Market Research in the Mobile World 2012

July 18, 2012 By mllemire 1 Comment

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Targeting forward-thinking market researchers, stirring up conversations on the future of the industry, Market Research in The Mobile World is THE conference to attend, especially if you’re tired of that stodgy message that “market research has to prove its ROI” touted year after year at other conferences. This conference is about embracing change and driving change in the industry as a response to that change. It is NOT about cutting the edges off of traditional market research, repackaging it, and calling it good to go for mobile!

The conference is happening NOW, so if you missed attending this year, I recommend following #MRMW on twitter and reading the feed and/or the plethora of blog posts inspired by speakers, attendees, and sometimes just the titles of the sessions themselves!

Some of the thought-provoking ideas I’m walking away with so far include:

- What if norms don’t mean anything enymore because the world has changed so much? (asked by Lenny Murphy or @lennyism on twitter)

- Why do we think mobile means making sacrifices? Utilizing the right method to meet objectives should mean no sacrificing. (postured by Annie Pettit – @LoveStats)

- Every sentiment tool has errors. Sentiment analysis is just about meaningless unless emotion analysis is included. (David Johnson – @decooda)

- Mobile isn’t a channel for research, it describes people. (Roxana Strohmenger, Forrester)

- Research shouldn’t feel like research, it should be fun, engaging, enticing… (Brandon Beeken – @wayin)

- If you don’t know what to do with the data, it doesn’t matter how big or little it is. Research is not about the data, it is about understanding the business and its issues. (Gayle Lloyd, Hillenbrand)

Sadly, I’m not available to attend Day 2 of the conference, but I will certainly be following the conversation on twitter to catch the highlights, and I’ll read every blog post I can stemming from the conference!

If you attended the conference, what were your key takeaways? If you blogged about it, please share!

Filed Under: Market Research, Social Media, Technology Tagged With: , , , , , , , , ,

STATS! What I Learned Today on Twitter

May 18, 2011 By mllemire Leave a Comment

When I got to work this morning, I went through my usual routine: inbox sorted – check; voicemails heard – check; Tweetdeck opened – check.

And there it was – payoff for less than two minutes of “tweeting” this morning. 23 (that’s twenty-three) Social Media Facts to Share with Executives. Oh yeah, that’s what I’m talking about. Gimme the facts and figures and I’ll make ‘em count in my research!

Did you know that Facebook accounts for almost 9% of ALL website visits in the US? And by 2012, half of the Internet users in the WORLD will have a Facebook account?

And bonus!  Here are some phone stats:

  • 63.2 million people in the US own smart phones, and that’s up 60% over last year (ReachLocal)
  • 79% of smart phone users use their devices to help with shopping and 74% have purchased as a result (ReachLocal)
  • The mobile web is expected to surpass desktop internet use by 2015 (ReachLocal)

And how about these cool stats on communities?

  • 78.6% of consumers have joined a company’s community to get more information on the company (Universal McCann)
  • 71% of community members say they are more likely to purchase from brand (Universal McCann)
  • 66% of company community members note that the community has made them more loyal to a brand (Universal McCann)
  • 63% of corporate community members note that they will recommend brand to friends/family (Universal McCann)

Kudos to Jeff Esposito for sharing, and kudos to all the tweeps (that’s twitter users for those unfamiliar with the Twitter lingo) who helped spread the word on this and other useful information that keeps me relevant in my world of research.

Here are a few of my other great stat finds of the day:

If you’re not tweeting, you’re missing out on these and so many other relevant stats, and other great information… or at least you’re searching harder!

Filed Under: Market Research, Social Media, Technology, Uncategorized, Work Tagged With: , , , , , , , , , ,

Philanthopy Or All About Me?

October 19, 2010 By mllemire 2 Comments

We all know it’s “good” to give back. Since we don’t all have money to spare, we may choose to donate our time and share knowledge. It’s all philanthropic, after all. Or is it? Volunteering can actually help you more than it helps others, if you are open to the sort of opportunities it can provide.

Having volunteered for a local nonprofit marketing organization for more than five years, I’ve become keenly aware of these opportunities and their potential impact on careers.

Here are the top five things I’ve learned from volunteering:

5: Nuggets are gold. If you walk away with any new or usable information from an encounter – either with another volunteer, at a meeting, in doing an assignment, or just reading an email, you are richer than before. Seek and cherish the opportunities to glean knowledge, and be sure to share in return.

4: Delegating is GOOD.  Recruit help.  Sometimes it’s easier to oversee a small group of volunteers than to do it all yourself. And, as an added bonuus, this falls under “manager training” on your resume.

3: You are allowed to fail.  Volunteering can offer a safer environment for testing the waters, taking risks, trying new things, learning from mistakes… And a good organization will meet failure with support, learn from it, and move forward boldly with the new learnings.  Capitalize on this.

2: You WILL meet people. Expanding your network is never a bad thing. And, if you’re open to it, you just might make a friend or two!

1: It can be about YOU.  Volunteering can be custom-fit. You have it in your power to mold your volunteer role into THE perfect opportunity for you.  Focus on your résumé by exploring possible careers, taking on new challenges, developing leadership skills, building technical knowledge… imagine the possibilities!

What’s been your biggest take-away from volunteering?

Filed Under: Play, Volunteer, Work Tagged With: , , , , , , ,

HELLO – My Name is Michelle and I’m a Workaholic…

September 21, 2010 By mllemire Leave a Comment

Now, I’ve accepted it and publicly admitted to it, so I can move forward with change. Like so many of the marketing professionals I know and encounter, I need more life in my work/life balance.  I am the only one who can do anything about that, and it is well within my power to do so.

Establishing balance can reduce stress, circumvent ineffectiveness and burnout, and ward off that not-so-positive attitude. We all know this, yet we prioritize work at the expense of our personal lives, rarely if ever, stopping to reflect on the bigger equation. When we spend time on work this weekend, we are actually trading away our personal lives for work…for someone else’s buck…for someone else’s life balance. Hmmm…are we not as important?

At least part of the reason We do this is because finding balance isn’t easy.  It takes work and commitment on top of a priorities adjustment. Somehow we convince ourselves that spending more hours “on the clock” equates to better performance in the eyes of management.  But, is your boss really aware? Does management truly recognize the hours we spend on our own time as “above and beyond” or have we set the expectation that we are willing to work the jobs of more than one person?

I offer you a few of the things I am now focused on because my personal life should get at least as much respect and attention as my professional life:

1. I am now scheduling personal time.  Yep, fun and relaxation, workouts, lunch, coffee, TV, etc. are now on my calendar because I work my days to that calendar and if the time is blocked, I will stick to the schedule.

2. I am learning to say “no”. As it turns out, I don’t always have to be the hero.  And it is okay to allow room for someone else to step up. This one is hard for me because of my personality, so it will take practice, practice, practice…

3. I am setting more personal goals, including blogging more, getting fit (and losing those darn stubborn ten pounds), reading several books and FUN articles in my not-necessarily-work-related pile, and planning a much overdue vacation.

Remember, balance will improve your whole life – personal and professional. So tell me, what do you do to add more balance to your life?

Image used under creative commons by James Jordan
Filed Under: Play, Work Tagged With: , , , ,

Just Say No To Research!

September 7, 2010 By mllemire 4 Comments

As much as I advocate for market research (um, every day), I also know there are many reasons NOT to move forward with a research project, and they are not always so obvious.  A few I am specifically mindful of are:

The Decision Is Already Made
Will the concept launch before the research results are in?  Will the ad move forward despite the findings of the research?  Is it impossible at this stage to change the packaging even if it’s what the customer wants?  In every research consultation, I ask my clients “what will you do if the results we get are the opposite of what you’re expecting?”  If the answer is “nothing”, then I know the decision has already been made and we can move the discussion in a different direction.

The Answer is Already Known
There are two types of market research – primary and secondary.  Primary research is research that is tailored to specific needs, like ad testing or customer satisfaction.  Secondary research is basically the collection and utilization of data/results from previous research efforts conducted either internally or externally.  A good example of this is the data collected by the government in the US census.

Before going out to conduct your own research, you should consider whether your question has been asked before and where the answer(s) could be found.  By starting with secondary research, you can avoid wasting resources to gather information that already exists.

The Cost Outweighs The Benefit
This is self-explanatory.  If a $50,000 research project could save the company up to $50,000, then the research may not be worth the effort.

It Will Alienate Customers (Or Potential Customers)
Alienating customers is never a good thing.  And let’s face it, surveys just aren’t always as fun for the respondent as we would hope, especially if poorly executed. Before conducting that market research project, ask yourself if it could incite an undesired response.  How wise would it really be to ask your customers if they’ve heard of the completely bogus lawsuit against you?

It’s Just Nice To Know
Is the information NEEDED or just WANTED?  If a study’s primary objective is to deliver some nice to know information, it may not be a good idea.  Generally, people (your customers included) will tire of giving you feedback.  There are only so many surveys a person will tolerate in a given period of time, so it is always best to minimize the number of studies you conduct.  Reserve research for the need to know and respect your respondents’ time.

So, before taking a ride on the research bandwagon, ask the tough questions. It may just save you a few pennies and other resources that can be reallocated to that ever-elusive but oh-so-needed segmentation study.

What tough questions do you ask?

Filed Under: Market Research Tagged With: , , ,

Tech Envy

August 24, 2010 By mllemire 1 Comment

Anxious for weeks before it came out, I couldn’t wait to get my hands on the Blackberry Bold 9700. I’ve been a Blackberry addict since I bought my first one in 2003, and like many of you, I’ve worked my way up though the next gens year after year, tossing the old and embracing the new as fast as my pocketbook would allow me. Last year, that next gen was the Bold. I loved it – with its high res screen, mega great camera, and sleek style, it was so much more than I had imagined.

And then there was the Bold 9700. No trackball. Need I say more? *so nice*

And now the Droid X is taunting me. With its gargantuan screen and apps-a-million (including some highly addictive games), the Droid X takes mobile social to the next level. The Gowalla app is a dream compared to the one I muddle through on my Bold. The Twitter app has so much more functionality. The Foursquare app… The GetGlue app… you get the picture.

I now have non-Blackberry envy! An impossible thought less than a year ago when I was forking over my hard-earned cash to maintain my early adopter status in the world of Blackberry. Did I mention that I did NOT qualify for an upgrade at that time?

I am a clearly a tech-junkie. An addict. I have no self control. Even now I’m scheming to defect from AT&T and join the Verizon crowd, shiny new Droid X in hand. I will be Miss Mobile Social then!

And yet I know with the new year will come a plethora of nice shiny new mobile phones that will seduce me one by one. Maybe I should consider a second job…

Is the price of early adoption really worth it?

Filed Under: Play, Social Media, Technology Tagged With: , , , ,

Should Market Researchers Be Social?

August 13, 2010 By mllemire 8 Comments

Many of my market researcher friends and peers are baffled at the amount of energy I put into being social online. And perhaps I do spend too many hours each week on Twitter, Facebook, Foursquare, LinkedIn, GetGlue, iLike… (you get the picture). But, in my defense, social media is taking the world by storm. Business are clammoring to get in on the action and those who aren’t at least considering how to utilize social media in their marketing strategy will be left in the dust by their competitors. This is viral. It’s word of mouth. And what business doesn’t want their customers touting their products/services to their friends, family, doctor, grocer, lady on the street with the dog in the sweater…?

There is a point to this. As a market researcher, who are your clients? Among them are Marketing, Brand, Marcom… Departments responsible for reaching out to the marketplace to establish awareness of the brand with targeted messaging. And these clients, if they know what they’re doing, engage market research to help them test and strengthen that message. As a market researcher, it is my job to understand the best ways to do this. And that means I have to know what the options are. With more methodologies in my toolkit, I can be more effective. (Sadly, focus groups cannot be used to answer every question.)

So how does social media play into all this? It’s simple. When the VP from Brand comes strolling into my office with ideas about using Twitter to field a survey, I can fully engage her in the conversation. In using the service, I am naturally aware of both the opportunities and limitations of such a methodology. And, in having the discussion I am poised to offer suggestions for other methods. I am the expert, after all, and my clients expect push back from me. They expect me to be in the know and offer viable recommendations.

So, simply put, it is my job to stay relevant. And today that means starting a blog. And later I’ll tweet about it.

What will you do next to stay relevant?

(image used under creative commons by Kristina B)
Filed Under: Market Research, Social Media, Work Tagged With: , , ,