From emotion analytics to survey design tips, marketing strategy vs marketing plans and the reality of cross-platform data, it’s time for another weekly roundup of five articles that caught my attention this week.
Cross-platform data: where sound-bites meet research reality – GreenBook Blog
One of my market research dreams is the day when researchers can take advantage of all of the data that is already being collected in link it all together to get a truer, approaching-census-level view of customer behavior. However, as Florian Kahlert explains, reality is that we’re far from that time still. We’re getting closer, sure, but let’s be realistic about the fact that we still very much need other methods still in order for us to capture even a representative sampling of customer behavior because, bottom-line: cross-platform data analysis has a very long ways to go before it becomes reality. In my mind, we’re still on step 1: identifying variables. Have you ever tried taking two databases of data and get them to worth together?
Affectiva and iMotions announce partnership to add emotion analytics to biometric research solution – Affectiva
Here’s another of my market research industry dreams coming closer and closer to reality! I recently heard about the work Affectiva is doing on emotion analytics via the TedTalk Radio podcast, and I was really excited about the implications for market research. I had written a post awhile ago on LinkedIn about mobile-first surveys, and posed an idea of asking respondents to submit a selfie to show their level of satisfaction with an experience or product. This partnership helps take things to a whole new level, though. And while DIY surveys are becoming ubiquitous, I’m predicting that the availability of emotion analytics and other biometric data will come to DIY survey platforms in the next few years.
Marketing strategy and marketing plan – what’s the difference? – Website Designs blog
This post is very informative, especially for those who are new to marketing and market research. While the focus is entirely on marketing, understanding the difference between marketing strategies and marketing plans is necessary for anyone in market research, as well. Not only that, it’s important to translate this to market research strategy and market research plans. Market researchers can often become so caught up in just getting the next survey out the door that we forget to occasionally step back and make sure that those plans are reflecting our own or our clients’ overall market research strategies, which, in turn, should be informing marketing strategies, as well.
Benefits of Silence – The Research Group blog
While focused on personal benefits of silence, I also saw applications to market research, from listening to our clients to listening to our respondents (and even stepping out of the room during focus groups to let natural conversations happen that we can listen to). With so much data gathering, data analysis, storytelling — let’s not forget the benefits of silence and just listen for awhile.
Still with me: ten ways to drive survey engagement – Lightspeed GMI blog
While we focus on making our surveys shorter, let’s also take some time to make sure that we’re making our surveys engaging. My favorite tip is the last in the list: “Taking the time to remove your researcher hat and put on your respondent hat helps ensure the experience is an enjoyable one.” Would YOU take your own survey, let alone find it a good experience?
From #emotion
From #emotion analytics to #survey design tips, it’s a #FridayFive! http://t.co/Yxqza3fQWO pic.twitter.com/otZuyPiy1L
— zontziry (@zontziry) September 18, 2015