Research 2.0 Celine Matthiessen, Information Guru Red Leaf Consulting

Value of Secondary Value of secondary data: Due diligence, learn about the situation before construction of the research. Data may be available already to draw conclusions, answer questions, or solve a problem. The issues that may come up in designing the research can come up in the secondary research. Cheaper and could potentially yield more information than a custom study. Less time is spent on secondary searching than a study. More accurate data, as the survey sample size and elements. Aids in understanding the marketing problem and generating the action plan for a study. Paints a picture of the environment (consumer, industry, product or service ) allowing you to put your numbers in context.

Value of secondary data:

Due diligence, learn about the situation before construction of the research.

Data may be available already to draw conclusions, answer questions, or solve a problem. The issues that may come up in designing the research can come up in the secondary research.

Cheaper and could potentially yield more information than a custom study.

Less time is spent on secondary searching than a study.

More accurate data, as the survey sample size and elements.

Aids in understanding the marketing problem and generating the action plan for a study.

Paints a picture of the environment (consumer, industry, product or service ) allowing you to put your numbers in context.

Painting The Picture Trade Associations

Economic Indicators Economicindicators.gov NBER www.nber.org BEA www.bea.org Whitehouse.gov/esbr Economic Statistics Briefing Room Watchdogs/Analysts Dismalscientist.com at Economy.com (Moody’s) Economist.com GDP, Retail Sales, Home Starts, CPI, PPI, Consumer Expenditure, Personal Income, Unemployment

Economicindicators.gov

NBER www.nber.org

BEA www.bea.org

Whitehouse.gov/esbr Economic Statistics Briefing Room

Watchdogs/Analysts

Dismalscientist.com at Economy.com (Moody’s)

Economist.com

Consumer Confidence Conference Board- Consumer Confidence Index and Leading Indicators Michigan Consumer Sentiment Index Pollingreport.com

Conference Board- Consumer Confidence Index and Leading Indicators

Michigan Consumer Sentiment Index

Pollingreport.com

National Polls Harris Interactive Gallup Pew Consumer Reports Pets are members of the family and 2/3rds of pet owners buy their pets presents. Appetites for a wider selection of TV and movies online grows. 4 in 5 adults go online (178m) 62% of all Americans are part of a wireless mobile population. Teen content creators Hobbyists online Why people first went online and why they stayed. American food is top choice for those dining out. Americans satisfied with the lives they lead. Americans expect gas prices to increase 12% this year. More Americans choose to go green over economic growth. US women average 19 pairs of shoes. Sharing household chores is tops for a successful marriage.

Harris Interactive

Gallup

Pew

Consumer Reports

Trade Research Jewels on the site: Quick facts and figures Press Releases (Product Service Announcements) Conference Information “ State of the Industry” or “State of Technology” reports Branding/Positioning Association conducted research

Jewels on the site:

Quick facts and figures

Press Releases (Product Service Announcements)

Conference Information

“ State of the Industry” or “State of Technology” reports

Branding/Positioning

Association conducted research

Trade Research Blogs,RSS,Podcasts Virtual Exhibits Best In Class- Awards

Blogs,RSS,Podcasts

Virtual Exhibits

Best In Class- Awards

Blogs Technorati Front page is a generalized daily update on the trends in the blog world as well as mainstream media as an easy index to the latest news. 112.8 million blogs tracked they also rank blog entries by “authority” (# of linking blogs to a web site). You can also search the LiveWeb IceRocket- similar to Technorati, clean and simple without all the bells and whistles. Blogscope-visualization tool on the blog world 25.13 million blogs. From the University of Toronto Lets you see the popularity of certain words, really good for branding/campaigning to see if the buzz for a product or services is successful. I use it to find other key words (key word correlations) that might lead to interesting information bursts. to search as well as useful and actionable insithgs regarding the public opinion. My favorite tool on this is the geographic look that lets you see geographically where people are buzzing about certain trends. Bloglines- news and blog custom aggregator. You need to sign up to use but it allows you to clip and read only what you want on keywords or blogs. Best Of The Web blogs: Web directory by category around since 1994 moved into the blogosphere where they index by category, not as powerful as Technorati or IceRocket Blogpulse- Run by Neilsen and Buzzmetrics. It’s just like Blogscope but a lot more intelligent, you can track a conversation or trend across blogs. Rojo – news and blog aggregator, you need to sign up for access. Not as powerful as some of the sites but they have a nice clipping that goes out on the latest in blog world. Sphere – more of a widget that a search engine. It allows you to put it’s aggregator on your site to find blog posts and media related to your content.

Technorati

Front page is a generalized daily update on the trends in the blog world as well as mainstream media as an easy index to the latest news. 112.8 million blogs tracked they also rank blog entries by “authority” (# of linking blogs to a web site). You can also search the LiveWeb

IceRocket- similar to Technorati, clean and simple without all the bells and whistles.

Blogscope-visualization tool on the blog world 25.13 million blogs. From the University of Toronto Lets you see the popularity of certain words, really good for branding/campaigning to see if the buzz for a product or services is successful. I use it to find other key words (key word correlations) that might lead to interesting information bursts. to search as well as useful and actionable insithgs regarding the public opinion. My favorite tool on this is the geographic look that lets you see geographically where people are buzzing about certain trends.

Bloglines- news and blog custom aggregator. You need to sign up to use but it allows you to clip and read only what you want on keywords or blogs.

Best Of The Web blogs: Web directory by category around since 1994 moved into the blogosphere where they index by category, not as powerful as Technorati or IceRocket

Blogpulse- Run by Neilsen and Buzzmetrics. It’s just like Blogscope but a lot more intelligent, you can track a conversation or trend across blogs.

Rojo – news and blog aggregator, you need to sign up for access. Not as powerful as some of the sites but they have a nice clipping that goes out on the latest in blog world.

Sphere – more of a widget that a search engine. It allows you to put it’s aggregator on your site to find blog posts and media related to your content.

WIKIs Virtual encyclopedias Source lead generation

Virtual encyclopedias

Source lead generation

Image & Video Multimedia search engines Ad campaigns, commercials Branding (previous logos/images) Packaging Product Design Store Concepts

Multimedia search engines

Ad campaigns, commercials

Branding (previous logos/images)

Packaging

Product Design

Store Concepts

Image and Video Sites Blinx Everyzing Truveo Picsearch Aolvideo/yahoo/google/Youtube

Blinx

Everyzing

Truveo

Picsearch

Aolvideo/yahoo/google/Youtube

Virtual Events Gadget trade shows Cnet, Engadget, MacWorld,Gizmodo Visualstore.com

Gadget trade shows

Cnet, Engadget, MacWorld,Gizmodo

Visualstore.com

Archival Wayback Machine www.archive.org

Wayback Machine

www.archive.org

For Fun or The Future? StumbleUpon Twitter LinkRiver Techsted Del.icio.us

StumbleUpon

Twitter

LinkRiver

Techsted

Del.icio.us