Category Archives: Marketing Research

The U.S. trade deficit may have hit a five-year high in January, but at least one American export remains the undisputed world leader: Hollywood films. Even with growing competition from China and Bollywood, and in spite of the recent wave of America-bashing that seems to have swept the globe, the appetite for this most American […]

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GreenBook Interview Covers Partnering, AI/Machine Learning and the Latest Insights Applications for Text Analytics “We should be less worried about each other and more worried about the potential new entrants to this industry.” That’s what I told GreenBook Blog Editor & Chief Leonard Murphy in an interview recently when he asked me about the trend […]

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You Can’t Handle the Truth (and Other Top Reasons for Being Unfriended on Facebook)  When’s the last time you unfriended someone on Facebook? In spite of the fact that both the platform and its users have reached what in product lifecycle-speak would be called maturity, unfriending remains a somewhat surprisingly common phenomenon. In fact, about […]

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Text Analytics Poll™ Shows What We’d Like Instead of Presidents Day It’s been less than a week since our Valentine’s Day poll unearthed what people dislike most about their sweethearts, and already another holiday is upon us! Though apparently for most of us it’s not much of a holiday at all; well over half of […]

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New Text Analytics PollTM Shows Which Super Bowl Ads Really Performed Best Well, it’s been five days since the Super Bowl, and pretty much everyone has cranked out a “definitive” best-and-worst ad list or some sort of top 10 ranking. And frankly, I think a lot of them are based on the wrong metrics. Without […]

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Text Analytics PollTM Shows Australians, Brits, and Canadians  Angry About Executive Order Temporarily Barring Refugee (Part II of II) In my previous post, we compared text analysis of results from an open-ended survey instrument with a conventional Likert-scale rating poll to assess where 3,000 Americans really stand on President Trump’s controversial executive order temporarily barring refugees […]

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Text Analysis of What People Say in Their Own Words Reveals More Than Multiple-Choice Surveys It’s been just over a week since President Trump issued his controversial immigration order, and the ban continues to dominate the news and social media. But while the fate of Executive Order 13769—“Protecting the Nation from Foreign Terrorist Entry into […]

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Why Machine Learning is Meaningless

Tom H. C. Anderson
January 31st, 2017

Beware These Buzzwords! The Truth About “Machine Learning” and “Artificial Intelligence” Machine learning, artificial intelligence, deep learning… Unless you’ve been living under a rock, chances are you’ve heard these terms before. Indeed, they seem to have become a must for market researchers. Unfortunately, so many precise terms have never meant so little! For computer scientists […]

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In an Age When ‘Story Telling’ is king, Is Yours Based on Substance? As researchers, we love a good quote. We use them to emphasize a point in the findings. They allow us to tell stories and dimensionalize our implications. But sometimes quotes taken from research can take on a life of their own. Without […]

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Insight Association’s Inaugural CEO Summit: Future Tied to Collaboration and Technology Writing this at the Miami Airport as I’ve just finished up a great 3 day meeting of the minds at the new Insights Association’s first official event, the Marketing Research CEO Summit. Though this event was formerly part of the Marketing Research Association (MRA), […]

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New Insights Association Born

Tom H. C. Anderson
January 9th, 2017

Optimistic about a more progressive, transparent and innovative organization with data accessibility for all Congratulations to CASRO and MRA which have now successfully merged to found the new Insights Association. I think it was rather confusing for our industry to have so many associations, and I’m curiously optimistic about where this new Insights Association might […]

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Will it Unstructure? Part I of a New Series of Text Analytics Tests Happy New Year! As I was preparing to celebrate the New Year with my family and pondering the year ahead, my mind wandered to all of those Top New Year’s Resolutions lists that you see the last week in December every year. […]

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And why your research may be just as inaccurate… (An OdinText Text Analytics PollTM ) [Missed ARF’s Post-Election Podcast? Watch the Free Video – Special Event Video Explores Election Poll Fail and Implications for Market Research] I know many of you weren’t able to get into the ARF’s post-election podcast this week due to limited space, but now […]

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What We’re Thankful For (An OdinText Text Analytics PollTM ) I hope everyone had a wonderful Thanksgiving! I was curious what people are most thankful for this year and so I asked 1500 Americans. Here, in order of most frequently mentioned, are the subjects OdinText identified: I’ve written a lot about Quant vs. Qual research on […]

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Shedding Light on Dark Data: How to Get Started

Tom H. C. Anderson
November 16th, 2016

Move over Big Data. There’s a new buzzword: dark data. It’s actually not so new—Gartner coined the term a couple years back—but dark data is finally starting to catch on in market research circles and it represents a huge untapped opportunity for insights! Gartner defined dark data as “the information assets organizations collect, process, and […]

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Don’t Miss the EVOLVE Virtual Roundtable on Monday at Noon! The ability to understand decision-making and to predict actual behavior today is advancing rapidly, and much of it is coming out of qualitative research. On this Monday, Nov. 14 at 12:00 EST, I’ll be participating in a virtual roundtable discussion as part of The Evolve […]

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What Can Researchers Learn From Yet Another Major Polling Fail (Text Analytics PollingTM ) Whatever your politics, I think you’ll agree that Tuesday’s election results were stunning. What is now being called an historic upset victory for Donald Trump apparently came as a complete shock to both of the campaigns, the media and, not least, the […]

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Text Analysis Shows Dislike May Decide Presidential Election (A Text Analytics PollTM ) Exit pollsters today will ask thousands of Americans “Who did you vote for?” when they probably should be asking “Who did you vote against?” A survey we just completed suggests that the outcome of the 2016 U.S. Presidential Election may hinge on which […]

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TMRE 2016 Convenes Next Week!

Tom H. C. Anderson
October 14th, 2016

Stay Tuned for the NGMR 2016 Innovation Award Winners! Next week, I’ll be joining more than 1300 insights leaders and experts from around the world at The Market Research Event (TMRE) in Boca Raton, FL for three days dedicated to advancing the influence of research in a rapidly changing environment. For those who may not […]

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NGMR 2016 Innovation Award Finalists Offer Fresh Thinking! Change is never easy for any industry, but for those of us in research and marketing, change has increasingly become imperative. We and our clients are beset with myriad new challenges for which conventional solutions no longer suffice (and in cases don’t even apply). We need fresh […]

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