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Adding Value to Your Custom Research With Online Tools


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Adding Value to Your Custom Research With Online Tools

  1. 1. Research 2.0 Celine Matthiessen, Information Guru Red Leaf Consulting
  2. 2. Value of Secondary <ul><li>Value of secondary data: </li></ul><ul><ul><li>Due diligence, learn about the situation before construction of the research. </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Cheaper and could potentially yield more information than a custom study. </li></ul></ul><ul><ul><li>Less time is spent on secondary searching than a study. </li></ul></ul><ul><ul><li>More accurate data, as the survey sample size and elements. </li></ul></ul><ul><ul><li>Aids in understanding the marketing problem and generating the action plan for a study. </li></ul></ul><ul><ul><li>Paints a picture of the environment (consumer, industry, product or service ) allowing you to put your numbers in context. </li></ul></ul>
  3. 3. Painting The Picture Trade Associations
  4. 4. Economic Indicators <ul><li> </li></ul><ul><li>NBER </li></ul><ul><li>BEA </li></ul><ul><li> Economic Statistics Briefing Room </li></ul><ul><li>Watchdogs/Analysts </li></ul><ul><li> at (Moody’s) </li></ul><ul><li> </li></ul>GDP, Retail Sales, Home Starts, CPI, PPI, Consumer Expenditure, Personal Income, Unemployment
  5. 7. Consumer Confidence <ul><li>Conference Board- Consumer Confidence Index and Leading Indicators </li></ul><ul><li>Michigan Consumer Sentiment Index </li></ul><ul><li> </li></ul>
  6. 9. National Polls <ul><li>Harris Interactive </li></ul><ul><li>Gallup </li></ul><ul><li>Pew </li></ul><ul><li>Consumer Reports </li></ul>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.
  7. 13. Trade Research <ul><li>Jewels on the site: </li></ul><ul><li>Quick facts and figures </li></ul><ul><li>Press Releases (Product Service Announcements) </li></ul><ul><li>Conference Information </li></ul><ul><li>“ State of the Industry” or “State of Technology” reports </li></ul><ul><li>Branding/Positioning </li></ul><ul><li>Association conducted research </li></ul>
  8. 20. Trade Research <ul><li>Blogs,RSS,Podcasts </li></ul><ul><li>Virtual Exhibits </li></ul><ul><li>Best In Class- Awards </li></ul>
  9. 22. Blogs <ul><li>Technorati </li></ul><ul><li>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 </li></ul><ul><li>IceRocket- similar to Technorati, clean and simple without all the bells and whistles. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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 </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  10. 32. WIKIs <ul><li>Virtual encyclopedias </li></ul><ul><li>Source lead generation </li></ul>
  11. 33. Image & Video <ul><li>Multimedia search engines </li></ul><ul><li>Ad campaigns, commercials </li></ul><ul><li>Branding (previous logos/images) </li></ul><ul><li>Packaging </li></ul><ul><li>Product Design </li></ul><ul><li>Store Concepts </li></ul>
  12. 34. Image and Video Sites <ul><li>Blinx </li></ul><ul><li>Everyzing </li></ul><ul><li>Truveo </li></ul><ul><li>Picsearch </li></ul><ul><li>Aolvideo/yahoo/google/Youtube </li></ul>
  13. 37. Virtual Events <ul><li>Gadget trade shows </li></ul><ul><li>Cnet, Engadget, MacWorld,Gizmodo </li></ul><ul><li> </li></ul>
  14. 39. Archival <ul><li>Wayback Machine </li></ul><ul><li> </li></ul>
  15. 41. For Fun or The Future? <ul><li>StumbleUpon </li></ul><ul><li>Twitter </li></ul><ul><li>LinkRiver </li></ul><ul><li>Techsted </li></ul><ul><li> </li></ul>