Archive for the ‘Uncategorized’ Category

Happy Monday!

As most digital marketers now know, Facebook Insights has been upgraded.  If your content strategies are driven by what consumers are saying &/or engaging with (we hope this is everyone…), this is great news & can be a useful tool for your team!

There are many websites & blogs talking about this, mostly regurgitating what Facebook sent out in their original announcement, which you can check out here.  While working on the June social media report for Aidmatrix Digital Ball (check out this awesome, philanthropic event in November!) our team dove into the new insights, & we wanted to share our internal notes highlighting some of the updates we see valuable.  So, here they are in pretty much the same way we emailed them internally — enjoy!

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  • The “Overview” nav is straightforward and nothing too useful at this level (other than general updates we’re use to). That said, the sub-nav once you click into something (“Page Likes”, for example) is pretty sweet.
  • From the “Overview” nav, when you click down into “Page Likes”, “Post Reach” or “Engagement” that’s when it starts to get cool. The first thing you’ll notice is how to change the dates — it’s just a slick sliding scale you simply drag with the mouse which is really convenient for assessing spikes, drops, etc. 
  • Within the “Page Likes” tab at the bottom is the “Where Your Likes Came From” section. This will provide some valuable info for any brands (definitely some of our retail/resto brands) putting a lot of emphasis on mobile engagement.
  • From here, you can click over into the “Page Visits” tab which is even cooler — telling you what tabs on the page people hit, breaking out check-ins really nicely & graphically representing “External Referrals”.
  • Now, let’s look under the “Posts” nav. Within this, under the “All Posts” sub-nav, you can toggle the “Reach” section to a couple different options. The one I find interesting is the “Fans/Non fans” options as this shows the breakdown of your reach in great detail. You can see what was engaging within your fan base but, more importantly, what was popular outside of the current fans to then reach new consumers & grow the network.
  • While we’re talking about toggling here, the “Engagement” tab has an option to show us the number of “Post Clicks”. From what I recall, we have always just been able to see likes, comments or shares, but this now allows us to show how many people clicked into the post, regardless of whether they took any action. It’s great to know how many people are technically making a click commitment to posts (where we couldn’t have known this before), but we can also dive in to see the % of how many click vs. like/comment/share, etc. All good things to dive deeper into.
  • Also under “Engagement”, you can toggle this to provide an “Engagement Rate” to save time on calculating it. This also takes into account the clicks mentioned above.
  • The “When your Fans are Online” tab is a cool visualization showing optimal times to post based on the page fans habits, instead of industry norms & guesstimates. 
  • The “Best Post Types” is really just a clean summary of the “All Posts” section, but will definitely save some time.
  • The last nav button, “People” (so there is Overview, Page, Posts, People), has all the demo information, but also has cool “People Reached” & “People Engaged” tabs which show those things as subsets of your total demo — pretty cool stuff.

If you think we missed something that could be valuable for others — or you have some tips outside of these — please let us know in the comments!

Have a great week,

The SPYCH Team


Here is something to chew on as you start to wrap up 2010 and hopefully have already begun thinking about 2011.  I want to know your thoughts as well, so please share!

The walls fall down:

Researchers are finally going to get sick of talking about this qual/quant divide.  So many blended advancements will also help to break bricks and create a universal language which we will call understanding.  That is, understanding the consumer first as a person (More on that in a bit).

Another barrier that will continue to deteriorate in the 2011 is this MR silo.  It’s inefficient and quickly becoming a barrier to the almighty Understanding…at least in achieving it in an effective and efficient means.  MR is going to be a facet of the entire communications/customer relationship mix.  Those walls between marketing/advertising/PR/etc. are coming down too.  MR will follow.  Communications, driven by the consumer, are too fast to have completely segregated teams trying to keep up.  That gap between the marketing and MR teams will diminish rapidly, and it’s okay…I promise!

Consumer is King:

We’ve gone through content, the message, the medium, and a bunch of other manifestations of king, but the true focus will be on the consumer, and not as a customer….as a person.  Panel/sample providers will focus on better knowledge of them.  Researcher/moderators will focus on better relating to them.  Companies/brands will focus on treating them and communicating with them in better formats.  B2C, B2C, C2C, it’s all the same when you drill down to the basics of humanity….unless you sell to robots.  People have wants and needs, they are rational and irrational, and people work with and buy from people they like.  Are you likeable?

V=[(R+T)/A]-P:

It looks confusing, but it isn’t.  It’s about value.  It always has been, and always will be!  Value equals Relevance and Timeliness over accountability, minus price.

Expectations of relevance are extremely high, and will continue to grow even higher.  The digital persona provides a high-level of detail about our lives, wants and needs.  As people, we expect communications to be tailored and relevant, it will be researchers’ jobs to translate and interpret into digestible and executable bites.

Timeliness is redefined.  People expect faster results from Companies, Companies want faster results from MR and MR wants faster support from its suppliers.  Nothing will change that.  It’s do or die.  Embrace the tools that serve as a life vest because the storm is coming.

People want that same level of highly tailored relevance every time they interact and engage a brand.  They expect the brand to be accountable, and they will find someone else if the brand falls short.

Price is not irrelevant; it’s just not the most important piece of the pie.  Sometimes the reduction in price/monetary value is not a cheapening of status, but more-so a re-balancing and association with relevance and overall worth.  Consumers will pay more for greater value in return.  With the advancement of transparency through social media there are just less places to hide.

Under the Influence:

This whole rise of interest in the influencer model is not a fad.  Influence matters and the way in which people obtain, sustain and utilize influence will be highly studied by companies and researchers.  Do you have influence?  What is influence?  How do I get it?  What do I do with it?  How do I measure it?  Figure out the answers to those questions, because your clients are going to ask you for them.  Researchers will need to know how to identify, relate to, understand and utilize influence in the world of communication.

Hybrids:

I’m not talking about cars.  I am talking about the blend between what we call traditional and new, in-person and online, and quant and qual.  After the walls come down, we build new ponds where ecosystems consisting of appropriate blends and mixes of these variables exist in not only harmony, but synergy.  Many researchers talk about the ideal projects where clients approach them with a problem in need of a solution, rather than a request in need of a bid.  Well, I fell like you will have your chance 2011, are you ready?  We will need to know the full plethora of research solutions and how they best apply to providing specific solutions to client problems.

Mobility:

The smallest of the “three screens” is going to be the most important in 2011.  If you look at the formula for value I portrayed above, then it’s no surprise that mobile devices have a huge play in 2011.  We have only scratched the surface of what we can do with mobile.  Get ready for amazing advancements in 2011!

Leadership and Collaboration:

We’ve talked about influence, now let’s talk leadership and collaboration.  We have driven to such specialization in today’s world that in order to keep up, things are going to have to do a bit more consolidating in order to be most effective.  I see smaller companies being incorporated into bigger ones and several companies who are smaller and more specialize teaming up to go after bigger wins and offer more complete solutions.  It’s not really a surprise; it’s history.  If you are seen as a leader in the space your role with clients will evolve in 2011, from leading individual projects, to more of a consultative partnership with clients (this is a good thing!).

Collaboration on the consumer side of things is not too much different.  We’ve made enough mistakes in collaborative design and crowd sourcing that in 2011 we will maximize its efficiency and effectiveness.  It’s really not that different of a total concept from what he have always done in MR.  As researchers, our job has revolved around crowd sourcing ideas, concepts, feedback etc.

This list does not serve as an exhaustive list of changes to expect in 2011, and I may even post some additional thoughts at a later date.  But, I think it gives us something to think about, and discuss as a starting point.  What do you think?  What is missing?  What points do you argue?

Thanks for stopping by!

QRCA 2009 (Post Day 1)

Posted: October 8, 2009 by Ben Smithee in Uncategorized

Waking up to a view of the mountains in a beautiful hotel full of some of the truly most brilliant minds in the qualitative research industry leaves little to be desired!  The beginning of my second ever QRCA Annual Conference has been phenomenal!  The amount of passion and experience that grace these conference rooms this week is a beautiful thing.

The week started with a great rad trip with Abby Leafe and Kate Wagenlander from LAX out here to Palm Springs.  Passing by the wind-farms, we soon arrived in the astonishing destination of Indian Wells.  Golf on Tuesday morning, a couple of online focus groups and the conference was off to a sprint!  Currently serving as the chair of the Pharma/Healthcare SIG and on the Member Benefits Taskforce I had the opportunity to be a part of the leadership meeting that took place yesterday AM and was somewhat in awe the whole time.  The direction I see QRCA going is something that excites me, and makes me want to continually help other researcher find their way to QRCA.  It really is an organization about Passion for a craft, Education for industry professionals and Motivation and Networking for its members, who are often lone wolves in the hectic life of market research.

I started the educational portion of the conference with a presentation from Ricardo Lopez and Dorrie Paynter on Social Media for Social Media in Business Develop and Marketing.  They did a great job!  Really solid job of laying down the basics, relating the information to the audience and keeping it REAL!  Ricardo is an expert in Hispanic research and is someone who I have begun to communicate with online quite often!  Dorrie is phenomenal and also has become a digital friend, that I have finally met IRL.

Nest up was the Annual Meeting led by our new President, Abby Leafe!  She did a wonderful job and is going to help lead QRCA to the next level!  Our new PR representation was introduced, and Matt really “gets it”.  I believe he will be a pivotal piece of enhancing the image and personality of QRCA as an organization.

Yesterday ended with the social evening and some of the most compelling pieces of QRCA were live and vibrant….the people factor!  QRCA is live and well and our members are more compelled to raise the bar by the minute!  If you have never been to conference before, you MUST check it out and see what I’m talking about!

The next few years are going to be an extremely exciting time for our industry and for QRCA.  The pulse of the conference is vibrant and the eagerness to lead the way is easily felt within the atmosphere here in Palm Springs!  We miss all of the QRC’s that could not make it!

Look for another update with pictures and some video soon 🙂

Follow the real-time updates on Twitter with #QRCA and #QRCAconf

Ben

QRCA 2009

Posted: October 5, 2009 by Ben Smithee in Uncategorized

Tomorrow, Spych heads to Palm Springs CA for the 2009 QRCA Annual Conference!

It will be a chance to interact and learn with other industry-leading qualitative researchers from around the globe!  Last year’s conference in Ft. Lauderdale was a great experience and a wonderful chance to network and see what the latest product and service offerings were as well.

This year, I will be presenting on “New Market Research” utilizing the Social Web and Social Media tools for qualitative research.  Elizabeth and I are looking forward to meeting several friends and moderators in-person and catching up with those who we have not had a chance to see since last year’s conference.  It will truly be a meeting of the minds for the qualitative research industry.

In preparing for the conference this year, I have thought about different ways to provide feedback and bridges to those who may not be able to make it in-person.  To help out, I will be speaking with and interviewing other moderators and industry professionals delivering the pulse of the conference and insights related to our rapidly evolving industry.  Along with my presentation, I will be moderating one of the round-table discussions and serving as an ambassador for one of our members attending the conference for the first time!  I hope to capture some videos and soundbites from the daily activities and hopefully you will keep up with us here and especially on Twitter – @SpychResearch and our Facebook Fan Page!

Communicate Rejuvenate Celebrate

Communicate Rejuvenate Celebrate

We’re Live!

Posted: July 28, 2009 by Ben Smithee in Uncategorized

A special thanks to the Singularity Design team!

we’ve been talking about it for some time now, and the new and improved Spych site is Live!

www.SpychResearch.com

Feel free to come visit and be sure to show Singularity some love as well.  They did an amazing job and have put in tremendous amounts of work into making this all come to life.

We look forward to hearing from you all soon!

Ben

The Evolving World of Market Research

Posted: March 25, 2009 by Ben Smithee in SXSW, Uncategorized
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There is no denying the fact that the market research industry is evolving and changing.

For the most part, we are finally past the days of leaving a facility with a stack of audio cassettes and VHS!  I could not help but get a kick out of the amount of e-mails I received touting the new capabilities of digital audio and video recordings.  Maybe it is the Gen Y part of our company culture, but I feel as market researcher in such an innovative environment, our industry should be at the cutting edge of advancement.  On the flip side, I believe if our clients were demanding that innovation and “push of the envelope” we would have been forced to change as an industry,many moons ago.

That being said, it is such a positive sign to see our clients and companies embracing innovative technology and methodologies! Seeing companies like Skittles and Tide take the leap into SM through Twitter s a sign researchers must be able to use and harness the power of SM.  Just this past week at #sxsw we were able to implement social media such as Twitter and Facebook into the complete market research process.  Starting with recruiting respondents, progressing through an interactive digital deliverable, we were able to incorporate different elements of social media and “web 2.0” applications to fully give our client an in-depth view of their target market.

As more and more companies begin to reach out to us and others about social media and other ways of advancing their voice, it will be interesting to see the way the MR industry responds.  Afterall, when you can incorporate blended techniques and methods to provide a plethora of rich insights to your clients, doing less would be a dis-service.  We are constantly evolving and findin new ways of gaining insights, so if you see something new and creative please share it with us!  We love hearing from companies and people who can help us offer enhanced solutions to our clients and on the other side, we welcome any questions that you may have!  That is truly the essence of what the SM “revolution” is about – a platform for universal info-sharing and collaboration!

If you are interested in finding out more regarding SM tools and how they can effectively be applied, try and join us at the AMA Beyond Borders Summit on April 15th of the DFW UPA Big (D)esign Conference on May 30th.  Ben Smithee will be speaking about SM 101 and ways that you can apply different tools in your own company culture and daily life, as well as tools that you can use to add value for your clients.  He will also tackle the ever-present challenge of showing the conversion and monetization aspects of SM.

So Much to Update!

Posted: March 2, 2009 by Ben Smithee in Uncategorized
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This past week was an amazing week!

I was in TX and had several extremely productive meetings!  I reconnected with some current contacts and made several new potential partners and friends for Spych.  A couple updates at a glance:

  • Spych at SXSW interviewing attendees, speakers, panel members
  • Ben to speak at 2009 DFW UPA Big (D)esign Conference at the Art Institute of Dallas – May 30th co-presenting with Elysa Rice of http://www.genpink.com
  • Additional potential speaking engagements – AMA Beyond Borders, AMA Market Research SIG
  • Met with Michaela Mora who will be working with the Spych team for the SXSW festival – Excellent Quant researcher
  • Further developed relationship with Zachry Associates – great things to come!!!
  • John Snowden – http://blip.tv/file/1452958/ will be the lead videographer for the SXSW Spych Interviews – Check out his great work!!
  • Several new potential partners interested in Social Media and Marketing Spych workshops

Those just to name a few, plus more exciting news and updates as they develop!

In addition, We are soon to reveal the new look for Spych!  We should receive final materials from Singularity – http://www.singularitydesign.com the new look is great and we hope that you will be equally excited about it!

We have also made many new friends on Twitter and hope to get the chance to interview some key bloggers and social media gurus down in Austin.  If you are going to attend SXSW follow us – spychresearch – on twitter and get the latest updates!

All for now!!