Insights Industry News

June 11, 2012

Establishing Social Media Research Benchmarks With Ford, P&G & Coke

A major barrier to widespread adoption of social media research techniques is the lack of standard benchmarks across the industry.

Leonard Murphy

by Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

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One of the largest barriers to widespread adoption of social media research techniques is the lack of standard benchmarks across the industry. Issues such as multiple technologies with competing approaches, a highly fragmented and competitive provider market,  a lack of a clear purview of data ownership on the client-side,  a constantly fluctuating social ecosystem, privacy concerns, and the sheer newness of the idea have led to a “Wild  West” scenario that has been hard for researchers to get a handle on. Well, it’s time for that to change.

At the Market Research in the Mobile World conference next month in Cincinnati we’re going to take the first steps to establish a framework  for global benchmarking of social media research.

Senior leaders from Procter & Gamble, Ford, Coca-Cola & BBDO will participate in a panel discussion with NetBase, Decooda, Conversition & Anderson Analytics on what steps need to be taken to establish industry benchmarks and will chart a path for the future. This session was asked for by our client partners, so have no doubt that it will be a centerpiece of the event and is vitally important to the industry.  If you want to have a direct voice in shaping the foundational discussion, then I encourage  you to attend. You can register here, and feel free to use discount code GB20 for 20% off.

Since we’ve also invited representatives from ESOMAR, AMA, MRIA, QRCA, MRA, CASRO, ARF and MMRA our hope is that this session will lay the groundwork for a global industry collaborative effort to embrace the future of research and work together to help us bring it about.

MRMW is also deeply connected to the mobile technology space so we’re looking at doing a similar session around mobile research best practices and benchmarking as well. I believe we’ll make that happen too, so that means that the MRMW conference be the event where we establish  a new paradigm for cross-organizational collaboration with all of the players involved with the value chain of these emerging drivers of strategic insight generation. Look for more info on the mobile benchmarking session soon.

These two sessions alone should serve as reason enough to attend, but I am big believer in delivering real ROI and the rest of the conference doubles down on the content delivery. I can guarantee you that  MRMW will deliver immense value to all participants; it is simply not to be missed. I am immensely proud of the agenda we’ve built for this independent conference. MRMW is where the visionaries, disruptive innovators, influencers, and change agents will be meeting to do chart the course of the future of the industry. With nearly 100 senior level speakers engaged in a fast-paced and highly interactive event like none other this is THE  research innovation event of the year. Just a small sampling of the companies that are part of the program include:

Clients-

  • Alcon Laboratories
  • BBDO “The Worth”
  • Blizzard Entertainment
  • Chrysler Group, LLC
  • Coca-Cola
  • Ford
  • Hillenbrand
  • Metaresolver
  • Ontario Lottery & Gaming
  • P&G
  • Rogers Media

Technology & Service-

  • Added Value
  • Affinnova
  • BrainJuicer
  • Cambiar Consulting
  • Civicom
  • Communispace
  • Comscore
  • Confirmit
  • Dscout
  • ecGlobal
  • Forrester
  • GfK Knowledge  Networks
  • Gigwalk
  • Google
  • Gutcheck
  • Hotspex
  • Jana
  • Kantar
  • Kinesis
  • Locately
  • Lumi Mobile
  • Motista
  • Netbase
  • OdinText
  • On Device Research
  • pureprofile
  • Qualvu
  • Questback
  • Research Now Mobile
  • Research Through Gaming
  • Revelation
  • Survey Analytics
  • Vision Critical
  • Wayin

For a complete list of our extraordinary speakers click here. You can view the complete agenda here.

We’re expecting 300+ total participants and so far some of the firms that have registered are:

  • Arbitron
  • CIVICSCIENCE Inc.
  • Convergys Analytic Services
  • CSS/datatelligence
  • General Mills
  • Givaudan Flavors Corp
  • Hallmark Cards, Inc.
  • JD Power & Associates
  • Jiffy Lube (Shell)
  • John Deere
  • Lightspeed Research
  • Market Strategies International
  • Mead Johnson Nutrition
  • MRSI
  • Pernod Ricard
  • Schlesinger Associates
  • Shopmetrics, Inc.
  • Sun Products Corp.
  • uSamp
  • Voxco

It is my belief the overall agenda, especially coupled with these two benchmark sessions will be a pivotal watershed moment for the evolution of global insight generation. Never before has there been an independent  conference driven by client-side input that brings together leaders in new technology, research services, trade organizations and academia focused on the future of research.  The overarching context for all sessions will be on delivering real business impact and we’re working with all presenters to ensure the focus is always on delivering solutions to client-side issues.

Of course, with all the serious stuff happening during the day it’s going to be important to have some fun to decompress and network, and we’re partnering with NewMR Research Access, The Research Mafia and their sponsors to deliver a whole lot of informal fun before and during the conference. Details are still being worked out, but stay tuned because I can tell you that these folks know how to have a good time and are planning some great networking events as well.

If you are reading this, then I know these topics are important to you. I hope you’ll join me and your peers and colleagues in meeting together in Cincinnati July 18 & 19th to work together to drive innovation in market research. See you there!

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data collectiondata privacymobile researchsocial media mobile research

Disclaimer

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

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