Monthly Archives: August 2009

Research Industry Defines Online Terminology

The Association Collaborative Effort (ACE) is an initiative by research industry associations (AMA, ARF, CASRO, ESOMAR, MRA, and the MRIA) to address the industry issues surrounding online research and panel use.  The official purpose is:  to ensure that all online and panel researchers and users, no matter the industry segment or the association affiliation, share a set of understood and accepted process and performance guidelines.

Today, ACE announced that it has completed its first assignment: to create definitions of online terms so that the industry will have a common basis for discussing online research.  They have made these terms available on a nifty ACE website

Look for more work from ACE as the industry wraps its collective arms around the growing online research segment.

What 1.7 million people think of your brand

This is PURE fun though you might find a business use for it.  I came across a new site that is related to qualitative research and a lot of fun to boot. is a fun site that shows you a brand/logo and allows you to type in a word or phrase that you associate with that brand (just like in qualitative research).  I spent several minutes in something like a “lightning round” moving through as many brands as possible just for fun.

A really interesting experience is to reverse the process.  The site allows you to see a tag cloud of the most common words associated with a brand and YOU guess the brand.  The site times you and lets you know if you got it right.  It is fun to test your brand knowledge and see how you do.

If you want to be more “business oriented” you can do some research on your favorite brands including your employer or your clients.  You can click on the brand and the site will provide you with a tag cloud of the words the 1.7 million people before you have associated with that brand.

Give it a try.  It is fun and you might just impress your clients with your “deep insight” to their brand.

Research Design Structure Suggested

As researchers we are being called on more and more often to think of different methods for crafting our research design to carefully fit marketing needs and overall research objectives.  With the explosion of available tools and the resulting fragmentation of methods, choosing a research design is getting more and more complex and more and more powerful.  One result of this explosion of methods is our need as researchers to think holistically about research so we can apply it effectively.

The following blog article by Caryn Goldsmith provides an interesting structure for considering different types of research.  The article generated quite a few comments.  For the article and the comments, go to;

Paradigm Shift: Trends in Market Research

Published July 30, 2009 14 Comments

I’m a consumer advocate.  To advocate for them – to give them voice in the business decision-making process – I must know the best ways to learn from them.

As new techniques are developed, I can embrace them, refine them, reject them, or even create something else that will work better for my clients.  I want a large arsenal of effective tools.  And, when needed, I want to be able to combine approaches to address the client’s objectives in the best way possible.


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