Every Picture Tells a Story

Social_Media_ReportIn the words of Rod Stewart – every picture tells a story. At MSI we’re constantly bantering about social media, which sites will make it, which ones will die a slow death. So we decided to take a deeper look at a variety of social and technology trends in 2013. And we’re going to tell that story with pictures. Our first foray was a look at the social media sites with the largest followings. And in order to tell the story, we used a tried but true method of having consumers associate “faces” of consumers with the sites. A total of 10 pictures were used to get out the faces and personality of the major social media sites.

And what we found may surprise you…
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Pretesting…a lost art?

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There was a time when collecting quantitative data, more often than not, involved a conversation. And the conversation was a game where the respondent seemed to hold all of the cards. A lengthy interview, a poorly worded question, a missing response option – all represented excuses for the respondent to dismiss you by hanging up or otherwise ending the interview.

Can you tell I was an interviewer?

At that time, phone pretests often involved a painful process of listening to hours of rejections and hang-ups…but the result was invariably worth the price – a survey that more accurately collected the intended data.
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Valentine’s Day – An obligation

We were curious how our friends, family and clients planned to spend their Valentine’s Day. So we did a quick informal poll with a little bit of humor. Remember this is not science and while we completed 150 interviews we won’t even discuss the inevitable margin of error.

So here are some of the highlights of our quick little poll…

“I do it for her,” probably not surprising, men are much more likely to celebrate Valentine’s Day solely to keep their partner happy. This may explain why women are more likely to claim “Oh is this Valentine’s day week.”

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Older folks were more likely to state they actually look forward to this day. Assuming age is an indicator of longer relationships – this suggests that familiarity does not breed contempt.

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Many of our followers are traditionalists – they celebrated by flowers, candy and other types of gifts followed by a dinner out yesterday. There was some time shifting to weekend celebrations.

Romance beyond the living room didn’t appear to be on the agenda yesterday. Men clearly see an opportunity to share a good bottle of wine with their partners, but there was little indication of amorous activities from men or women. At least no one admitted getting tipsy and seeing what panned out. Further, only 1% participant indicated a romantic getaway was in order.

V_day_getawayWe should note that reading 50 Shades of Grey either alone or with your partner was ignored by all. We’re not sure but this may be an indication of the literary sophistication of our audiences.

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Big Data Scientists – Fact or Fiction An Interview with Dr. Mark Hayward, University of Texas

Big_Data_MSIRecently I have read a number of articles about Big Data Scientists. Actually, they have been about Scientists, Analysts, Researchers, etc. Nobody knows what to call them, so I’ll use the term “Scientists.”

And similarly, no one seems to agree on where they come from (or where they should come from). The arguments range from IT, Business Analysts and Statisticians to Social Scientists. As I read these debates, my gut reaction was to believe the best data scientists will come from the social sciences.
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Shopper Insights: The New Black Friday

As I had expressed in a previous post, given Webster Dictionary definitions of evolution and revolution, we are in a state of social media evolution. The continuous change we have been experiencing is not limited solely to the social sphere; we are experiencing a similar pace of change in everything from listening to the music to shopping.
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Respondent Respect

We’re now the elders. We’ve been in the field so long we raise the average age of attendees around a conference room table. Our experience dates back to when Marketing Research required actual maps for sampling. Marketing Research has evolved considerably so is what we learned so very long ago still meaningful?
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From the Trenches: A Discussion on Customer Loyalty

Tom Connelly: Until recently, you could not turn on a TV or go online without seeing the buzz surrounding the release of the new iPhone 5. Along with the release came impassioned reviews and critiques – is the new design better?
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Infographics: The Art of Visualizing Research

A few years back, I was invited to attend a webinar designed to help us think about how to express our study results in a more visually appealing manner than the usual bar, line and pie charts and endless tables filled with numbers that one typically sees in a market research report. It sounded like a great idea until I read the synopsis, which made some grand statement about visually displaying data without showing any numbers. At the time I thought ‘Are they crazy? No numbers? They do realize that we need to defend our insights with the actual numbers revealed by the study, don’t they?’
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How Big is “Big Data”

Right now Big Data is REALLY big – HUGE even (don’t you hate that word). Not a day goes by without someone posting a blog or writing an article on the value of Big Data.  And why shouldn’t they? The reality is that all of our clients are sitting on huge amounts of information about their customers and prospects – yes, terabytes and terabytes as most are fond of saying. The value of this information is immeasurable. And when we can derive actionable insights from this data the return is immense. The data itself is free (although sometimes integration of multiple databases can be a challenge) therefore insights gleaned from this data can have a major  impact on our product development and customer experience initiatives without requiring significant financial resources (OK, I realize that the advanced analytics aren’t cheap, but they are relatively inexpensive in the grand scheme of things).

But is Big Data really big enough to drive truly actionable market insights by itself? 
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Archetypal Analysis: Segmenting on the Extremes

So, I’m one to generally heed the sage advice to not talk about religion or politics with friends and family (though I sometimes cannot help myself :)).  But if you’re like me, you’ve likely been forced to at least think about or possibly even divulge your political affiliation during the current election season here in the U.S.

The simple question we’re asked is:  are you Conservative, Liberal, or Moderate?
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