What’s Trending on #MRX? Jeffery Henning’s #MRX Top 10 – June 7, 2017

Of the 2,991 unique links shared on the Twitter #MRX hashtag over the past two weeks, here are 10 of the most retweeted…

1. Know Your Customers’ “Jobs to Be Done” – Writing in the Harvard Business Review, Clayton M. Cristensen et all explain how successful innovations focus on the circumstances surrounding a customer rather than their characteristics, citing far-ranging examples from American Girl dolls to SNHU online courses.
2. Let’s Get Personal with NextGen – In the third of four articles exploring key aspects of the younger generations, Joeri Van den Bergh of InSites discusses how brands successfully attract Millennials and Gen Z by embracing personalization, imperfection, and willingness to fail.
3. Ads Must Work with People’s Brains Not Against Them – Nigel Hollis of Kantar Millward Brown shares an anecdote exemplifying how it can be difficult to determine what will intuitively work with a consumer’s thought process instead of against it.
4. GRIT Sneak Peek: Adoption and Consideration of Automation Platforms – Ray Poynter of NewMR delves into the most recent GRIT data regarding automation in market research. While many organizations already have automated quantitative processes, analysis of text, image, and video data remain a high priority.
5. Small Data: Avoiding the Big Data Overload – Iulia Ghindeanu at FlexMR reveals some of the pitfalls of Big Data: analysts’ tendency to commit confirmation bias and assume that correlation implies causation.
6. Three in Five Consumers Not Being Targeted Effectively – BlueVenn recently conducted research that found that 58% of consumers do not believe that brands are targeting them effectively: the report also found that 87% of marketers believe that, until they have the right tools, it is impossible to effectively analyze customer data.
7. The Insight Economy – This special report, published in The Sunday Times, seeks to answer why British citizens should pay attention to political polls given their recent inaccuracies, how digital is boosting the market research industry, and how developing markets are contributing to a more globalized MRX industry.
8. 4 Frameworks for Mapping Customer Decision Journeys – Alex Xiaoguang Zhu of SKIM maps the four journey frameworks that a customer takes: the planned journey, the (disrupted) habitual journey, the ecosystem journey, and the patient-centric journey.
9. Old is the New Young: How Global Consumers Are Challenging Ageing – This Euromonitor International white paper explores the evolving buying behavior of the fastest growing population segment, consumers aged 60+. Pro tip: don’t remind them of their age when marketing.
10. 4 Design Principles to Help You Build More Actionable Insights – Ingvald Smith-Kielland outlines four ways to develop meaningful insights: changing to a collaborative, multi-disciplinary mindset; reframing statements to articulate insights; using visualizations for empathy building; and brainstorming what-if’s to help link findings to opportunities.

 

Note: This list is ordered by the relative measure of each link’s influence in the first week it debuted in the weekly Top 5. A link’s influence is a tally of the influence of each Twitter user who shared the link and tagged it #MRX, ignoring retweets from closely related accounts. The following links are excluded: links promoting RTs for prizes, links promoting events in the next week, pages not in English, and links outside of the research industry (sorry, Bollywood).