Research

This compilation of resources on marketing research contains information on improving qualitative research efforts, web analytics, and social media research tools, as well as ANA member case studies.

VTech, Meteor Solutions, and the Ayzenberg Group presented concrete best practices and actionable strategies for creating social marketing campaigns. They also discussed a case study on VTech's social media campaign and illustrated with real-world examples how the right strategy, content, and tactics can make your next social media campaign a huge success.

Pete Blackshaw, EVP, digital strategic services, Nielsen, shared a broad spectrum of digital trends impacting marketers today.

Joel Rubinson, chief research officer at the ARF, identified six big wakeup calls that the marketing research profession must focus on to remain relevant.

Thomas Gallagher, president of Gallagher-Lee Research, and Steve Sherman, director of market research at Virgin Mobile USA, discussed how Virgin Mobile USA has taken its advertising tracking to a new level to increase the value of its studies, answer ad-hoc marketing questions, and reduce the need for additional custom research.

After concluding the first two phases of their In-Home Commercial Ratings Test, the ANA’s Television Advertising Committee and The Nielsen Company are working on a potential path for providing individual commercial ratings (also referred to as brand-specific commercial ratings).

David R. Morse, president and chief executive officer of New American Dimensions, LLC, discussed reasons for bringing multicultural marketing and diversity to the foreground and presented eight rules for marketing to multicultural audiences.

Steve James, executive director, California Milk Processor Board, and Joshua Spanier, director of communication strategy, Goodby, Silverstein & Partners, shared a case study on their Effie Award winning "White Gold" campaign. Their challenge was to inspire teens to drink more milk, and they developed a buzz-worthy campaign around a fictional "White Gold" band to make milk hipper.

Matt Simpson, VP, strategy, Designkitchen, and Cherie Koster, senior manager, cultural marketing, Burger King, discussed how Burger King reached out beyond its core audience to successfully engage moms via Club BK, an online, multiplayer game and e-CRM program for kids.

Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster’s new lunch program, which is focused on keeping customers during the recession.

Matt Aldrich, director of business intelligence and customer marketing at Navistar, discussed how International Truck reinvented itself by doing the unexpected, investing in the Web, and using branded entertainment and automotive techniques to launch new truck brands.

Eric T. Peterson, founder, Web Analytics Demystified, shared three key steps companies can take to become savvier about web analytics.

Allan Linderman, president of Linderman Media Group, proposed a new process whereby marketers can evaluate traditional and online media using the same currency.

Adam Cane, senior sales engineer of the Atlas Institute at Microsoft Advertising, discussed a new model for measuring conversion rates and presented a case study on how Alltel used engagement mapping.

David Kaplan, SVP, Research & Product Development, Nielsen IAG, shared insights based on Nielsen IAG's online advertising effectiveness measurement.

Richard Kelly, global marketing research leader at GE Capital, shared GE’s systems and processes for applying innovation in everyday thinking to take on some of the company’s (and their customers’) toughest challenges.

Donald E. Sexton, PhD, a professor of marketing at Columbia University and president of The Arrow Group, Ltd., discusses one key way to link marketing activity to financial performance.

Christopher W. Miller, of Innovation Focus, showed how improvisation can lead to innovation in market research.

Joe Lagani, vice president of brand sales at Glam Media, discussed how Tinker can help drive conversations between brands and consumers.

Karen Brewer, VP of customer experience at Autodesk, discussed the company’s newly-launched Autodesk Partner Portal and the importance of bringing the customer’s voice into development process of online properties.

Chris Hall, president and CEO, BBDO Atlanta, shared insights regarding how Americans are reacting to the recession from BBDO’s ongoing ethnographic study.

Bill Moult, Found Partner, Sequent Partners, and Jim Spaeth, Founding Partner, Sequent Partners, shared the results of a Video Consumer Mapping Study.

Jerry Canning, Director, Google Financial Services, discussed how marketers in the banking sector can gain insights into their customers and prospects by analyzing their website behavior, search engine terminology, and posts on social media sites.

Representatives from Google provided insight on how search data and social media can benefit marketers.

Steve Bratspies, Senior Vice President, Dry Grocery, Wal-Mart Stores, Inc., discussed Wal-Mart’s strategy for success during this economic downturn.

Michael Dunn, CEO and Chairman, Prophet, shared six best practices for becoming more consumer centric and case studies featuring Wachovia and Charles Schwab in this presentation.

Google’s Chris Rippey and Mandy Gardiner discussed how marketers in the insurance industry can use online tools to analyze trends in the digital world.

Terrie Brennan with The Nielsen Company discussed different ratings systems for commercials and shared the results of a test pilot program for Ad-ID.

Jack Krawczyk and Chris Woods at Google discussed how marketers can utilize search to learn more about their consumers and their needs and engage them.

One member of the ANA’s Research Committee offered their perspective on the essential metrics to be used in copy testing.