The "New Mover" Myth

On January 1st I became a resident of Florida -- my wife and I joke that after the collective 63 years that she, our two kids, and I have spent in New York, that we’re just doing what so many other 63-year-old New Yorkers do -- and headed to the Florida sun. As a migrant, I’ve been closely monitoring the communication that I receive from companies.

So many data and database vendors promote their “new mover” and “pre-mover” offerings that help identify when someone has recently moved house or is about to do so. And although this wasn’t a formal experiment -- and I recognize that I’m a case study of one (or four if you count the family) -- I wanted to observe how companies adjusted their communication once we moved. I should point out that I deliberately didn’t register a change of address with the US Postal Service.

And so far? Zilch. We’ve cancelled and connected cable; switched our address with our credit card issuers, banks, and cell phone companies; registered for new schools; and the only unusual action of late was when American Express denied a charge on my credit card as part of its fraud protection program. Meanwhile, we’ve opened new bank accounts and purchased new appliances, electronics, furniture, and a host of other “new mover” items -- purchase decisions that many marketers would love to have had the opportunity to influence. Again, we may be an isolated case, but if your vendor is selling you “new mover” and “pre-mover” data, have you assessed the quality, timeliness, and accuracy lately?

Meanwhile, if you’re in South Florida, don’t hesitate to look me up!

Cheers,

Dave

What’s On Tap For MROCs In 2011

It’s been a little over a year since I published my Wave on market research online community (MROC) vendors, and a new report of mine now takes a look at how the space has evolved, and where it’s going for 2011. (For clients, I encourage you take a look at the report: here) There are a number of step-changes that I outline, and here are a just few of the highlights:

Mobile: It’s no secret that consumers have tuned-in to mobile in a big way, and MROC platform vendors are now building in tools that will extend the community experience further into this channel. Mobile access to the community through mobile Web sites and apps is quickly becoming part of the table-stakes when it comes to the kinds of functionality that a platform should have. Consumers simply expect to be able to do most web-based activities on their phone as well. Look for more companies do what Gongos Research did and launch their own mobile apps specifically for MROCs.

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