At the end of October I hosted a Consumer Market Research Track Session at the Forrester Consumer Forum in Chicago, and one of the speakers was Gian Fulgoni, CEO from Comscore.
For years, a debate has raged in the online space about the merits of panel-centric versus site-centric measurement, and with companies now trying to get a grip on the behavior of consumers across multiple channels, measurement complexity will only increase. Gian showed a slide that nicely summarizes the debate between site measurement (Web analytics) and audience measurement (panel based):
Recently I did some interviews with consumer market researchers to better understand what’s on their minds. One of the issues that kept coming up in the conversations was around the lack of influence on the follow-up on research results. One person summed it up quite nicely: “We’ve done this great project, got valuable insights, delivered the results, discussed conclusions and possible actions, got lots of praise and then … nothing happens”. It was the biggest frustration across all researchers I've talked to: how can you make people act upon the research results?
Last week I co-hosted a session at Forrester's Consumer Forum on innovative research. John Kearon, CEO of Brainjuicer, lead a discussion with panel members Sion Agami from Procter and Gamble, Jan Angel from Altria and Bob Pankauskas from Allstate.
These three market researchers shared how introducing innovations to the research mix lead to additional insights and increased commitment from senior management. But it's not always easy. Some best practices they've shared with the audience: