3D DIGITAL DIMENSIONS 2011
(ONLINE + SOCIAL MEDIA + MOBILE) RESEARCH
MIAMI / 26 – 28 OCTOBER

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TELL ME WHAT YOU WANT, WHAT YOU REALLY, REALLY WANT
CREATING DESIRED RESULTS FROM SOCIAL MEDIA RESEARCH

Annie Pettit, Conversition and Research Now, Canada
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This presentation will teach you how to generate the social media research results you desire regardless of what the true results are. I will demonstrate how to gather social media data from the internet using inappropriate sampling methods, and how to select the wrong pieces of data and code it incorrectly. The topics of sampling, weighting, data quality, sentiment analysis, and text analysis will be highlighted so that you can understand the full range of options for mistreating data. The ultimate goal will be to create set of data that reflects our predispositions towards a topic as opposed to reality.

Attendees are required to come prepared with a sense of humour  (i.e., I will be speaking in jest!)

I must start with a kind thank you to everyone who chose to come to the Conversition session, despite all of the other great sessions that were available at both the Washington MRA and Kelowna MRIA annual conferences.

As well, thank you so much to everyone who shared kind words with us afterward. It’s always nice to hear that people learned something and felt their time was wisely spent.

As requested by many of our attendees, below you will a longer version of the presentation. Please do feel free to get in touch with us if you have any questions at all. Enjoy!

Mobile Mixed-Mode Research Workshop

Date: 06/06/2011
Time: 9:00 AM – 12:00 PM
Room: Palladian Ballroom

Technology has forever changed the way people live their lives and how businesses do business. Gone are the days of conducting a single mode, landline telephone survey to reach a representative sample. Using multiple data collection methods creates many challenges for marketing research. It also provides new opportunities for reaching and understanding different populations. With the advent of new technologies, researchers now have a wide range of options available to them. But what works and what doesn’t? How do we implement those new and still widely debated methods and provide reliable results?
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In this three hour immersion workshop, attendees will first get detailed explanations of four separate case studies that provide practical applications of online panels, cell phones, smart phones, SMS texting, IVR, social media, mobile web surveys, and tablets in actual mixed mode research studies.
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Attendees will then be challenged to put together an effective research plan using a variety of methods to collect opinions and sentiment from various “hard to reach” populations in less than ideal locations. This “hands on” session will provide participants with the knowledge of how to implement different data collection methods while understanding how each method augments and complements the others.
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I have to admit – I’m pretty excited! Kelowna BC looks to be a gorgeous site for this year’s annual MRIA conference. Add to that a ton of great speakers and it doesn’t get much better. We were lucky enough to be selected to speak at the conference and look forward to sharing what we’ve learned since we presented at last year’s conference. We hope to see you on Monday May 30, at 2:30 in the Chilcotin room!
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Side by Side by Side: The Survey, Cell, SMR Study You’ve Been Waiting For

In 2010, we saw sample social media research results, and we learned about the pros, cons, ethical implications of the method. Now, it’s about time we saw some real examples of how SMR works in cooperation with other methodologies. This presentation will showcase a cooperative study using results from three different methodologies, online panel surveys (fielded by global online sampling and data collection company, Research Now), cell phone surveys, and social media research. We will see where the results are similar and where they differ. We will discover how the strengths of one method build on the weaknesses of another method. We will discover data fusion at its finest.

Chief Research Officer Conversition Strategies

Annie Pettit, PhD is the Chief Research Officer of Conversition Strategies, a boutique market research company that specializes in social media research.

She has more than 15 years of experience as an online market researcher and specializes in survey research, data quality, and social media market research. Annie is a member of the CASRO, MRA, and ESOMAR social media research committees. She was previously the VP of Online Panel Analytics at Ipsos where she created their proprietary survey panel data quality system.

Annie tweets at @LoveStats and maintains the LoveStats marketing research blog where she occasionally showcases her attempts at being a better baker and gardener.

Today is the first ever Market Research Twitterversity, conceived of and hosted by the very talented Kathyryn Korostoff of Research Rockstar.  Follow the #MRXU hashtag on Twitter all day long to listen and learn from Kathryn and the visiting professors including  Annie Pettit, @LoveStats. Feel free to ask questions and make comments!

Check back later for more, but here are just a few of our favourite tweets so far:

• Remember: Satisfaction is an attitude, Loyalty is behavior–important to understand both #MRXU
• Biased sample: when data is collected from a group that is not representative of the intended population. #MRXU
• Triangulation: results from 1 study are compared to results from others (perhaps using different methods) to confirm or add context #MRXU
• When starting a quantitative project, the researcher has very specific hypotheses to test or questions to answer. http://dld.bz/uKZX #MRXU
• If you don’t know statistics, hire an expert or agency to help. Collecting data is a waste of $ of you don’t analyze it correctly. #MRXU

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Tomorrow marks the first ever Market Research Twitterversity, conceived of and hosted by the very talented Kathyryn Korostoff of Research Rockstar. Be sure to follow the #MRXU hashtag on Twitter all day long to listen and learn from Kathryn.

Kathryn has also invited a number of prominent researchers to join in as visiting professors, including our own Annie Pettit, @LoveStats. Check out who the other professors are here.

We hope you’ll join in tomorrow with lots of questions and comments!

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What are you doing on January 26, 2011? Well, we’ll be presenting at the NetGain 5.0 conference in Toronto.  Annie Pettit has been invited back to give a brief overview of where the various marketing research organizations stand in terms of developing their own social media research guidelines, as well as to discuss a few of the more controversial topics.

Here is the full schedule of speakers. Annie will be presenting during “Case studies relating to Social Media in the area of Marketing Research“. Her session is titled “The War on Social Media Research Standards” and you will see that it is indeed a war!

Annie will, of course, be tweeting the entire event using the hashtag #NetGain5 so be sure to follow along if you can’t be there in person.

If you’re lucky, there might still be an available seat. Register here and hope to see you there!

The first set of speakers has been voted on and among a great set of topics, you have chosen a session by our own Annie Pettit. Many thanks to those who joined in the voting process, and particularly to those who voted for us! We hope to bring you an informative and entertaining session.

And, it’s not too late to participate. You can still submit a poster or video. Visit the New MR virtual festival to find out more.

Mr Survey Flirts with Ms Social Media Research
Annie Pettit

Once upon a time, Mr Survey was going about his daily business measuring the quantity and frequency of purchases. But he was lonely and his life had no flavour. He was tired of talking to the same people all the time. While updating his status on his Facebook page, he heard about a lovely lady called Ms. Social Media Research. She was new to the scene and seemed so fun and exciting. Mr Survey wanted to know if she was looking for a new and wonderful friendship too. He wondered if she was interested in the same things or if she would bring a whole new perspective to his life. Could she be his perfect match? Could they be each other’s rock and build an amazing future together?

Vote for this session to find out whether Mr Survey and Ms Social Media Research find true love in each other’s arms. Brought to you by @LoveStats of Conversition Strategies.

Time is running out! Sign up for today’s preview of the MRA First Outlook Conference session on social media research guidelines. The webinar will highlight some of the issues that have been raised regarding this new methodology and, along with Jim Longo and Ray Poynter, is presented by Annie Pettit, the Chief Research Officer of Conversition Strategies.

Sign up here.

Peanut Labs and Conversition Strategies recently teamed up to contribute a presentation at the ARF Audience Measurement conference in New York. Enjoy the presentation here, along with a clip of Stacey from Peanut Labs, and a review from Mike, an intern at the ARF.