30 September 2010
27 September 2010
26 September 2010
22 September 2010
21 September 2010
The Festival of NewMR is gathering speed and will be held (virtually) 6-10 December.
One of the features of the Festival, which may be of particular interest to students of market research or junior researchers is the Poster competition. The Poster competition is free to enter and has a prize of US$ 1000. More important than the prize is the chance to catch the eye of people you might want to work with and potentially to influence the shape of market research.
The challenge is to create a Poster that best answers the question “What is the next BIG idea in understanding consumers' needs and wants?"
So, if you work with students or junior researchers, please forward this article to them.
14th WBD -> Cologne -> Germany: "The Application Process starts in 15 days"
17 September 2010
Whilst at the recent ESOMAR Congress in Athens I created a vignette in my mind to help explain the many issues that can arise. Consider the following hypothetical example:
In Facebook I discover the “ACME TV and Video” page which has a wide variety of posts on it from people who use or like or are interested in ACME TVs and ACME videos. Because I do not want to keep visiting the site I create a script in my favourite web scraper to log in every day and to collect all new posts and to put them in a database for me.
For my client, a major electronics company based in the US, I produce a report, based on social media, looking at the different social contexts of the consumers home electronics. I note within this ACME page a 200 word poem written by a member of the page who writes about how her neighbour’s 8 year old daughter is often left at home on her own and uses the TV to feel less alone and lonely.
In my report I include a copy of the poem and I mention that it is taken from the ACME TV page. However, in order to protect the 'respondent anonymity', I change her name to some fictitious name.
So, what’s wrong with any of that? Well let’s count some of the ways that come readily to mind as potential problems.
- By using a web scraper to collect data from Facebook I have broken the terms and conditions of my use of Facebook.
- By using material for Facebook for my commercial research I may have further broken the terms and condition that I signed up to when I joined Facebook.
- If the person I collected the data from was under 16 (according to the UK MRS rules) then I have collected data from a child without prior parental permission.
- By not quoting the author of the post I have broken many conventions about properly citing and crediting sources.
- By quoting the poem in its entirety, without permission and without citing I may have breached copyright issues.
- By using a literal quote I may have made it possible for the author to be identified. Because I have named the group the client could use a web scraper to load all recent posts and then search for the text in the report.
- Not only may I have compromised the anonymity of the author, but if they post photos, if they have not protected their profile, I may have provided access to personal information such as mobile phone number.
- Because I may have identified the author, I may also have identified the existence and identity a vulnerable child left alone.
- Because the data is personally identifiable it falls under (in the UK) under the Data Protection Act, which means I need to hold it securely, and I can’t simply send it overseas to the US which has a different set of legal protections.
I am sure there are other problems that people can highlight, but I hope that the vignette will help illustrate that when we are working inside the area of social media we need to be very careful and we need to think about what we are doing.
In thinking about social media we need to think about: laws, terms and conditions, market research ethics, and other relevant codes, practices, and expectations. The general concept of informed consent will still provide a good guide, but we need to be clear about whose consent and how we ensure that it is informed consent.
15 September 2010
and voiced by people the world over.
Democracy is a goal in its own right, and a indispensable means
for achieving development for all humankind."
While democracies share common features, there is no single model of democracy. Activities carried out by the United Nations in support of efforts of Governments to promote and consolidate democracy are undertaken in accordance with the UN Charter, and only at the specific request of the Member States concerned.
The UN General Assembly, in resolutionA/62/7 (2007) encouraged Governments to strengthen national programmes devoted to the promotion and consolidation of democracy, and also decided that 15 September of each year should be observed as the International Day of Democracy.
14 September 2010
Are you looking for a next gen market research aficionado?
Check out how young Next Gen Market Researchers are leveraging new media to network on social media. Next Gen Market Research member Ben Fowler shows us he’s thinking outside the box by ‘mashing’ technologies (vimeo video and LinkedIn Groups - Jobs Tab on the NGMR LinkedIn discussion board).
The Next Gen Market Research group (NGMR) on LinkedIn, now with well over 9,000 members, originally did not allow membership to recruiters. However, because of the great recession, starting in 2008 we began allowing recruiters to join the group as long as job related posts were kept in the jobs tab. I understand we now have a healthy market research job search community of consisting of both recruiters and applicants who use that part of the board.
God luck Ben, a great way to think out of the box and get noticed!
The adoption curve, particularly in the context of that key group the ‘early adopters,’ is one of the most commonly used ideas in the research of new products. The adoption curve is also referred to as the diffusion of innovation process or diffusion of innovation theory.
The proposition behind the curve is that there is a normal curve that describes how a technology is adopted by a community, society, industry etc. The classic terms for the different parts of the process are:
- Early adopters
- Early majority
- Late majority
Like many good ideas the adoption curve and the theory of the diffusion of innovation have many potential originators, but the classic form of the curve is the one published by Everett Rogers in 1962 in ‘Diffusion of Innovations’ (a book which has been updated regularly and now exists as Edition 5, published in 2003).
From my own experience there are two common mistakes that some marketers and some market researchers make, and which the researcher should watch out for.
1) There is sometimes an assumption that people are early adopters in a general sense. This is clearly not true. Think about somebody you know who is an early adopter of a specific category, for example kitchen technology, and think about whether they are also an early adopter of most other categories, for example of cars, computers, gardening equipment. Being an early adopter requires time, money, and interest, so it is hard to be an early adopter outside of a group of products.
2) There is an assumption that the adoption curve is predictive. However, the data about product adoption is subject to survivor bias (see TARSK 10). Products that have successfully diffused into a society, community, or industry tend to have followed the adoption curve. However, most products that are adopted by the innovators never get beyond that group, many products that are adopted by the early adopters never break through into the mainstream.
The link between the Tipping point and the adoption curve
It should be noted that the area under all normal curves (i.e. under all bell curves) produces an S-curve when plotted a cumulative distribution (also known as an ogive). At first the area under the left tail only increase slowly, then we get to the rapid increase in height of the curve, which sends the S-curve upwards, after the top of the bell curve the S-curve is still raising steeply, but it has started to rise less steeply, when we get to the right tail the S-curve has flattened out as it approaches it maximum (for example 100% if we assume everybody will eventually adopt this particular thing).
This link between a normal curve and the S-curve is illustrated below using the same scale for both the normal distribution and its cumulative frequency curve.
The steeply rising part of the S-curve is the tipping point that Malcom Gladwell popularised in his book. Again, the tipping point is not a prediction, it says that products that become adopted start by being adopted by a few, and if they are going to be successful will at some point rapidly spread to most of the people who are going to adopt them, and then the rate of adoption slows down.
12 September 2010
The Corporate Communications is preparing for a cooperation with a few students of the 'Rheinische Fachhochschule' Cologne. Brainstorming in the sun with an iced coffee seems to be quite efficient. We are sure they once again gonna do an awesome job!
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