Passive Text Analysis: Learn What Makes Your Audience “Tick”

(Originally published in Online-Behavior) At the heart of any marketing initiative is one goal: to influence an audience. The tough part is figuring out 1) who the audience is, 2) what will influence them, and 3) the best way to do so. The Myers-Briggs Type Indicator (MBTI) has long been considered a standard to help answer the first question in corporate HR, for example, but its popularity among marketers is growing rapidly. There are significant problems with using the MBTI for marketing, such as its lengthy survey format, prevalence of bias, and arguable inconsistency. The problems with survey-based insights have led...

How to Diversify Your Market Research Data to Find the Right Balance

(Originally published in iMediaConnection) Ask anyone who’s struggling to stay on the cutting edge: Technology is evolving at light speed, and that means new innovations, new gadgets, and new data sources are hitting the market every day. It also means that America’s 300,000 market research analysts are feeling more confused and overwhelmed than ever. It’s no wonder: With every technological advancement — whether it’s a new gadget, wearable device, or social network — new data points grow exponentially. And business executives are challenging researchers to use that data to make smarter marketing decisions right now. After all, it’s just data; how...

3 Reasons Time is the Achilles Heel of Consumer Research

  (Originally published in B2B Marketing) Imagine a scenario in which you want a new book. You go to an online book retailer and sign up to fill out a survey. A customer service rep mails you a questionnaire or calls to ask what kind of person you are, what books you like, and how much time you spend reading. He may even talk to your friends and family to make sure you gave an accurate portrayal of yourself. After the form is filled out, a week is required to manually collate the data. Then, the company sends you...

What is Your Focus Group NOT Telling You?

    Originally published in Everything Business Corp!   Marketers have used focus groups to get feedback from real consumers for decades. But often, a focus group just reaffirms marketers’ beliefs or gives a distorted view of how customers really feel. The truth is that focus group research often fails — or at least fails to deliver any groundbreaking insights. What your focus group can’t tell you Because of the nature of focus groups — a small sampling of people led in a group discussion by a moderator — a focus group cannot tell you about:  Benchmarking. Benchmarking allows you...

Why Aping Oreo’s Super Bowl Moment Is A Pointless Risk [3min read]

IMMOAFRICA.CO.ZA Stop Reacting to Others’ Real-Time ‘Moments’ and Do Your Research to Create Your Own   There’s a lot of hub-bub over ‘target moments’, or ‘moment advertising’. But how much should you worry about so-called real time marketing? Is it worth the risk to your reputation and budget? You’re no doubt under a lot of pressure to spool up a team to react to these moments others create. You should re-consider. There’s good reason for you to be feeling this pressure. The reactive, real-time moments, both the wins and losses, are the ones that I seem to hear about...