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4906582_sEvery winter I get on a non-fiction reading kick. With the new(ish) year underway, now feels like a great time to think a bit about our industry and best practices, to catch up on methodologies and alternative approaches we should be thinking about, and to explore what other thought leaders are publishing.

Creativity and inspiration may not necessarily spark from dense textbook surveys of the market research landscape, but they’re a good place to start. There are two books I would recommend for anyone interested in what we do and how we do it:

  • Ray Poynter’s The Handbook of Online and Social Media Research is a helpful introduction to online research, how it’s evolved over the past ten years, and how researchers reach out into the world in different ways to consult with consumers and business constituents in various categories.  This book is a great place to start learning about marketing research and some of the newer and interesting ways in which consumer insights are being culled (social media, communities, etc.)
  • Naresh Malhotra’s Marketing Research: An Applied Orientation, now in it’s sixth edition, is an excellent textbook for in-depth understanding of how market research can provide businesses with strategic value – exploring how insights from market research studies can be applied toward bigger picture business questions, hypotheses, and problems. This text is comprehensive, providing an overview of how many diverse market research methodologies contribute to feed into the channel of consumer feedback.

In addition to these resources, the field of psychology continues to contribute meaningful “food-for-thought” to market researchers. For a fifth (!) year in a row, Dan Ariely’s name and works have come up in our conversations around rational and emotional drivers for consumer behavior. Start with the famous Predictably Irrational, if you haven’t already, and if you find it engaging, follow his thinking through the more recent The (Honest) Truth About Dishonesty, on the shelves in many bookstores now.

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Once again, in the absence of a functioning Delicious to WordPress feed, a number of articles we’ve found interesting over the last month:

As Marty mentioned in a previous post, the new Delicious design is a little wonky, and no longer pumps content to our blog and Twitter account. So here’s a roundup of articles I’ve stumbled across over the past month that you may find interesting:

The U.S. Census Bureau Center for Economic Studies has long supported (for the past ~5 years) an online system for pulling area-based employment and residence data using a visual map-based selection tool called OnTheMap.  This software is fairly intuitive and fun to use, but can also be quite useful in exploring a specific market or region to understand where workers live and work, and how that has changed over time.

OnTheMap is useful for more than work location, however.  It’s a multi-layered mapping tool, with companion data on demographics, earnings, industry characteristics.  We’ve also used it to identify exact metropolitan statistical areas and radius ranges, to find transportation routes, greenspace, and tribal and military lands, and to simply better understand a physical marketplace.

For years, organizations like the Census Bureau relied heavily on point-in-time estimates, tables of statistics and physical and static maps for data exploration like this. As new systems come online, are developed further, and improved over successive versions, our ability to access information from our desktops is not only facilitated but empowered.

Infomous is a dynamic and intuitive navigation solution – perhaps soon to pop up on websites you visit.  Web developers for content-rich sites have integrated word cloud and tablet-style flip navigation over the past few years, but this is a solution that seems to combine aspects of both: reference triggers and dynamic script.  The tool is currently available in preview/beta version through a relationship with the provider, but will roll out later this year, ready for embed.  More info at Infomous – they have a demo up for world news, a version for sports news, entertainment news, science news.  It’s easy to explore and find links to try.

Jeff Ely, economics professor at Northwestern University and contributor to the Cheap Talk blog, recently wrote a great article about titles, or names.  His examples focus on bank names, and how they engender trust, and the names of legal documents, which could perhaps be simply skimmed to get a sense of utility or relevance. But the article is an interesting reminder and idea spark, for researchers and marketers.

There are varying degrees of scope and sophistication in our wildly different projects and initiatives. Our work is passed to our clients, to internal teams, to executive management, to various partners and outside parties. The names of studies, reports, presentations, tools used in the process, task force teams, strategic plans, products in development, etc. do matter.

Names should be clear and communicative – presenting the topic but also the considering the audience. Names should not be overly technical or detailed. Names should be intuitive, parsimonious, and should be readable (and intelligible) “out loud.” But names should also hold up over time, regardless of how related issues change or evolve. Future researchers should be able to refer back to your work, referencing a name that still communicates something to them. It’s somewhat a lofty challenge, if you think about the implication of the choice of title. The goal is to strike a balance between communication and brevity – if the name simply “fits” in these terms, it will likely carry and communicate as desire.