NRF Key Takeaways

A few key thoughts about the recent NRF Big Show in NYC last week:

1.  It was big – over 15,000 attendees, which puts it back in the realm of record years of 2007 and 2008.

2. It was optimistic – conversations were rampant about "How can I get up and running on the projects I put on hold last year?" Attendees were very interested in making investments to grow their businesses, not just get through the slowdown.

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A new Rung on the Social Technographics Ladder

We are bringing the Social Technographics ladder into 2010 with a new rung called "Conversationalists" to represent the very active communication style that has arisen recently within social media platforms like Twitter and Facebook.

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Interview on Marketing Voices

I was pleased to have the chance recently to speak with Jennifer Jones of the Marketing Voices podcast.

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Market Research 2010 Summarized In One Word: Listening

Recently I was asked  by Research Magazine to contribute to an article about market research in 2010. The caveat: I was only allowed ONE word to describe what I saw as the most important change, trend or force affecting market research in 2010.

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Nytimes.com: How to survive charging your readers

A storm has been brewing at The New York Times for a while now. Ever since TimesSelect -- the paid digital version of the Times -- was cancelled back in 2007, the "content wants to be free" crowd has danced around its proverbial grave, singing the equivalent of "ding, dong, paid media is dead." 

It's hard to argue against that viewpoint given the reality we're seeing: long-time newspapers closing their print editions entirely (see Seattle Post-Intelligencer), august magazines such as Gourmet shutting their doors, newspaper subscriptions at unprecedented lows, not to mention the power that Google has over the traffic that newspapers and magazines generate. Worse, our consumer surveys show us that 80% of US adults will choose not to pay for online newspaper or magazine content if they can't get it for free (see my colleague Sarah Rotman Epps' post on this for more).

It is amidst this maelstrom that nytimes.com is reportedly considering erecting a new pay wall -- one presumes a shiner, prettier one than the last wall, but a pay wall nonetheless. Read New York mag's take on the situation here. Not to put too fine a point on it, but this is a bad idea whose time has unfortunately come.

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Welcome Joe Stanhope to the Customer Intelligence team!

Happy New Year!  Okay, a bit late on that. However, I have some exciting news. I’m thrilled to announce the newest addition to Forrester’s Customer Intelligence (CI) team—Senior Analyst, Joe Stanhope. Joe starts on January 25, and he will be our go-to analyst for site optimization strategy, which includes coverage of Web analytics as well as online testing and targeting platforms.

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Qualitative Research For Hispanic Marketing

Lately, I’ve been having quite a few conversations with clients on the subtleties of understanding preference for and use of Spanish in marketing to US Hispanics. After attending some recent focus groups in which we spoke to both English and Spanish-speaking consumers, I was reminded of some key tenets on language use for this group:

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The Data Digest: PC Uptake In Brazil

Earlier we shared with you our excitement around our newest addition to the countries we now cover with Forrester Technographics: Latin America. For the ones less familiar with our Technographics offering, please see the text below the graphic.

Recently the data for LATAM came out of the field. Questions we cover include: How large is the PC market in Mexico and Brazil? What brand of PC have consumers purchased most recently? How are PC owners using their PCs?

Please find below some data on PC ownership in Brazil:

BrazilPC ownership

 

The PC markets in Mexico and Brazil are fairly well established, with at least half of consumers owning at least one PC in the home. Interestingly, almost half of the consumers in the low socioeconomic level in Brazil (C1C2) own at least one PC, in contrast to only one-quarter in Mexico (D+).

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2010 mobile trends

Having reviewed the 2009 trends, it’s now time to make some predictions for 2010!

I’m not going to say that 2010 will be “the year of mobile” or “the year of mobile marketing”. I think 2010 is more likley to be the "year that every firms needs a mobile strategy". Mobile is simply too disruptive to merely have a year. After all, who remembers the year of the TV or the year of the Internet? Instead, I think 2010 will be a key year in mobile's transition to center stage in the digital marketplace.

A new mobile decade is opening up, and now is the time to start your journey. In the past 10 years, mobile phones have changed the way we communicate and live. In the next 10 years, they will change the way we do business.

Rudy De Waelem a famous mobile blogger and event organizer, decided this year to ask many contributors to publish their thoughts for the coming mobile decade. I didn't contribute to it and it would be a bit late to join the bandwagon now that this slideshare presentation is the most read one, but I invite you to have a look at the below. Very inspiring! and congrats Rudy for your idea.

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B2B Marketing Mix and Budget Trends Survey: Please Participate!

For the third year, MarketingProfs and Forrester teamed up to author and field a survey that looks at business-to-business marketing mix and budget trends.

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