Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences

Nate Elliott

Nate Elliott[Posted by Nate Elliott. Follow me on twitter.]

Yesterday we published a case study that I'm really excited about, covering how the NHL used tweet-ups to create excitement for the 2009 Stanley Cup playoffs. The league worked with fans to organize a series of events that took place simultaneously around the world on the opening night of the playoffs. I had a chance to attend the tweet-up in Vancouver, and thought they were a great example of the power of both online and offline influence.

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Less Is More For MSN.com

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Last night Microsoft launched a new look and feel for msn.com to a limited number of consumers.  The new design will roll out to the mainstream in January.

Forrester got a sneak peak of the new-and-improved interface in October.

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Which online consumer trends will dominate 2010?

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

You are invited to attend a complimentary live Webinar with myself and Jacqueline Anderson on November 10, 11 a.m. EST on “Top 3 Online Consumer Trends to Watch in 2010”

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Assumption Personas (handle with care)

Jonathan Browne

Jon-Browne

[Posted by Jonathan Browne]

About ten years ago, when Forrester was writing some of our early research on effective Web design, we noticed a pattern among leading companies. They told us they were finding it very helpful to use design personas - models of customers based on qualitative research into real customers, but presented as vivid stories about individuals (not segment descriptions). These tools enabled them to stay focused on the needs of their most important customers when designing online experiences.

Since then, design personas have become fairly mainstream design tools in North American companies, and increasingly common in Europe and Japan - not only for Web design, but across all channels. However, the quality of personas varies enormously from company to company. For example, I'm evaluating personas from UK interactive agencies at the moment and although some are clearly well researched, engaging, helpful to designers and believable, others seem to be mere stereotypes.

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Is The Other Shoe Dropping In Panel Quality?

Brad Bortner

Some recent events make me hopeful that major moves are afoot with enhancing panel quality.

Since the beginning of online surveys, there have been questions about how clean the online panels that enable them are. Questions abounded about representativeness, fraud, professional survey takers, inattentive survey takers and the like. The response from panel vendors has been that they have strong measures in place, and that the problems were overstated. Naysayers have claimed bad sample numbers that range from 20-30%. Buyer's of sample were largely in a "trust me" position, since most of the quality measures were in the hands of the panel vendor. Associations (such as ESOMAR and ARF), have come up with protocols that all good panels should follow, and many have.

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Why Are Marketers So Bad At Measuring Social Media? (And How Can They Get Better?)

Nate Elliott

Nate Elliott[Posted by Nate Elliott. Follow me on twitter.]

Marketers don't think they're very good at measuring social media. 
When my colleague Emily Riley asked marketers to
rate their ability to measure the impact of their social media
initiatives, the average grade they gave themselves was 4.5 out of 10.
Not a great score -- especially given that accountability is one of the
key selling points of interactive marketing. So I've spent a lot of
time this year trying to understand why marketers aren't good at
measuring social media -- and how they can do better.

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This Year, US Online Holiday Retail Sales Will Be Up 8%

Sucharita  Mulpuru

Sucharita Mulpuru

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New VPR for IT Management Software - Call For Submittals

Peter O'Neill

By Peter O'Neill

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Innovative Ways To Gather Consumer Insight In A 3D World

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

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:

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The Data Digest: Social Media - Boys vs Girls

Reineke Reitsma

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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