Is Tradition Getting In The Way Of 21st Century Research?

Tamara Barber [Posted by Tamara Barber]

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The Power Of Social Media - Lessons For Market Research

Tamara Barber [Posted by Tamara Barber]

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Research Will Shape Your Multicultural Online Strategy

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 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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Four Tips For Building A Multicultural Strategy

Tamara Barber [Posted by Tamara Barber]

Last week, I had the pleasure of attending the Association of National Advertisers’ Multicultural Marketing and Diversity Conference. For any multicultural marketers who have not been there, I would highly recommend it to get your finger on the pulse of what top client-side and agency marketers are doing to reach Hispanic, African-American, and Asian-American audiences.

As a panelist on the only session around how to reach Hispanics using digital channels, I was struck by the fact that many marketers still need convincing that Hispanic consumers are, indeed, online. Here are some other top-line themes that came out of the day I was there:

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The Influence Of Cord-Cutters On Research Quality

Tamara Barber [Posted by Tamara Barber]

Our consumer research at Forrester hinges on using the best research methodologies to reach the audiences we’re capturing in North America, Europe, Asia-Pacific and Latin America. However, the growing number of cord-cutters in Europe and the US means that traditional landline phone surveys reach less of the population. While Europe still has a higher rate of cord-cutting, US consumers' willingness to give up their landlines is growing steadily and is now in the double digits.

Mobile-only-US

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Research Panels vs Research Communities -- What's the difference?

Tamara Barber [Posted by Tamara Barber]

I’m currently working on a piece of research we here at Forrester call the Wave, which is our vendor comparison methodology. I’m examining vendors in the Market Research Online Community (MROC) space and am very much looking forward to sharing my findings once the research is published.

In the meantime, I’ve been doing some soul searching on what differentiates a research community from a typical online panel. Vendors and clients alike generally have very specific views on the difference. Here’s a sampling of quotes from a recent survey I fielded on MROCs[i]:

“An online panel suggests that you'll be using it solely for survey research. While an online community is more involved - discussions, community building activities, as well as surveys.” 

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Hispanic Youth Are Influential And Empowered Spenders

Tamara Barber [Posted by Tamara Barber]

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In 2014, Will Spanish Still Matter To Online Hispanics?

I started at Forrester almost four years ago to launch our Hispanic Technograpics research. What I learned very quickly from our clients is that they had very limited insight into online Hispanic’s attitudes, behaviors, and language preference when online. Since then, I’ve published several reports that define Spanish-preferring Hispanics and explore topics such as the content they read online and how to measure the ROI of Spanish-language sites. We have three years of historical data showing that the Hispanic Spanish-preferring market is about half of online Hispanics and that these consumers are very active online. What we haven’t had, until now, is a forecast of the size of Hispanic online market moving forward. Earlier this year, we launched ForecastView, a syndicated product that will include 40 forecasts across different industries.

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