The Data Digest: Social Media - Boys vs Girls

Reineke Reitsma [Posted by Reineke Reitsma]

Social networking, watching user-created video, and listening to user-created audio online are at the top of social media activities that youth engage in at least monthly. Data from our Technographics online US Youth survey shows that boys and girls use social media in different ways.

Girls favor communication activities, such as posting comments on other people’s profiles, commenting on blogs, and contributing to online discussion groups and they are also more active at maintaining their own blogs and Web pages.

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The Future Of Research: Building A 3-Dimensional View Of The Customer

Reineke Reitsma [Posted by Reineke Reitsma]

For a new report I'm writing I'm looking into knowledge management and what this means for Market Research. Currently, in most market research department each survey is a standalone project and it's close to non-existent that results are analyzed across surveys or data sources for gathering insights and trends. On the other side of the house there are colleagues analyzing web statistics, DM and email marketing data, brand trackers, and CRM outcomes.

However, this set-up will no longer be acceptable in the future. Consumers connect with companies through different channels and leave their feedback about the company in different places. They expect companies to understand that and they dont want to be asked about things they already shared.

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Forrester's First MROC Vendor Evaluation Report Is Live!

Tamara Barber [Posted by Tamara Barber]

I am oh so happy to report that our Forrester Wave on Full Service MROC vendors is now live on our site. This is the first time Forrester has done a Wave on this market, I sincerely hope our clients will find it chock-full of valuable info on the six vendors we reviewed: Communispace, Gongos Research, KL Communications, MarketTools, Passenger, and Vision Critical.

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The Data Digest: Affluent Consumers' Financial Contact Needs

Reineke Reitsma [Posted by Reineke Reitsma]

Affluent consumers have different expectations from their financial institution. Data from our Technographics online Affluent survey shows that while online affluent consumers prefer the Web over phone and in-person for getting balances and checking holdings, 58% prefer in-person meetings with their advisor for long-term financial goal planning.i

Affluent online consumers like to use the Web to update themselves on their investments, but they don't have a need for mobile tracking yet: A mere 6% of affluent consumers with a mobile phone are using mobile investing. The main reason: lack of urgency.

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Considerations in Forecasting

In my role as forecast analyst,
a day doesn’t go by where someone doesn’t ask a question like the
following, “did you account for X in your Y forecast?”  The answer is
almost always in the affirmative as our methodology incorporates a lot of
research and pulls in a wide range of perspectives.  However, producing
reliable and actionable forecasts is an exercise in prioritization so not every
influencer becomes explicit in the model. 

 

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The Evolution of the MROC

Tamara Barber [Posted by Tamara Barber]

As a prelude to our Wave on full service MROC vendors, we recently released results  from a survey on market researchers’ use of communities. The findings highlight the fact that this is still a nascent methodology but one that researchers are no doubt interested in. Based on my view of the current vendor landscape, here is where my head’s at after mulling over the survey results:

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The Data Digest: Shopping Cart Abandonment

Reineke Reitsma [Posted by Reineke Reitsma]

Many consumers put products in the shopping cart when researching and shopping online but never make the deal. Data from our North American Technographics online survey shows that shopping carts support consumers in their buying process, on the site and across sites.

Abandon-shopping-cart

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Adaptive Brand Marketing And Market Research

Reineke Reitsma [Posted by Reineke Reitsma]

I'd like to draw your attention to a recent post of my colleague Lisa Bradner at our Marketing Leadership Blog. Her new report, Adaptive Brand Marketing helps companies re-think their approach to brand management in a world where brand messages are no longer a one-way push, but in fact are shaped by consumers as they interact with and react to brands. Advertising Age has a lengthy write-up that focuses on one element of the report: what Adaptive Brand Marketing means for the future of the brand manager.

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Infographic (or video again): Did You Know Version 4.0

Reineke Reitsma [Posted by Reineke Reitsma]

This is a follow-up video to the one I posted last week about how technology has changed the world. This video shows how consumers' use of these new technologies affects traditional media channels and communication patterns.

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Forrester Consumer Forum: Forecasts And Consumer Trends Presentations

Reineke Reitsma [Posted by Reineke Reitsma]

My colleagues and I are busy preparing our Forrester’s Consumer Forum presentations. I'd like to invite you to two Technographics Theatre presentations that give more insight into Forrester’s data capabilities. My team members Andrew and Vikram will share highlights from our global benchmark survey data, as well as our forecast data, examining technology-driven trends in consumer behavior.

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