Battle of the Methodologies

Text Analytics VS. Social Media Monitoring VS. MROC’s VS. Mobile GreatMethodologyDebateTextAnalyticsMROCsMobileSocialMediaMonitoring

Many of you are probably already planning on attending IIEX (Insight Innovation Exchange) in Atlanta June 16th. I’ve spoken at their previous events and talked to many attendees who liked the excitement and ability to explore many of the new techniques vying for attention in the consumer insights space.

That’s why this year I was very excited to be asked to take part in a very special panel, one that I understand will be a Battle of the Methodologies!


Let me explain. The folks over at Greenbook identified the five 'Next Gen' Research techniques which have been most disruptive to the status quo. Some like neuromarketing and social media monitoring are relatively new and unproven, others like Mobile and and text analytics arguably have been around for quite some time. However all have now reached mainstream and are being considered by research directors globally.

A key leader in each of these four areas was then selected and asked if they would like to participate in a debate *panel* explaining why their research technique/methodology is more important than any of the others – the method to rule them all!

OK, I know, in fact I think most of us know that no methodology/technique is the correct approach 100% of the time, and that problem and data identification should always come before selecting the proper method. However, that doesn’t mean that all techniques are equally proven, useful, efficient and yes Important.

That is up for debate, and it’s a debate worth having. Therefore I’m very honored and excited to participate in this methodology brawl with my esteemed colleagues, each of whom is a pioneer in their own respective discipline. Taking part will be:


Representing Text Analytics

Tomtom[Yours truly] Tom H. C. Anderson, Founder Anderson Analytics – OdinText a Next Generation Text Analytics solution






Representing Neuro Marketing

steve_gencoSteve Genco, Managing Partner, Intuitive Consumer Insights and lead author, Neuromarketing for Dummies (Wiley, 2013)







Representing Social Media Monitoring


Michalis A. Michael, CEO at DigitalMR, which is a digital market research consultancy with proprietary platforms for social media listening and private online communities






Representing Mobile

MarkMark Michelson, CEO Threads Strategic Research & Consulting, and Executive Director MMRA (Mobile Marketing Research Association)







Representing Online Communities (MROC's)

NielsNiels Schillewaert, PhD. Managing Partner and Founder InSites Consulting a new generation agency stretching boundaries of marketing research. Helping global brands become locally relevant







Additionally the panel will be moderated by none other than Eileen Campbell, Chief Marketing Officer IMAX (Previously CEO of Millward Brown - WPP agency group)

Certainly there is some overlap in expertise and offering among some of the panelists. That said, it’s bound to be a bloody battle -may the best Methodology Win!

If you’ll be attending the event please let me know. I’ll need all the support I can get ;)




[Full Disclosure: Tom H. C. Anderson is Managing Partner of Anderson Analytics, developers of patented Next Generation Text Analytics™ software platform OdinText. For more information and to inquire about software licensing visit ODINTEXT INFO REQUEST]

[Above also posted on the Next Gen Market Research blog]