DSMT - Research

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  • Photo: http://www.flickr.com/photos/breatheindigital/4689159475
  • DSMT - Research

    1. 1. Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    2. 2. Digital Strategist’s Mental Toolkit: Research_ Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    3. 3. Key points_ This section will cover • Research value, challenges • Client, business and trend research – How to gather it – free and paid tools – Tools to aggregate and save Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    4. 4. Value of research_ • Research is a support tool – Focused, not carpet bomb – Use only that data that is applicable – Avoid the stats with big numbers that are irrelevant – Canadian vs US data Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    5. 5. Research challenges_ Good research faces ongoing challenges • Shift in client desire to spend • Multiple sources • Tiered access to report materials • Time to market • Canadian vs US data Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    6. 6. Client research_ • Ask for everything • Issues with client research – Predefined, so no input on the research – Results have already been defined, interpreted – Quality varies • Clients increasingly looking optimize their research spend Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    7. 7. Guerilla techniques_ • Easy guerilla techniques – directional only – Journals with internally recruited resources – Shared blog resources – Friends of friends – SurveyMonkey and Google survey tools Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    8. 8. List of tools: Paid_ Paid (examples) • Forrester • eMarketer • Euromonitor • comScore • Hoovers • Strategy Eye Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    9. 9. List of tools: free_ Free (examples) • Google – Alerts – Marketing tools • StatsCan • Whitepapers • Summaries of paid reports Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    10. 10. Trend research_ 1. Keep your finger on the pulse 2. Find the anomalies Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    11. 11. Trend research: Tech Sources_ • PandoDaily • TechCrunch • ReadWriteWeb • AllThingsD • Mashable • Technology Review • Fast Company • Wired Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    12. 12. Trend research: Sources_ • PSFK • Trendhunter • Cool Hunting • WMMNA • Trendwatching.com Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    13. 13. Tracking and indexing_ • Evernote – Save everything – Indexing – OCR – Multiple file options Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    14. 14. Tracking and indexing_ • Instapaper – Read articles later in text only format – Tag, archive and search Photo: http://www.flickr.com/photos/breatheindigital/4689159475
    15. 15. Tracking and indexing_ • Flipboard – Excellent aggregation – Personal curation Photo: http://www.flickr.com/photos/breatheindigital/4689159475

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