What’s Trending on #MRX? Jeffery Henning’s #MRX Top 10 – November 13, 2012

By Jeffrey Henning

Of the 1,741 unique links shared on the Twitter #MRX community the past two weeks, here are 10 of the most retweeted.

1. GRIT Sneak Peek: Continued Mainstreaming Of Communities, Social, Mobile – Tamara Barber and Lenny Murphy share some interim results from the first 1,000 responses to the GreenBook Research Industry Trends report. They asked market research professionals, both client side and supplier side, “Which of these techniques and approaches do you see ahead in your future?” 48% expect to use online communities in the future, 41% expect to use mobile surveys and 37% social media analytics.
2. The 4 Killer Stats from the #ESOMAR 3D Conference– Jon Puleston of GMI shares four “killer” stats from ESOMAR 3D:
   • 350 out of 36,000: “How many useful comments Porsche managed to pick out from [manually] analyzing 36,000 social media comments about their cars.”
   • 240 hours: “The amount of time spent conducting manual free-text analysis by IPSOS OTX to process data from 1,000 Facebook users for one project.”
   • 0.18: “The correlation between aided awareness of a brand & purchase activity measured in some research conducted by Jannie Hofmyer and Alice Louw from TNS i.e. there is none. So why do we bother asking this question in a survey?”
   • 50%: “Average variation between the claimed online readership of various Dutch newspapers as [published] and the readership levels measured from behavioral measurement.”
3. Mobile Market Research: Magic or Myth? – Kristof de Wulf of Insites Consulting examines what he calls the myth that mobile research is a “full-option replacement of quantitative or in-depth qualitative research”.
4. ESOMAR and Mobile Market Research Association Launch New Guideline On Mobile Research – The trade organizations ESOMAR and MMRA have published a Guideline on Mobile Research covering “increasing use of smart phones, tablets, extended broadband and geo location services and how they may impact market research researchers practicing in the mobile field [and providing] practical assistance in areas such as online diaries, mobile ethnography, video and camera technology and mobile contextual data collection.”
5. Fright Night, Market Research Style – Katie Clark looks at the “scary side of market research”, rounding up links to worst practices, “Scary Matrix Questions” and queasy infographics.
6. Rateocracy and Its Impact on Market Research – Robert Moran examines the rise of “rateocracy”, ratings of the people, by the people, for the people. Unlike conventional customer satisfaction research, which is typically proprietary, the point of ratings is the publication of those ratings to other consumers. “We rate sellers on eBay, books on Amazon, local service providers on Angie’s List, restaurants on Yelp, vacation spots on TripAdvisor, employers on Glassdoor, movies on Rotten Tomatoes, and teachers on RateMyTeachers.com… Rateocracy beckons.” Robert foresees three different ways this might evolve and discusses its impact on research.
7. Triumph of the Nerds: Nate Silver Wins in 50 States – Chris Taylor reviews Nate Silver’s success at predicting the presidential outcome for all 50 states and considers its impact on the demand for big data and mathematical models.
8. Top 5 Google Hacks for Market Research Professionals – Google supports advanced search operators to help you narrow your search. The article discusses five operators that you can use in your research.
9. Salesforce cuts Jobs at Radian6 and Buddy Media – As Salesforce integrates Radian6 and Buddy Media, they cut “fewer than 100 people” from marketing and customer service.
10. Billions and Billions: Big Data becomes a Big Deal – Deloitte forecasts that Big Data industry revenues will have grown from below $100 million in 2009 to over $1 billion in 2012.

Note: This list is ordered by the relative measure of each link’s influence in the first week it debuted. A link’s influence is a tally of the influence of each Twitter user who shared the link and tagged it #MRX.