Battle of the Methodologies

Many of you are probably already planning on attending IIeX (Insight Innovation Exchange) in Atlanta June 16th-18th. I’ve spoken at their previous events and talked to many attendees who liked the excitement and ability to explore many of the new techniques vying for attention in the consumer insights space.

That’s why this year I was very excited to be asked to take part in a very special panel, one that I understand will be a Battle of the Methodologies!

Let me explain. The folks over at GreenBook identified the four Next Gen Research techniques which have been most disruptive to the status quo. Some like social media monitoring are relatively new and somewhat unproven, others like neuromarketing, MROCs, Mobile and (arguably) also text analytics have been around for quite some time. However all have now reached mainstream and are being considered by research directors globally.

A key leader in each of these areas was then selected and asked if they would like to participate in a debate panel explaining why their research technique/methodology is more important than any of the others – the method to rule them all!

OK, I know, in fact I think most of us know that no methodology/technique is the correct approach 100% of the time, and that problem and data identification should always come before selecting the proper method. However, that doesn’t mean that all techniques are equally proven, useful, efficient and – yes – important.

That is up for debate, and it’s a debate worth having. Therefore I’m very honored and excited to participate in this methodology brawl with my esteemed colleagues, each of whom is a pioneer in their own respective discipline. Taking part will be:

REPRESENTING TEXT ANALYTICS

Yours truly, Tom H. C. Anderson, Founder of Anderson Analytics – OdinText a Next Generation Text Analytics solution.

REPRESENTING SOCIAL MEDIA MONITORING

Michalis A. Michael, CEO at DigitalMR, which is a digital market research consultancy with proprietary platforms for social media listening and private online communities.

REPRESENTING MOBILE

Mark Michelson, CEO of Threads Strategic Research & Consulting, and Executive Director MMRA (Mobile Marketing Research Association).

REPRESENTING MROCS (MARKETING RESEARCH ONLINE COMMUNITIES)

Niels Schillewaert, PhD. Managing Partner and Founder of InSites Consulting, a new generation agency stretching boundaries of marketing research. Helping global brands become locally relevant.

REPRESENTING NEUROMARKETING

Dr. Steve Genco, Managing Partner, Intuitive Consumer Insights LLC and co-author of Neuromarketing for Dummies 

Additionally the panel will be moderated by none other than Eileen Campbell, Chief Marketing Officer at IMAX (Previously CEO of Millward Brown – WPP agency group)

Certainly there is some overlap in expertise and offering among some of the panelists. That said, it’s bound to be a bloody battle – may the best methodology win!

If you’ll be attending the event please let me know. I’ll need all the support I can get. 😉