MRA Conference Quotes: Bill Neal and Marshall Toplansky face off

The MRA Conference started Tuesday with a bang!  Industry veterans, icons really, Bill Neal and Marshall Toplansky, faced off on a debate about the future of the industry, specifically social media.  The debate was fun, opinionated and wide-ranging.  Some great quotes emerged.  Here are some of them that may make you stop and ponder.

“The (technology) train has left the station.  If the research industry does not get involved, it will relegate itself to the dustbin of history.” Marshall

What bothers me about our industry is that the answer to “It isn’t perfect” is I won’t bother with it.  In technology, the answer to “It isn’t perfect” is “I’ll work to fix it.” Marshall

On Corporate Trends:

“Corporate researchers are investing in ongoing, real-time information systems.  They started with financial systems and they are moving to marketing systems.  They are moving from a focus on strategic research and into performance indices.” Marshall

“Our role is to be the arbiter of the voice of the customer in the C-suite.  Unfortunately we do not have a voice in the C-suite today.” Bill

“Corporate researchers are not able to make judgments to understand what is good research and what is not.  They want the top numbers to pass up to those paying for it.” Bill

“Big M marketing is waning; Little m marketing is increasing.” Bill   (Big M = branding and long term positioning.  Little m = tactical marketing to result in short-term sales.)

“The fundamental flow of information to the decision makers is inadequate.” Marshall

On Social Media as a Research Tool:

“I don’t care how big the data set is, if its not representative then its not valid.  There are gobs of people that are not represented in social media…I’m not sure its ever going to get to the point where it is representative.” Bill

“It’s the “why” part of it that a lot of this new technology is not addressing.” Bill

“Despite what I have seen at this conference, social media research has not reached the point where you will bet the company on it.” Bill

“Gobs of data does not relieve us from conducting statistically reliable and trustworthy analyses…(and) relieve us from making reliable projections that can be defended in the court of reality” Bill

I remember when people stood up and said “Scanner data is going to end all research.” Bill

“I remember when people said that scanner data was no good because we didn’t know anything about the people that the data represents.  It wasn’t long until loyalty cards were invented to solve that problem.  We will solve these problems with social media.” Marshall

“I am concerned that this drive to use social media as quantitative information is going to lead too many people to drive off the cliff.  I guess that’s my major problem with it.”  Bill

“I want to address this idea of “representativeness.”  Do you realize that this whole idea of “representativeness” is a load of crap?…We are stuck in an old paradigm that even Proctor & Gamble is moving away from.” Marshall

“We have a herd instinct going on with social media and we have a lot more work to do to make it predictable.” Bill

“I don’t think you appreciate the scale difference between social media and traditional research.  To give you a sense of scale, just in consumer electronics we analyze and collect 120 million comments a month.  We are looking at this as the law of large numbers.  A lot of the comments we would normally delete in a typical research project get bled out in the millions of comments from social media.” Marshall

“So woman comes on and complains about diapers and more moms agree and add on.  Eventually the discussion cascades and the entire social media discussion is about a topic that may or may not be important to the majority of moms.  This is one of the problems I have with social media.” Bill

“Its (social media) not the end all, its just another tool.  Don’t oversell it.  Don’t overuse it.” Bill

One Response to MRA Conference Quotes: Bill Neal and Marshall Toplansky face off
  1. salama Reply

    regards to your success……salamahistory.com

Leave a Reply

Your email address will not be published. Please enter your name, email and a comment.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>