Pettit: Survey + Cell + SMR #MRIA

Welcome to the virtual MRIA 2011 annual conference! This post reflects my personal musings and interpretations of MY presentation. It was NOT written during the presentation though it WAS posted minutes afterward. Any inaccuracies and silliness are my own.

Side by Side by Side: The Survey, Cell, SMR Study You’ve Been Waiting For Annie Pettit, Phd, Chief Research Officer Conversition Strategies

  • There is no such thing as a perfect market research method. Every method has strengths and weaknesses, pros and cons.
  • Survey research is great for generating census representative generalizations as well as frequencies and counting.
  • Surveys are limited in terms of the number of topics that can be covered in one survey before generating fatigue and annoyance.
  • Text message surveys are great for generating live in the moment data when people aren’t sitting at home relaxing or at work stressing.
  • But text surveys are short and sweet and don’t leave much room for details or explanations.
  • Social media research is great for learning about hundreds or thousands of topics from thousands and millions of people.
  • But social media research doesn’t have census rep precision.
  • Take the census rep precision of surveys, join it with the live experience of the text survey, and fill out the entire experience with social media research.
  • The best research project ignores methodology and focuses purely on research objectives. The right method will reveal itself then.
  • No nanaimo bars were handed out during the presentation though a few prizes were. Perhaps you should have come. 🙂

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