, IIR USA

In research circles, Coca-Cola VP of Marketing Strategy and Insights Stan Sthanunathan is a perennial favorite, known for his keen insight and candor (and frankly, for being unafraid to state the controversial truth as he sees it).

For example, in a Research Insighter’ interview last September, Sthanunathan made waves when he predicted that survey research would become increasingly irrelevant, supplanted by a new generation of more passive listening tools capable of delivering deeper, more meaningful insights.

More than six months later, Sthanunathan stands firmly behind his remarks.

‘Dependence on survey research is going to come down and it’s going to come down quite significantly,’ he told the Research Insighter’ in a new interview.

‘[We] need new approaches that will help you observe, listen, synthesize and deduce,’ said Sthanunathan, who added he’s encouraged by the ‘exponentially increasing’ progress the industry has made on the innovation front.

But the big surprise is that Sthanunathan no longer expects innovation to be driven primarily by start-ups and entrepreneurs from without the research industry; he believes traditional providers will lead the way in collaboration with clients.

‘We are beginning to get critical mass in the area of innovation,’ he said.

In this exclusive interview with the Research Insighter’ podcast series, Sthanunathan explains:

- Why the next step in the mainstreaming of research innovation will require shaking up entrenched, risk-averse client mindsets

- How benchmarking is handicapping progress

- Coca-Cola Co’s companywide 70/20/10 approach to investing in innovation

- How he’s counting on research suppliers to bring revolutionary research techniques to the table, and much more!

Download an interview transcript!

Editor’s note: If you would like to hear more from Stan Sthanunathan, he will be delivering a keynote titled ‘Technology…Embrace It or Get Left Behind!’ at The Market Research Technology Event April 30-May 2 in Las Vegas.

For information or to register, visit iirusa.com/technology

 As a reader of this blog, when you register to join us, mention code MRTECH12BLOG and save 10% off the standard rate!

ABOUT THE AUTHOR/INTERVIEWER

Marc Dresner is IIR USA’s sr. editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

“Text Analytics for (Really Smart) Dummies” Part 2: Big Blue’s Unique Use Case

IBM Turns Text Analytics Inward to Learn from Employees
By Marc Dresner, IIR USA

Part I of our text analytics series featured a specialist provider’something of a pioneer in the field’whose firm has recently developed a DIY text analytics tool. I think you’ll agree that Tom Anderson did a nice job of helping us parse fad from fact.

So for Part II of ‘Text Analytics for (Really Smart) Dummies,’ we’ve turned to an intriguing text analytics use case, courtesy of another pioneer in the space: Big Blue (NYSE:IBM).

What I appreciate about this one is that IBM is both a text analytics user and a provider, which may or may not inform your thinking when you read this interview.

I can’t speak to the software, because that wasn’t covered in this session, but we have here a great example of text analytics in action.

They call them ‘IBMers”an almost cult-like bunch of some of the best and brightest technologists on the planet, driven by a culture of innovation embodied in three letters: I-B-M.

And it’s up to Senior Research Manager Dr. James Newswanger to help IBM maintain a competitive edge by understanding and learning from them’

Q: Jim, please tell us a bit about your role and if/how you need to analyze qualitative data and/or text.

JN: I lead a group known as Corporate Workplace Analytics within the IBM CIO division. We study IBMers’ use of our major enterprise IT tools, including the intranet, Connections, Lotus Notes, social media, etc. Our group specializes in primary and secondary studies, as well as quantitative and qualitative methods. We have been increasingly focused on text analytics and ways to make meaning of content in unstructured data sets.

Q: For clarification, what exactly do you mean when you refer to “text analytics”?

JN: To me, text analytics is the process of taking in content, using software to mine the content for meaning, and offering a presentation interface that allows researchers to find insight.

Q: Is text analytics really new?

JN: Some parts of text analytics are old. For example, human beings acting as coders have been mining open-end comments for meaning for a long time.

Q: How have text analytics evolved over the past few years?

JN: What’s new is the expansion of online commentary offered by blogs, microblogs, news feeds, etc., and the software tools available to analyze text, often in real, or near-real, time.

Q: Is all text analytics the same or are there different types?

JN: There are different types of text analysis, driven by particular project requirements. Some researchers need to find basic themes in text, some need to identify “sentiment” associated with themes, some need to link themes to authors and networks, etc. And the time frames and database sizes can vary widely.

Q: How has market research as a use case evolved in terms of text analytics, both in general and for your company specifically?

JN: Some market research professionals make claims that text mining can substitute for other forms of traditional primary research. Some say, instead of launching a scientific survey to determine opinions on a particular topic, we might just mine the blogosphere or Facebook postings, etc., for the end result.

Q: What are some of the most important use cases?

JN: Examples involving challenges to traditional market research techniques’especially sampling rules’are the most important use cases in my opinion.

Q: How much of text analytics involves Big Data, and do you think market researchers should/do have the skills and tools needed to leverage it?

JN: Text analytics may involve Big Data, it depends on particular project requirements. If I want to mine the Web for public opinions about a topic as broad as a popular movie, television show, or government issue, then Big Data sets will clearly be in play. Data set requirements are driven by the number and scope of content sources, the length of time under review, and any real-time demands on delivery.

Q: What criteria should an organization use to base a decision to (a) develop an in-house text analytics capability, b) outsource text analytics or c) adopt a hybrid model?

JN: To develop an in-house text analytics capability, an organization must have analysts capable of using one or more software tools developed for text mining. The organization must own or license software deemed effective for this analysis.

Q: What questions need to be asked in order to determine an appropriate capabilities provider?

JN: Some of the issues to consider include cost, user interface, scope of content coverage and source of content, presentation and reporting capabilities, specific linguistic analysis features, and customization.

Thanks Jim! That concludes Part II. Next up, Kodak Gallery weighs text analytics’ potential fit within its market research efforts.

Editor’s note: To learn more about text analytics, don’t miss The Market Research Technology Event ‘a unique forum dedicated to the exploration and promotion of technological innovations in consumer and market research and business intelligence’taking place April 30 thru May 2 in Las Vegas.  As a reader of this blog, when you register to join us, mention code MRTECH12BLOG and save 10% off the standard rate!

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is an IIR USA communication lead specializing in audience engagement. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.