Jeffrey Henning’s #MRX Top 10: Sharing On The Future Of Insight ROI

By Jeffrey Henning

Of the 7,490 unique links shared with the #MRX hashtag on Twitter in the past two weeks, here are 10 of the most retweeted…

1. Five Reasons Why the Market-Research Industry Is Ready to Join the Sharing Economy – Peter Zollo of Collaborata, an MRX marketplace, expects researchers to join marketplaces because 1) data is less proprietary; 2) collaboration happens absent a tech platform anyway; 3) collaboration provides better outcomes than going it alone; and 4) sharing drives down costs. His fifth point was about his company’s platform, but in fact there are a wide range of marketplaces that already serve the research industry or the broader consulting industry.
2. Increasing the Return On Insight – Niels Schillewaert of InSites Consulting shares the results of recent roundtables at IIEX on the lifecycle of an insight.
3. 4 Growth Predictions for Market Research – Writing for Vision Critical, Ray Poynter expects to see growth in agile research, text analytics, advanced analytics, and guidance of non-researchers. “Researchers have many skills that can effectively drive the democratization of insight. This role includes training, helping shape software and processes, and consulting during both the design and analysis stages. It also involves providing pathways to more complex solutions when needed.”
4. Research on Research Respondents: What Have We Learned? – Kerry Hecht discussed the results of a qual-quant study of research participation. A key insight that emerged was dissatisfaction with screeners: screeners take too long to answer, confuse respondents about what is expected, and make respondents feel misled about surveys.
5. Virtual Reality in Market Research Today – Rich Scamehorn and Amy Hebard of InContext Solutions gave a presentation at OmniShopper to encourage researchers to experiment with virtual reality. One application: have consumers provide commentary while shopping a virtual store, which could prototype store layout changes, show packaging that doesn’t exist, or display products with new designs.  
6. Two in three say Labour should change leader before next General Election – A telephone survey of over 1,000 British adults found that 55% believe the new Prime Minister May “has what it takes to be good PM”. For Labour leader Corbyn, it’s 23%.
7. What Does Marketing Science Bring to the Table? – Kevin Gray and Koen Pauweis shared an introduction to marketing science, providing examples of the use of advanced analytics beyond that offered by either market researchers or data scientists.
8. Day Two OmniShopper Threads and Nuggets – Aaron Keller and Kitty Hart of Capsule shared an overview of the second day of the OmniShopper conference, including the future of retail, with “some countries in the world going from open markets to digital markets and skipping ‘the mall’ economic phase entirely. Based on what we heard, retail has a vibrant future when it is properly blended between physical and digital.”
9. Going Big with #Qualitative Market Research – Adam Rossow of iModerate emphasizes that qualitative research can be done at scale: you can ask a thousand people a few open-ended questions to develop a picture of a market.
10. Looking to the Future [subscription required] – Jain Bainbridge of the Market Research Society interviewed Dr. Nicola Millard about her thoughts on how technology will continue to change the workplace.

Note: This list is ordered by the relative measure of each link’s influence in the first week it debuted in the weekly Top 5. A link’s influence is a tally of the influence of each Twitter user who shared the link and tagged it #MRX, ignoring retweets from closely related accounts. Only links with a research angle are considered.