“It is a school of thought seemingly embodied by the agency Conversition, which describes itself as a social media research company, as distinct from social media monitoring and social media analysis. “Social media research is the application of scientific marketing research principles to the collection and analysis of social media data such that valid and reliable results are produced,” says the agency’s website.
What this means in practice is that Conversition produces similar outputs to a traditional market research agency, only it sources its data from the social web rather than through surveys. There are some limitations to the approach. Brand or product awareness is impossible to measure, says chief research officer Annie Pettit, explaining that just because someone doesn’t mention a brand in an online conversation doesn’t mean they are unaware of it.
Otherwise, Conversition has most of the basic tracking measures covered. And, says Pettit, it’s wholly possible to use the company’s data to create working predictive models – and why wouldn’t you? “That is the whole purpose of market research,” she says.”
New York, NY, January 25, 2010 – Conversition Strategies, the developer of social media research product evolisten™ and www.tweetfeel.com, has appointed Annie Pettit, PhD, as its new Chief Research Officer.
With over 15 years of market research experience, Pettit was previously the VP of Online Panel Analytics at Ipsos Interactive Services, as well as a private consultant in the area of research analytics. She holds a PhD in Experimental Psychology, was previously licensed as an Industrial/Organizational Psychologist, and has specialized in the area of online survey data quality. Pettit is also known under the LoveStats moniker as an avid market research blogger (www.anniepettit.com) and tweeter (@LoveStats).
“We are so pleased to have Annie join Conversition as our CRO,” states Tessie Ting, co-founder of Conversition. “As the architect behind the iPi4 multi-stage survey data quality process at Ipsos, she demonstrated a level of industry knowledge and research expertise that our clients will appreciate. Her skills will ensure that our research products continue to reflect the highest degree of rigor.”
About Conversition Strategies:
Conversition Strategies is a boutique online market research firm based in the US (Conversition Strategies Limited) and Canada (Conversition Strategies Incorporated). Conversition listens to consumers by applying scientific principles to the collection and analysis of social media data. Its strength lies in combining the expertise of globally respected market researchers with social media mavens.
For more information please feel free to contact:
Jeremy Chaput
jeremy@conversition.com
647.998.3854
New York, NY, January 6, 2010 – Conversition Strategies, the architect behind sentiment giant www.tweetfeel.com and opinion network www.mattermeter.com, has officially released its flagship social media market research product evolisten™
Built by market research experts for the market research industry, evolisten™is new process for creating valid and reliable research from a non-traditional data source, social media data. It combines the scientific principles of both qualitative and quantitative research into a proprietary process that results in meaningful and actionable research.
evolisten™follows strict processes for seeking out and identifying relevant social media data. Data is funneled through numerous data quality processes, analyzed with a proprietary hierarchical sentiment engine, and sampled and weighted. More than 600 specific key measures and their norms, including the marketing mix measures (product, placement, pricing, promotion) and the traditional research measures (purchasing, recommendations, trial) are tracked on a daily basis. Because of these features, Jean Davis indicates that, “clients are telling us they have seen many offerings of social media data, but evolisten finally offers real social media research.”
Tessie Ting adds, “Clients feel really comfortable with evolisten because they have the choice of carrying out their own analyses with the customized portal or they can choose a product from our full service products.” evolisten™includes a suite of products, namely evoClarity, evoSeg, evoConnect, and evoAdScan, to provide brand equity, usage and attitude, segmentation, ad and campaign tracking, and customer experience research needs.
We speak research, not buzz or tech.
About Conversition Strategies:
Conversition Strategies is a boutique online market research firm based in the US (Conversition Strategies Limited) and Canada (Conversition Strategies Incorporated). Conversition listens to consumers by applying scientific principles to the collection and analysis of social media data. Its strength lies in combining the expertise of globally respected market researchers with social media mavens.
Conversition Strategies announces the launch of www.tweetfeel.com/biz, a subscription based service site that lets companies track the sentiment and content of Twitter chatter with accuracy and specificity.
Toronto, November 4, 2009: CONVERSITION releases www.tweetfeel.com/biz, a subscription service website that allows users to monitor the feelings Twitter users express towards products, companies, and other popular topics such as celebrities and movies. This new offering builds on the success of the free consumer version, and includes an increased focus on accuracy and comprehensiveness.
Tweetfeel.com/biz incorporates traditional research methodologies to ensure that the entire process of measuring and reporting sentiment is as valid and reliable as possible. After users specify the relevant search terms and keywords, www.tweetfeel.com/biz immediately begins to gather tweets in real-time. www.tweetfeel.com/biz then uses a multitude of complex algorithms to evaluate tweets in terms of both positive and negative sentiment.
Unique features available in www.tweetfeel.com/biz include the ability to create very specific and accurate search terms by specifying terms that must be searched and terms that must not be searched. Users can also build customized stories to monitor exactly how people are talking about each search term. These stories, or themes, allow users to identify the most popular and least popular topics, thereby permitting actionable insights to occur. Charts and graphs allow users to easily monitor changes in brand sentiment over time.
Tessie Ting explains, “Sentiment analysis is a difficult process in itself, but by developing a very comprehensive set of algorithms, and relying on our knowledge of valid research practices, www.tweetfeel.com/biz demonstrates a level of validity that makes brand tracking of Twitter data highly reliable and very simple.”
“This industry is no longer just about sentiment,” says Jean Davis. “It’s about understanding why people have positive or negative feelings towards something. Understanding the story behind the emotions turns raw data into useful data.”
For a personalized demonstration of www.tweetfeel.com/biz, please contact Jean Davis.
www.tweetfeel.com/biz offers subscriptions for individual or small business users as well as enterprise pricing.
About Conversition Strategies:
Conversition Strategies is a marketing research firm that listens to consumers by applying scientific research principles to the collection and analysis of online social data. Our strength lies in combining the expertise of respected market researchers with that of social media mavens. Our services are complementary to traditional market research methodologies and help you gain a more holistic view of how people engage in conversation regarding your product, service or brand.
For 24 hours, starting May 13, 2009, MatterMeter was on the TechCrunch CrunchCam. It was just too silly a proposition to pass up! Here are a few stills from the day, including the whiteboard going up, the dog going for a walk, the sombrero segway guy, and someone checking out the board.
The Conversition team had several exciting days last week, all related to MatterMeter! In reverse order….
Third, and most exciting, Mashable, which describes themselves as “the world’s largest blog focused exclusively on Web 2.0 and Social Networking news with more than 5 million monthly pageviews,” in association with Microsoft BizSpark, selected www.MatterMeter.com for a review. What day did this happen? It happened May 7 which is Jean’s birthday! Of course! Adam Ostrow called MatterMeter ‘intriguing,’ ‘interesting,’ and ‘very frank.’ We’ve read the review about 43 times so now it’s your turn. Read it here.
Second, we launched a great new MatterMeter widget which you can easily download to your own blog, website, or homepage. Click here to get yours!
First, we welcomed a new member to the team, Jeremy, our MatterMeter man! Welcome to the ride Jeremy! It’s only just begun.
