In recent weeks there have been several reports released that evaluate the value of social media impressions for marketing. While this certainly isn’t a new revelation, the fact that the reports leverage traditional survey techniques to collect the data sparked an ancillary question for me: What is the value of social media in market research, both now and in the … Continue reading
Twitter Influence. Beyond followers, replies and retweets.
Every time I write a post about Twitter, I vow it’ll be the last time. The problem is Twitter is too damned fascinating of a phenomenon to not write about. And the more people try to explain it, harness it, and measure it, the more holes we reveal in our understanding of it. The latest couple of posts I’ve seen … Continue reading
Posted in analysis, influence, social media, twitter
Tagged analysis, influence, infographics, retweet, social media, twitter
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Social Media Measurement: An Owned-to-Earned Spectrum
This post from David Armano does a great job of exploring three types of engagement that are near omnipresent in our digital world—interactive, social and mobile—and where they occur. Where they occur doesn’t mean a specific location, though, like “website” or “while at the laundromat.” Instead it’s more about who controls the domain; whether it is: – Paid The organization … Continue reading
Posted in earned media, measurement, owned media, social media
Tagged earned media, measurment, owned media, social media
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Are Surveys Dead?*
Much of the recent chatter in the blogosphere has focused on the much anticipated “next step” in market research. Specifically, will Social Media Monitoring and other Social Media tools replace traditional market research tools? Jeffrey Henning provided an excellent round up of the discussion, particularly in reference to the application of DIY tools. A recent piece in Ad Age went … Continue reading
Posted in insight, listening, measurement, research, social media
Tagged asking, insight, listening
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DIY: Opposition or Opportunity?
The current recession has pummeled budgets in all departments and market research is certainly no exception. In fact, given the reputation of market research in some boardrooms, its no surprise that MR is often one of the first targets for “cost savings” (or any many cases the illusion of savings). The current economic situation coupled with the increased, although still … Continue reading
Metrics Make More Successful Creative
Posted in analysis, creativity, marketing, metrics
Tagged analysis, creativity, insight, marketing, metrics
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More Data Doesn’t Mean Better Insight
Market researchers could stand to take some of their own, oft-repeated advice: Know your customer. One of the common complaints heard among Market Research suppliers is that clients simply lock reports away in filing cabinets after presentations and fail to fully extract the value of the insights provided. While we’ve all faced this scenario numerous times, it really isn’t hard … Continue reading
A New Approach to Marketing Research and Creativity.
The Brand Aperture Blog exists to explore the connection between real-time research and 21st century brand expressions. Think about it in the simple terms of… Heisenberg’s Uncertainty Principle. It’s not as complicated as you may think, and the relevance of the theory to marketing in today’s digital marketplace is fairly clear. In a nutshell, the Principle states that certain physical … Continue reading
Posted in about, creativity, heisenberg, marketing, measurement
Tagged brand, brand aperture, creativity, heisenberg, marketing, measurment, metrics, research
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