Posts tagged Next Gen Market Research (NGMR)
2018 Next Gen Market Research Award Winners

2018 Next Gen Market Research (NGMR) Disruptive Innovation Award Winners Announced

Celebrating creativity and hard work in our industry is a joyful duty. Over the years the NGMR nominations have maintained, if not increased in quality. This year once again the judging committee had several difficult choices to make, including one of our past winners who yet again this year proved very deserving of another award. We also received an exciting mix of Client and Supplier nominations, and thus may in the future consider these separate categories.

For those of you attending the TMRE, in Scottsdale AZ this year, after the award ceremony at 8:30 AM this morning there will be the Winners Panel where we open the discussion around innovation to the winners and the audience at 11:00. I urge you to attend a lively and exciting conversation.

Without further ado, here are this years’ deserving winners

Outstanding Disruptive Start-Up

Opinion Economy (CEO Ted Waz accepting)

Data fraud in marketing research sample has been estimated to be a $1 Billon a year problem. Sadly, researchers have come to expect that on average at least 15-30% of their data is fraudulent. This fraud drives up costs and worse, undermines the credibility of market research in general.

Opinion Economy has tackled this ongoing problem in a new way. The partners of the research firm 20|20 Research created a blockchain technology solution tied to a SaaS technology platform.  Their solution is a new system creating a market economy whereby incentives are aligned to reward quality, not volume.

The Opinion Economy platform will not only drive costs lower but ensures that both respondents, as well as buyers, are incentivized to provide quality rather than quantity.  Respondents with higher reputation scores can set a higher price for participation; sample buyers with higher reputation scores can more easily obtain a sample.  Each is incentivized to be a fair and truthful actor in survey and payment transactions.

The net effect promises to be a real, dynamic marketplace for research sample where quality is rewarded for both the respondent and the researcher.


Industry Change Agent of the Year

ThinkNow Co-Founder & Principal, Mario X. Carrasco

Be it penning perspective on what advertisers can learn from Drake or unveiling disruptive technologies that transform cultural conversations, Mario X. Carrasco, Co-Founder and Principal of ThinkNow, an award-winning technology-driven cultural insights agency, has helped elevate market research from mere data points to conduits of soul-baring insights on the most sought after yet misunderstood audiences—multicultural consumers.

Carrasco, a proud Mexican-American, approaches multicultural marketing from a place of authentic concern for how these audiences are portrayed in mainstream media. Under his co-leadership, ThinkNow is one of the few independent firms researching and sharing expert commentary on multicultural populations in the U.S., purposefully pursuing hot topics like virtual reality, cryptocurrency, and other conversations that often exclude the multicultural perspective.

Mario has worked to make sure multicultural is a lifestyle at ThinkNow, not a division, and to make sure these opinions are heard, and help address some of the disparities in multicultural marketing.

As NGMR Award Judge Kristin Luck put it, “Mario embodies the attributes of what we believe makes a truly next-gen market researcher. He’s been a leader in developing innovative marketing and research solutions that drive deep multi-cultural understanding and integrate mobile intelligence, first-party data, and panel profile insights to create a more holistic view of today’s complex consumer.”


Most Innovative Research Method

Align – Susan Ferrari

(Quant+Text Data Analysis of B2B ‘Data Lake’ to Predict KPI’s)

The Most Innovative Research Method category is always among the most competitive, and this year was no exception. This years winner is Susan Ferrari of Align, as exemplified by her work with a large financial institution.

Sue’s case and methodology is one that she has been working toward and perfecting over time. It involves both structured and unstructured (text) data analysis as well as predictive analytics. It is useful to both practitioners of big data and small, and for researchers working with either B2C or B2B data.

The truly innovative approach that few people have thought about, and fewer are trying involves a certain amount of risk, as does anything genuinely new and innovative. Spending resources on a project where outcomes are unknown can be scary. She was counseled not to do it by one of her vendors (full transparency, Sue and her team used the OdinText platform for much of the analysis).

However, Sue pushed on, showing true grit in first building what has recently been referred to as a ‘Data Lake,’ and then spending a lot of time and effort prepping and standardizing these disparate data sources. The work was, in fact, a characteristic of a Big Data type project, made up of much smaller individual data sets. Smaller than what we see in some B2C data lakes, but not in the total economic opportunity represented (As this was B2B data, each record/customer represented millions of dollars).

Sue effectively married disparate survey sources, with real behavior KPI’s (revenue, return behavior etc.), with unstructured comment data (text), and in large part because of the value in free form customer text comments, was able to predict and understand several business units critical KPI’s.

Senior management was extremely impressed with the insights and strategic prioritization the analysis provided.

As NGMR Awards Judge Michael Gadd pointed out “The methodology is very interesting – I have long thought that there are opportunities to marry different types or survey data for analysis and predict outcomes but increasingly we are having issues with the quality of survey data.  Interestingly however, we find generally speaking with proper professional probing from qualitative data we get deeper, more accurate and reliable insight. This is a truly remarkable application of both!”

Please join me in congratulating this years’ winners!

Big thank you also to the Judging Committee:

Mike Gadd, CEO Gadd Research

Kristin Luck, Luck Collective

Tom De Ruyke, Insites Consulting

Steve August, Poinyent/August & Wonder

Scott Upham, Valient Market Research


And finally also a big thank you to all the NGMR Group members who nominated the many talented researchers and companies, and The Market Research Event (TMRE) for their assistance in getting the word out about this year’s call for nominations, and to VoxPopMe which together with OdinText supported this year's awards.


Congratulations 2017 NGMR Award Winners!

In case you weren’t at The Market Research Event (TMRE) last week and missed the news, here are The NGMR Award Winners for 2017. Winners across the three categories (Most Innovative Research Method, Industry Change Agent, and Outstanding Disruptive Start-Up were: Merck – Lisa Courtade, InsightsNow – David Lundahl, and IncognitoResearch – Greg Weston.

OdinText was proud to co-sponsor this year’s award ceremony with VoxPopMe.

Please join us in congratulating this year’s winners!


TMRE Wednesday 11:45 Track #5

At The TMRE (The Marketing Research Event) This Week? First, Thank you everyone who already took took our Next Gen Market Research Industry survey this week.  I know even a 10 minute survey is a bit too long, and there were definitely more Open-Ended questions that usual.

I know people are afraid of OE’s because they make you think, and we did push the envelope a little in having so many, but the insights they provide are really massive in comparison to structured questions.

Just want to remind everyone who will be at the TMRE in Orlando that the NGMR Awards Session proudly sponsored by OdinText and VoxPopMe will be held just before Malcolm Gladwell's talk at 8:50am TUESDAY morning.

The NGMR Survey will also be open to TMRE attendees and we have a special link going out via TMRE and on Twitter.

On WEDNESDAY 11:45 TRACK #5 we will be looking at top-line text analytics visualizations of some of the cool findings from the marketing research industry survey.

The survey top-line visualizations will serve as our discussion guide for an interesting and highly relevant discussion on our industry.

Join me with the NGMR Winners as our special guests as we explore how these unique insights uncovered pertain to innovation and the future for our industry.

Please stop by both sessions if at the TMRE. We’ll be sharing results on the blog later.


PS. You can still take the survey here 

Curious About Marketing Research?

We need to hear from you!

Are you curious to understand what makes market researchers tick and what innovation really means in our industry? The Marketing Research Event (TMRE) and OdinText have teamed up to explore these questions. But we need your feedback today!

This is a somewhat different fun and interesting survey for professionals in our Industry.

While the survey is relatively short (<10 min), the majority of the questions are open-ended allowing you to answer in free form.

We would very much appreciate your thoughtful answer to these questions.

Text analytics will be used to analyze the results. We will be sharing findings at both The Market Research Event, as well as on the NGMR and OdinText blogs.

All answers are anonymous. Thank you in advance for your feedback.

Next Gen Market Research 2016 Award Winners Challenge and Inspire!

ngmr-award-Nomination NMGR Awards honor a social start-up, a top change agent and a playful solution! Time flies. It’s hard to believe that eight years have passed since we first presented the Next Gen Market Research (NGMR) Awards for Innovation at The Market Research Event (TMRE). The NGMR Awards recognize companies and individuals that have demonstrated outstanding leadership as change agents and/or made significant contributions—technological, methodological or otherwise—toward pushing the field of research in promising new directions. When we open the nomination process every year, I confess I’m always a little bit fearful that maybe this will be the year the tap runs dry. Happily, year after year, my fears go unrealized. Innovation in the field of market research is alive and thriving! Ergo, this year we received more than 50 nominations and submissions for companies and individuals who are making impressive strides in the advancement of the practice of research. This morning I had the honor and pleasure of presenting awards to three honorees whose contributions and accomplishments exemplify innovation in market research today in each of three categories at TMRE in Boca Raton, FL…

  • Outstanding Disruptive Start-Up: Cubeyou
  • Industry Change Agent of the Year: Dan Foreman, Director & Operating Adviser, Hatted
  • Most Innovative Research Method: PlayFULL Insights™ (Karen Lynch & Assoc.)

Author’s note: If you’re here at TMRE today and would like to hear from the winners directly, please join us for a panel this afternoon! The Winners: Who and Why

Outstanding Disruptive Start-Up: Cubeyou

cubeyouIn any industry, start-ups constitute the primary innovation artery. And I’m pleased to say Cubeyou does not disappoint. This company could’ve also been a contender for Most Innovative Research Method, but it’s as a new entrant in the field that their disruptive impact really stands out.

Cubeyou initially distinguished itself as one of the first three preferred Facebook Marketing Partners in Europe. And in the first year since launching its consumer insights software platform stateside out of Redwood City, CA, Cubeyou has already partnered with more 60 advertising and marketing agencies across the U.S.

Notably, Cubeyou has created what it claims is the first statistically representative study of the American consumer powered entirely by social data via a panel of more than 10 million Americans weighted out by age, gender and location.

Cubeyou Sr. Product Manager John Foster explains how it works:

“We observe, monitor, and categorize all of our panelists’ interactions across over 55 million brands on social. We run these interactions through our algorithm (developed with Cambridge University) that allows you to profile any audience. Please note that we weight out panelists interactions to determine if there is a statistically significant amount of interest between an individual and a brand. The 3 factors being weighted are: 1. type of interactions, 2. frequency of interactions, and 3. timing of interactions. The result gives you a 360° view of a brand’s audience, the competition’s audience and the market as a whole.”

Foster adds, “We truly feel that the old ways of surveys and questionnaires are outdated, biased, slow, costly and are just an old fashioned way of learning about consumers.”

Apparently, Cubeyou’s customers agree. Consider these testimonials submitted on Cubeyou’s behalf:

“Simmons and Scarborough were the tools we were using the most before Cubeyou came into play. They take a lot of time to sift through the data and come up with profiles while Cubeyou+ is nearly instantaneous.”

- Matt Sincaglia, Senior Brand Strategist, RedPeg

“It’s becoming harder to have the time to do a quality work. Cubeyou is the tool that finally gave us that time back, and has quickly become a daily routine for our team.”

- Joe Huber, Media Director, Garrigan Lyman Group

“Cubeyou is great in covering recent stuff and goes way deeper than anything we have ever used. At first, only our insights team was using it, but now most of our planning team does.”

- Anne Hufham, Director of Measurement and Performance Science, The Marketing Arm Industry Change Agent of the Year: Dan Foreman, Director & Operating Adviser, Hatted

danforeman Being an industry change agent is often a lonely and unappreciated job, and certainly not one for the faint of heart. As someone who’s done a bit of disrupting, personally, I can tell you it sometimes takes a strong stomach and thick skin to demand more than the status quo. But ESOMAR Past-President Dan Foreman has earned a reputation for making change agency look easy. A quick look at Dan’s professional affiliations on LinkedIn here will speak volumes. He is particularly known for supporting young startups and pushing the industry to adopt new technologies and methods. Disruptive credentials: - Bringing a range of disruptive solutions to the market research industry, forcing modernization (Ex: Zappistore, Dalia, Bakamo, Veylinx)

- Elevating the value and profile of research beyond its traditional audience, including investors, brands and the broader data eco-system (Ex: Zappistore – automation; Dalia – largest mobile panel [new sourcing]; Veylinx – skin in the game for consumers by involving them in real auctions)

- Raising the overall credibility from young companies and speeding innovation to market (Examples: Dalia investment within 3 months of starting; Cutting sales cycles in half for Zappistore; Increasing credibility in the overall perception of high-level stakeholders around Veylinx)

Per Nico Jaspers, Ph.D., Co-founder & CEO, Dalia Research GmbH (one of the people who nominated Dan):

“Dan Foreman is someone who is able to elevate the standing of research much beyond its traditional realm and into the strategic place that it should hold among investors, brands, technology leaders and the whole data-science ecosystem. Among hundreds of encounters with industry thought-leaders over the past years, I have not met a single person who so ably and persuasively pushes the boundaries of market research.”

Most Innovative Research Method: PlayFULL Insights™ (Karen Lynch & Assoc.)

playfullinsights1My colleague on the NGMR judging panel, Kristin Luck, summed up our sentiment about this year’s Most Innovative Research Method nicely here:

“Too often, in this age of technology overload, we think of innovative research methods as tech driven, rather than creativity driven. PlayFULL Insights is a great example of how looking at research from a different angle, utilizing tools as simple as Legos along with storytelling skills, can lead to breakthrough innovation.”

The PlayFull Insights TM method involves Lego Serious Play (LSP)

—“a facilitated thinking, communication and problem-solving technique for use with organizations, teams and individuals that uses LEGO® bricks and elements.” LSP purportedly draws on extensive research from the fields of business, organizational development, psychology and learning. playfulinsights2


Essentially, respondents use LEGO® bricks to build 3D models that represent their thoughts, beliefs and feelings in response to the moderator’s questions and which then become the basis for discussion.


Karen Lynch from the PlayFULL Insights team explains that the method “leverages the power of play and enables respondents to go deeper, quicker. With PlayFULL Insights, everyone builds and everyone shares so everyone is engaged. There's 100% equal airtime around the table and reduced group think. Plus it levels the playing field between extroverted and introverted thinkers while engaging auditory, kinesthetic, and visual preferences.”


It’s worth noting that the PlayFULL Insights submission included details about work in partnership with Siri Lynn, qualitative consultant and president of Idea Exchange, Inc., and skincare giant


Beiersdorf in which the methodology was deployed for an important project to understand “What is Care?” Beiersdorf Director of Consumer & Market Insights, Michelle Onofrio, had this to say:

“The project was very inclusive. PFI and our brand and agency team worked together, took the learnings and workshopped next steps. The output garnered high praise from the Global VP of NIVEA, the Global Head of NIVEA Crème and the VP-Marketing U.S.”

And that wraps up another year of disruptive innovation! If you aren’t yet an NGMR member, check us out on LinkedIn here. Thank you to all who participated and congratulations to the winners! @TomHCAnderson


Tom H. C. Anderson OdinText Inc. 888.891.3115 x 701

About Next Gen Market Research (NGMR) Next Gen Market Research (NGMR) is a professional networking group for market research practitioners who are interested in exploring innovative, emerging market research techniques and technologies. Originally founded as a discussion forum on the LinkedIn network in September 2007, NGMR’s membership now exceeds 23,000 market researchers worldwide (clients and suppliers) and is the most active online community in the field. For further information, please visit the NGMR group on LinkedIn.

[The 2016 NGMR Awards are brought to you by Next Gen Marketing Research Group and WIRe (Women in Research). This years awards are proudly sponsored by OdinText and UB Moble.]

Top Innovators in Market Research Announced!

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 thinking!

Now in its eighth year, the Next Gen Market Research (NGMR) Award recognizes companies and individuals that have demonstrated outstanding leadership as change agents and/or made significant contributions—technological, methodological or otherwise—toward pushing the field of research in promising new directions.

The winners will be announced at The Market Research Event (TMRE) taking place October 17-20 in Boca Raton. Over 50 candidates were nominated by industry peers and have been vetted by a panel of respected industry veterans.

Today I’m pleased to share the FINALISTS for this year’s award in each of three categories (listed alphabetically)…

Outstanding Disruptive Start-Up CubeYou Wiser

Industry Change Agent of the Year Dan Foreman, Director & Operating Adviser, Hatted Lawrence Gibson, Consultant & Author Marie Wolfe, Consumer & Market Insights Director of Research Innovation, Unilever

Most Innovative Research Method DataGame PlayFULL Insights™ (Karen Lynch & Assoc. and Idea Exchange, Inc. ) Social Currency (Chadwick Martin Bailey w/ VIVALDI) The Understanding & Insight (U&I) Group Brädo

Congratulations to the finalists and thank you to everyone who submitted an entry! Stay tuned for the winners in October! @TomHCAnderson


About Next Gen Market Research (NGMR) Next Gen Market Research (NGMR) is a professional networking group for market research practitioners who are interested in exploring innovative, emerging market research techniques and technologies. Originally founded as a discussion forum on the LinkedIn network in September 2007, NGMR’s membership now exceeds 23,000 market researchers worldwide (clients and suppliers) and is the most active online community in the field. For further information, please visit the NGMR group on LinkedIn.

[2016 NGMR Awards at the TMRE brought to you this year by Next Gen Marketing Research Group and WIRe (Women in Research) and co-sponsored by OdinText Inc. and UB Mobile. See Call for Nominations.]

Are You Shaking Up Market Research?

Are You Shaking Up Market Research? - Nominate the “who’s who” of the market research industry for a prestigious Next Gen Market Research Award For the 8th Annual Next Generation Market Research Awards, the NGMR Award Committee has decided to shake things up and change the categories a bit.


Announcing New Categories for 2016 NGMR Award Nominations

Since the founding of the NGMR Award in 2009, it has quickly become one of the most prestigious testaments to achievements in our industry. Some have even referred to it as the Nobel Prize of market research!

This years three new disruptive change categories include:

Outstanding Disruptive Start-Up

We’re looking for an outstanding start-up (3 years or less in the industry) that is disrupting traditional market research methods. Whether it’s a technology platform or a service based solution, nominate a firm that’s truly shaking up market research.

Most Innovative Research Method

What are the most innovative research methods you’ve come across in the past year? We’re looking for firms with tested new methods that have delivered exceptional, validated research results.

Industry Change Agent of the Year

Who is blowing your mind? Shaking things up? Doing things differently? This award will go to a truly exceptional change agent. Someone that not only talks the talk but walks the walk.

This year both NGMR (Next Gen Market Research Group) and WIRe (Women in Research) have teamed up to encourage their members to submit worthy nominations for this prestigious award.

Winners will receive a complimentary pass to TMRE and the opportunity to discuss their Next Gen Research best practices during the NGMR Award session moderated by Kristin Luck and Tom H. C. Anderson.

Nominations should be sent to NGMRawards [@] by no later than August 31, 2016 and must include two to three paragraphs (no more than one page) of supporting information as well as a brief nominee bio and/or company background. Additionally, if necessary, you may also attach separately up to two supporting charts/images or videos (on no more than one page).

Please note the category you are submitting for and provide the additional information below. CONTACT INFORMATION

Nominee Name ______________________________ Nominee Title _______________________________ Nominee Firm/Institution_____________________

Email_______________________________________ Phone ______________________________________ Address_____________________________________


Please provide a brief argument for why one or more of the three award categories are appropriate.

The Judging committee will reach out should we have any further questions about a nomination. Only the award winners will be notified shortly before the event. Winners are expected to be able to attend the event and participate in the award ceremony.

Good Luck!



This Year’s NGMR Awards proudly co-sponsored by OdinText and UB Mobile

Let’s Connect at IIEX 2016!

OdinText Presentations at 2016 Insight Innovation Exchange

I’m looking forward to the Insight Innovation Exchange (IIEX) in Atlanta this coming week.

In just a few years it’s become one of the best marketing research trade events and probably my favorite when it comes to meeting those interested in Next Generation Market Research.

IIeX 2016

If you’re attending please let me know. I’d love to meet up briefly and say hello in person. My colleague Sean Timmins and I would love to meet up, hear what you’re working on and see whether OdinText might be something that could help you get to better insights faster.

[PSST If you would like to attend IIEX feel free to use our Speaker discount code ODINTEXT!]

There are so many cool sessions at the conference, and the venue and the neighborhood are great (love the Atlanta food options).  In case you are still considering which sessions to attend I’d love to invite you to our sessions:

1. Monday 2:00-3:00 pm / Making Data Science More Accessible

Monday 2:00-3:00 In the Grand Ballroom please come support our mission of making data science more accessible in the Insight Innovation Competition. If you are at IIEX, this is THE session you don’t want to miss! [We blogged about this exciting session earlier here].

2. Tuesday 12:00-2:00 pm / Interactive Roundtable

Tuesday 12:00-2:00 also in the Grand Ballroom I will be hosting an interactive roundtable on Text Analytics & Text Mining. In this discussion group, I will be hosting an informative and lively discussion on where and how this very powerful technology is best deployed now and how it will change the future of analytics. This effects everything from social media monitoring, and survey data, to email and call center log analysis and a whole lot more…

3. Tuesday 5:00 pm / Special Panel 

Tuesday 5:00 in a special analysis of survey panelists I will be joining Kerry Hecht Labsuirs, Director of Research Services at Recollective and Jessica Broome, Research Guru at Jessica Broome Research in an investigation of survey panelists. The session is entitled Exploring the Participant Experience. (sneak peek here!)

OdinText was used to analyze the unstructured data from this research, and so I will help by reviewing some of those findings briefly. You can read about some of the initial results here on the blog. We plan to follow up with a second post after the conference.

Again, we really hope to see you at the conference. Please reach out ahead of time and let us know if you’ll be there so we can plan to grab a coffee.  If you can’t make it to the event, and any of the above interests you let us know, I’d be happy to schedule a call.

See you in Atlanta!

Tom H.C. Anderson

@TomHCanderson @OdinText

Tom H.C. Anderson

To learn more about how OdinText can help you understand what really matters to your customers and predict actual behavior,  please contact us or request a Free Demo here >

[NOTE: Tom H. C. Anderson is Founder of Next Generation Text Analytics software firm OdinText Inc. Click here for more Text Analytics Tips ]


Next Generation Market Research Innovation

Post TMRE Interview with 2015 NGMR Winners In case you missed the NGMR panel discussion at The Market Research Event (TMRE) in Orlando last month, today we’re posting a brief interview that IIR did with this year’s winners.

Again, big congratulations to Concept Deployment category winner Hall & Partners for their Research Hub (represented by Oliver Hayward), Individual Category winner Carol Cunningham of BET, and not present, Thought Leadership Category winner Research Through Gaming Ltd (Betty Amadou).

Thanks also to co-sponsor VoxPopMe, and NGMR Judge Kristin Luck of Kristin Luck Consulting and founder of Women in Research (WIRe) for their help.

More info on winners here.

2015 Next Generation Market Research Awards

Congratulations to this years’ NGMR Award Winners!  

Today at The Marketing Research Event (TMRE) in Orlando Florida the winners of this years’ Next Generation Market Research Awards were announced.

In the Concept Deployment category this years’ award goes to: Hall & Partners for their Research Hub

As noted by NGMR Judge, Mike Gadd of Gadd Research, “Oliver Hayward and the Hub team have made their mark taking a more holistic view to studies combining what’s relevant in the media with what’s relevant based on the insight from the research… It’s good to see companies taking a more holistic view and adding value – being different, unique and adding some shine.”

In the Thought Leadership Category this years’ award goes to Research Through Gaming Ltd

CEO Betty Adamou an her team  have been great advocates for and helped pioneer work on leveraging gamification in consumer insights research and pushing us to think more about how to make research more interesting.

Market research has to improve engagement.  While we are all guilty of long, boring and seemingly irrelevant surveys, these really deserve to go the way of the dodo through better use of existing data, text analytics, and gamification.  Gamifying surveys looks to be a promising way to increase engagement and keep research relevant.

This year’s Individual Category Award goes to Carol Cunningham of BET.

Carol has been a true research trailblazer and is incredibly civic minded.  It’s good to see innovative research being used for so many socially good purposes.

This years competition among nominees was closer than ever, in part due to the involvement of Women in Research (WIRe), who helped encouarage nominations from women and women led companies. As a result for the first time since the award was founded nominee for female researchers exceeded those of male researchers.

Please note however that winners are chosen strictly based on merit. We encourage all are many highly qualified finalists to apply again next year.

Please join this years’ sponsors, OdinText and VoxPopMe, the NGMR community and judgine committee in congratulating these fine researchers!

Attendees at TMRE are invited to join OdinText CEO, Tom H. C. Anderson, Women in Research Founder Kristin Luck, and our esteemed winners in a special panel on marketing research innovation this Wednesday directly after lunch at 1:30pm.