Friday - June 1, 2012 | 13:30-14:30
Salon F

Solving Real Client Problems:
Closing the Gap with Social Media Data

An explosion of social media ‘listening’ techniques and technologies have taken the market research industry (and their clients) by storm in recent years. But amidst all of the buzz generated by these new modalities, many have been frustrated in their efforts to use these data to solve real client problems.  In this presentation, Environics’ senior team will look at where the gaps are and what needs to be done to eliminate them. Drawing upon lessons learned from case studies in the financial services, telecommunications, and public policy sectors they will demonstrate how attention to best practices can go a long way to delivering tangible benefits in the design and execution of social media research.

Case studies to be discussed include:

  1. Social Media Listening as an augment for traditional Focus Group Research – Environics’ team of researchers recently used SMR techniques to compare and contrast research findings from focus groups conducted with investors interested in socially responsible mutual funds. The presentation will highlight the opportunities and challenges facing researchers who seek insights and context for qualitative research in the blogosphere.
  2. Verbatim coding as a precedent for SMR content analysis – A demonstration of how Environics’ operations team have employed traditional verbatim coding principals/best practices to help contextualize and score blog content retrieved in social media scrapping exercises to provide.

Barry Watson, PhD, CMRP - Environics

Dr. Watson joined Environics in June 1988. In addition to his management and strategic responsibilities, his activities currently involve socio-cultural research as part of Environics’ Social Values practice. This work has covered North America, Europe, Asia and South America. It focuses on a range of applications including the new meaning of brands and communication technologies in our day-to-day lives, and evolving social trends as they broadly affect the marketplace. He has overseen a wide range of projects involving tourism, health and wellness, technology, education, energy, natural resources, and transportation.

Dr. Watson is a frequent speaker at seminars and conferences, and regularly briefs senior officials in government and industry on current and emerging issues. He  serves as president of the Marketing Research and Intelligence Association (MRIA). He is a past-president of the Canadian Association of Market Research Organizations (CAMRO), and a past-director of the Canadian Survey Research Council (CSRC). He is president of the International Research Institutes based in Switzerland and is also a member of ESOMAR, the World Association of Marketing Research.

Dr. Watson holds the Marketing Research and Intelligence Association’s Certified Marketing Research Professional (CMRP) designation, and a PhD in environmental studies from Pennsylvania State University.

John Crockett, CMRP - Director-Online Services, Environics

An explosion of social media ‘listening’ techniques and technologies have taken the market research industry (and their clients) by storm in recent years. But amidst all of the buzz generated by these new modalities, many have been frustrated in their efforts to use these data to solve real client problems.  In this presentation, Environics’ senior team will look at where the gaps are and what needs to be done to eliminate them. Drawing upon lessons learned from case studies in the financial services, telecommunications, and public policy sectors they will demonstrate how attention to best practices can go a long way to delivering tangible benefits in the design and execution of social media research.