Posts tagged OdinText
GRIT Survey 2018

Celebrating Innovative Companies in Marketing Research

It's that time of year again when Greenbook fields their biannual GRIT market research industry survey.

Thankfully it looks like the Greenbook team has made the survey a bit shorter than last year. I do encourage fellow researchers to take the survey, as it does give everyone some direction in terms of where things seem to be heading.

You can take the survey here.

Thanks in advance for your participation.


PS. This is the GRIT survey which looks for the most innovative insights companies, both supplier side and client side. We encourage you to give some thought to this section as well. Its nice to recognize up and coming companies, as well as your go-to favorites.

I also want to take this time thank everyone who voted for OdinText in the most innovative supplier category last year. We were very encouraged by the support and have been working harder than ever to release a brand new version of the software next month!

OdinText Voted #1 Most Innovative Market Research Company in North America and #4 Worldwide!

GRIT Industry Survey Ranks OdinText #1 Most Innovative Market Research Services Provider in North America and #4 Worldwide, Up 32 Places to Become Fastest Rising Company! I am thrilled to announce that the GreenBook Research Industry Trends (GRIT) Report just came out today and the industry has ranked OdinText the #1 most innovative research services provider in North America and the #4 most innovative research company in the world!

GRIT Top 5 Marketing Research Firms 2017

It’s only been one year since we first debuted on the list—and only two years since OdinText launched—and we’ve already jumped 32 spots, making us the fastest rising company on the list.

As a start-up, it’s a huge honor to appear alongside venerable research giants like Nielsen and Ipsos. We’ve come a long way in an incredibly short time, but to be ranked as the most innovative research provider in North America by members of the industry really raises the bar for us.

I’m so very grateful to our users and fans for voting for us, but honestly our research industry clients are the real innovators. We simply provide the tool; you make the magic happen. I’m frequently blown away by the creativity many of you bring to bear using OdinText to unearth insights in ways even I hadn’t thought of.

Thanks also to GreenBook Blog’s Editor-in-Chief and Publisher of GRIT Lenny Murphy for all of his hard work and for calling OdinText “a stand-out example of a technology-enabled solution based on established, applied research principles” and “definitely one to watch!” (Check out our press release for more details.)

Lastly, my congratulations to the other fantastic and innovative research providers named to the GRIT Top 50. All of the companies on this list are worth a close look, and some of the new up-and-comers may be top the list in coming years (check all 50 firms and the full report here).

Thanks again for your support and congratulations to the GRIT Top 50!


About Tom H. C. Anderson

Tom H. C. Anderson is the founder and managing partner of OdinText, a venture-backed firm based in Stamford, CT whose eponymous, patented SAS platform is used by Fortune 500 companies like Disney, Coca-Cola and Shell Oil to mine insights from complex, unstructured and mixed data. A recognized authority and pioneer in the field of text analytics with more than two decades of experience in market research, Anderson is the recipient of numerous awards for innovation from industry associations such as CASRO, ESOMAR and the ARF. He was named one of the "Four under 40" market research leaders by the American Marketing Association in 2010. He tweets under the handle @tomhcanderson.

Whose story are you telling?

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 the right context, they can be misinterpreted. It might be difficult for clients to trust that a verbatim is representative of the sample (let alone the greater population). And then there's bias … how easy it is for anyone human to create a biased narrative with just a little data and some imagination.

Yes, a biased narrative. The plague that can hit anyone in the research field. Researchers must mitigate the risk of biases in their research. They work hard to avoid selection bias, especially challenging within segmentation research but necessary. They avoid cognitive bias, analytical bias. And then there's confirmation bias.

Need a refresher? Confirmation bias is the tendency to interpret new evidence as confirmation of one's existing beliefs or theories. With little information, an observer can create a very complex narrative about motivations and emotions that might not be accurately representative of the research. (An example of how easy it is to create narratives is the Heider-Simmel experiment [Heider-Simmel Animation]. Go ahead, watch and reflect).


How does this relate to open ended survey questions?

Traditionally, researchers must read -- or must rely on others to read and report to them -- every open-ended response in a study and create a narrative of the key point and themes contained in that unstructured text. Their reports include verbatims or quotes from respondents that support their findings and conclusions. That's why text analytics is so helpful.  A researcher, who knows all about biases and does the best they can to mitigate them, can rely on the very statistical measures they tout to help them do their work better. With text analytics researchers, can find the important themes in the open-ended responses and quantify/validate that data.

Text analytics – and in particular OdinText – allows researchers that want to add both power and validity to their selected verbatims. Avoid bias by confirming that the stories they tell from the unstructured data are actually supported by the data.

In an age where so much emphasis is put on story telling, let’s not forget that stories are just that unless they are supported by data.

Next time you find yourself overwhelmed with unstructured data, and are tempted to just “tell a story”, please reach out. I’d love to show you with your own data how modern text analytics can ensure your story is based on fact!

Tim Lynch