Customer Listening Blog

Revisiting a 10 Year Old Award Winner Paper about the Impact of CRM on Market Research

Interestingly enough  I though last week about re-reading and looking at how my initial thoughs on the Impact of CRM on Market Research drove the initial development of crmmetrix and of our website impact monitoring solution SiteCRM, to look of how much was done, and how much was done by the Industry to catch up. And in fact, yesterday I just saw a tweet from the ARF (@The_ARF) asking about the Impact of CRM on MR.

It seems that the 10 Years old paper we wrote with my old fellow Rex Briggs is, I believe, still very relevant, at that time we won in the Esomar Fernanda Monti (2001). Rex we should reconnect and look at latest developments of common interest and show the way for the next 10 years to come! :)

Below are the paper abstract, free download, and one of my most famous Bill Gates' quote...  thanks in advance  for your comments, as well as your ideas I think there opportunities to re-open the discussion and debate on the topic with the inclusion of social media. Special Panel at a conference? Invited speech, etc.?

Looking forward to your ideas!

BEYOND DATA GATHERING: Implications of CRM Systems to Market Research.

The authors of this paper argue that the rise of new technologies such as databases and the Internet offer both new challenges and opportunities to the market research industry. At a time when CRM is reported to have grown more than 30% a year with projected total revenues of $12.1 billion by the end of 2001, it is noteworthy that few traditional market research firms have seized the opportunity. Despite embracing the Internet for data collection, few research companies have been able to translate research technology and talent to take advantage of this huge business opportunity. Although data collection is a key benefit of the Internet, a bigger potential benefit is the delivery of information and insights to decisions makers via the Internet. The emerging CRM industry makes this a central goal and is reaping the benefits. The paper presents both theoretical and case study findings that offer a new way to relate to market research that can potentially bring the research industry to the top of executives’ priority list.

Téléchargement CRM-Metrix-White-Paper

and As Bill Gates recommended more that 10 years ago in Business at the Speed of Though, still one of my best business books today:

“Companies that invest early in digital nervous systems to capture, analyze, and capitalize on consumer input will differentiate themselves from competition. You should examine customer complaints more often than cmpany financials. And your digital systems should help you convert bad news to improved products and service.”

3 Questions to ARF Chief Research Officer: Joel Rubinson

Following my investigation of the current burning issues and questions of the Research Industry (see for example interview of Finn Raben, Esomar Director General about the Impact of criis on MR), I am glad to welcome Joel Rubinson, ARF Chief Research Officer.

Indeed, for the last 18 months, under Joel's leadership the ARF has been leading the way to develop the Industry skills toward a LISTENING based research practice. Of course, I could not agree more as a customer listening evangelist myself for a long time now.

Here are the answers to the three questions I asked Joël.

 

 

L.F - The ARF is now fully leading the way on the “Listening” Initiative. Could you please tell us more about how the Industry is reacting and what next is to come?

J.R. We’ve seen a transformation in thinking in the year and a half since The ARF has been bringing this approach for generating insights to the attention of the marketing research community.  In 2008, purists were questioning the sampling issues, attempting to apply traditional “frequentist statistics” constructs to understand if listening brings value. We have been saying that research does two things: quantifies the expected and listens for the unexpected. This year, the belief that listening is important is more universal.  My sense is that research is much farther along at understanding the value of managed communities than they are at understanding how to integrate insights from mining the blogosphere, search etc.  I think understanding how to integrate listening sources from naturally occurring conversations and behavioral signals with surveys is the next step in the evolution that we’ll see over the next 12-24 months.

L.F - It clearly seems that “Listening” is calling for a complete revamp of marketing and MR practices, what do you think may be the toughest challenges for brands to adapt and evolve?  

The toughest challenge is that listening is the start of a process for marketers that is still uncomfortable for many where they are opening up the leadership of their brands to customer influence.  Listening leads to “n-way” conversation (brands to customers, customers to brands, customers to customers) and creates an integration of advertising, PR, customer care, research because the same conversation gives you all four at once.  PR is changed from one to many via news media to now include many one-to-one conversations. Communications about a brand can now come from anywhere so marketers will need to find new ways to maintain leadership of their brand stories. This leads to the need for new organizational models, so listening will lead to tremendous change.  I think the culture change needed will be traumatic for many; how to listen and learn from young people in the organization, from customers, how to respond in a way that shows customers you not only listened but you HEARD them.

L.F - Any specific events, publications you want to point our readers to find out more and join the ARF Listening initiative?

The dramatic change that becoming a listening organization requires means that the message needs constant reinforcement, expressed in numerous ways.  As such, the ARF has attempted to align touchpoints.  We just created a white paper called, Foundations of Listening, that is really more like the definitive book—140 pages, 30+ case histories and growing.  This is free to any who come to our San Francisco event on January 28^th, “Putting Listening to Work” with keynoter Jeremiah Owyang.  The white paper can also be purchased directly.  More information on the event and the book is available at our website, thearf.org. Our annual conference in NY will also reinforce the importance of listening and will have a “listening learning zone”.  Last year, we had 11 of the leading organizations in the space providing demonstrations so it was a one-stop learning zone for many.

 

 

Thank You Joel for your time and insights, we are looking forward to hearing more from the ARF in the coming weeks! Keep the great work going!

suite: études de marchés et crise, brève analyse des interviews du SEMO

Dans la contunité du SEMO, j'ai commencé à analyser l'ensemble des interviews réalisées au SEMO, et en tire les principales conclusions sur le ressenti du métier des études,  le condensé des instituts, annonceurs, et interprofession (associations). lien ARTICLE INFLUENCIA

Merci à Influencia pour l'article et l'intérêt!

Pour ceux que cela intéresse j'ai bien d'autres insights et vidéos à partager. Contactez Moi!

Crise et Etudes de Marchés : Echos du SEMO

Quelques interviews réalisées lors du SEMO, tour à tour, Philippe Legendre, Directeur Délégué de l'IREP, Françoise Renaud, Directeur Marketing et Innovation de l'UDA, François Laurent, Co-Président de l'Adetem, et Finn Raben Directeur Général d'Esomar répondent à nos questions :

1. Pour vous, la Sortie de Crise c'est pour quand ?
2. Les conséquences pour votre association ?
3. Les tendances, les changements pour vos membres, annonceurs, médias, agences et instituts d'études ?

 

Finn Raben, ESOMAR Director General, Interview

I interviewed, Finn Raben, ESOMAR newly appointed Director General at SEMO, at SEMO the French MR event in Paris, on November 4th, 2009.

Finn tells us more about the crisis and its impact on Market Research.

 

 

Creativity 24/7: interviews of three internet market research entrepreneurs

Diane Hessan of Communispace, Fiona Blades of Mesh Planning & Laurent Flores from Crmmetrix share insights on how the Internet and technology provide access to consumer voice around the clock.

To read the full Téléchargement Research World Creativity 24_7 p 40-43

Crowdsourcing getting traction for NPD

In line with my recent post about the trend of consumer driven advertising, consumer insight lead new product development initiatives get more and more traction. Indeed, marketers now view crowdsourcing as a more effective way of creating new products and services than consulting or internal R&D, according to a survey by the Marketing Executives Networking Group (MENG).

The percentage of respondents who saw crowdsourcing as effective or highly effective for new product and service development shot up from 62% a year ago to 75%, overtaking R&D which fell slightly from 73% to 72%.

The percentage who rated traditional consulting and professional services firms as effective or highly effective fell from 54% to 49%.

In the same period, familiarity with the term ‘crowdsourcing’ – which describes organisations using web 2.0 tools to tap the knowledge of stakeholders and experts through open invitations for help and ideas – rose from 30% to 72%.

Richard Guha, chairman of MENG, said: “Tapping the wisdom of crowds over the internet can be enlightening for an organisation in many ways, providing marketers with valuable insight to expand their brand mind share and market share. However, like any good customer insight, interactive ideation or predictive analysis effort, it’s important to frame the issue, manage the process and carefully assess the value of the collective data.”

The survey was conducted last month in association with online social network Crowd Forum.

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Offres de Stage Crmmetrix

STAGIAIRES

ETUDES ET CONSEIL MARKETING SUR INTERNET

LEVALLOIS PERRET

Crmmetrix est une société d’étude innovante en fort développement créée par des professionnels reconnus des études de marchés en 2001 aux Etats-Unis et en 2002 en Europe. Nous comptons plus de 40 collaborateurs à New York, Cincinnati, Bombay, Singapour et Paris. Spécialistes dans le développement de solutions d’études sur Internet, nous sommes en pointe pour mesurer les nouvelles relations entre les marques et les consommateurs.

Nos clients sont de grands groupes internationaux tels que Danone, Procter & Gamble, L’Oréal, Unilever, GdfSuez, Total,…Plus de la moitié des sociétés du CAC 40 sont clientes de crmmetrix.

En mai 2006, crmmetrix a remporté les Trophées Marketing de l’Innovation, dans la Catégorie Études, seule récompense annuelle sur le marché des études.

Nous sommes à la recherche de 1 à 2 stagiaires pour nous accompagner dans notre développement. Ces postes de stages pourront éventuellement être transformés en emploi en fin de période de stage en fonction de l’évolution de notre activité.

Votre mission : participer pleinement au développement d’un portefeuille de clients parmi les plus prestigieux dans le domaine de la grande consommation sur les solutions d’études crmmetrix, sous la responsabilité » d’un Consultant Senior et d’un Directeur de Clientèle.

•Vous êtes une personne motivée pour travailler dans un environnement innovant sur des problématiques marketing nouvelles

•Vous vous intéressez fortement à Internet, les nouvelles technologies et leur application dans l’univers des études et du marketing

• Autonome, doté(e) d’un esprit d’équipe, vous avez la volonté de réussir et vous disposez de qualité d’analyse et de synthèse propres aux métiers des études, avec un sens commercial et de la relation client

•Vous maîtrisez les études quantitatives et connaissez les études on-line

•Vous savez vous servir des outils statistiques comme Spad ou SPSS

•Vous avez une pratique régulière de la langue anglaise

Merci d’envoyer votre CV ainsi qu’une lettre de motivation à [email protected]. Nous organiserons des entretiens à Paris.

 

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Happy New Year... for Web Analytics...

Web Analytics Market Set to Defy Recession

January 9 2009

In the US, a survey conducted by the Web Analytics Association (WAA) has found that more than 96% of respondents plan to increase or maintain current spending on web analytics during the year. While the survey of more than 650 marketing and analytics professionals highlighted that more than 40% of respondents see funding as their biggest challenge, WAA says that the investment outlook is positive. Around 8 in 10 (81%) plan to invest in consulting and staffing to help make the most out of their existing analytics tools, and take action on the data they provide to improve web site performance. Also, 41% say they will be investing in add-on tools, such as those for behavioral targeting and paid search. Results also reveal a demand to have business decisions driven by analytics, with 65% of respondents claiming this as their top web analytics initiative in 2009. Other top priorities identified include best practices implementation, KPI development, process development and getting executive management awareness and support on web analytics. Both WAA members and non-members took part in the survey, and respondents represented a wide range of job functions from the US, Canada, Europe, the Middle East, Africa, Latin America and Asia Pacific. The full results are available at: www.webanalyticsassociation.org .

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Wepc.com: crowdsoucring the Asus & Dell way...

An other "crowdsourcing" initiative this time from Asus & Dell..."it starts with one simple Idea: Yours" says the site... Again Co-Creation..but in my mind, Communication rather than Co-Creation to start with really... Co-Creation may be coming in later but the initiative serves first of all a purpose of Communication both on the media scene and among end users: Word of Mouth.

Will be interesting to see where things go from there, and for sure how strongly creating user driven machines will be delivered...key to harvest word of mouth benefits at its best, or to overclaim co-creation without really the means to deliver it...

To visit the site: www.wepc.com