mrga - journal march 2011

8/7/2019 MRGA - Journal March 2011

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Tsunami Relief :: How You Can Help

Exclusive Interview With Toluna, Discussingthe Latest Market Research Trends

6 Steps to Understand, Engage, andActivate Facebook Fans

03.18.11Volume 1

Issue 2


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5 Welcome to theMRGA JOURNAL

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MRGA JOURNAL

JOURNAL ENTRIES

Volume 1, Issue 2 :: March 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.

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7 Music For Relief ::Tsunami Relief

16 Featured Bloggers YouShould Follow Now

18 Featured MRGABlog Posts

21 Corporate MembershipSpotlight

22 The Latest Trends InMarket Research :: MRGAInterviews Toluna

19 LinkedIn Conversations

35 New MembershipSpotlight

40 Top Stories

44 Events

46 Videos

49 Social Media Innovators

38 Customer CentricityNo Longer an Option

37 6 Steps to Understand,Engage and ActivateFacebook Fans

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http://www.2020research.com/qualanywhere-mrga


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Welcome to the second edition of the MRGA JOURNAL. We believe in the midst of humantragedy that it is our obligation to come together to help protect others from chaos, the cold,starvation, displacement, and give of ourselves. The hardest thing is finding a good causeto get behind. We thought that music would be the perfect way to invite you to give and

help those lost in Japan.

We have partnered with Music for Relief to assist in raising money for the devastated in Japan,and the on going effort to relieve the devastated in Haiti.

I hope you will join our cause and give what you can on your own. The MRGA will be donating10% of its profits to aid in this effort through the rest of 2011.

Please follow the articles back to the original bloggers or the MRGA Discussions Forum and comment with your thoughtsor write another article if you feel inspired. We have no agenda other than to support what you, our members and readersare interested in. We give all of our members an equal voice as it pertains to market research!

If you are inspired to write a story or publish an article as a professional member, please do it it only costs your time toparticipate. If you are a company and want to share ideas about your company brand you just need to become acorporate member. All you need to do to share your news is be a member of the MRGA, and pick one of these areaswithin the MRGA Community and we will publish it.

Step 1. Become A Free Professional Member (Individual) of the MRGA or Become A Paid Corporate Member (CompanyBranding) of the MRGA.

Step 2. Create Content or Lead Groups of Like Minded Professionals - Pick Your Publishing Destination::

Market Research Conversations (Industry Announcements:: Post Blogs Commentary, News, Press, White Papersetc.)

Forums & Discussions (The best place to gather like minded professionals under industry topics)

Groups & Online Product Labs (Join other like minded professionals to discuss topics and follow product innovation.) Events (Post Your Industry Events, Webinars, Speaking Engagements, Interviews etc.) Videos (Have media content you want to share with the world? Post it here and share)

Step 3. The MRGA will automatically publish and optimize your content through our one-click publication network assoon as you click submit! Our network publishes to over 17,000+ instantly. Our network is comprised of ::

MRGASN ResearchVibes GreenBook Blogs (Selected Commentary) Social Media Resources (LinkedIn, Twitter, Facebook and More!) Our goal is to give you an easy to publish, share, and achievable open platform that opens gives you ownership of

your content and indexes for it the industry.

The podium is yours,

Eric Bell, Founder & CEOThe Market Research Global [email protected]

Volume 1, Issue 2 :: March 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0. 5

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Welcome to the MRGA JOURNAL

Eric Bell, Founder & CEOThe Market Research

Global Alliance

Click To

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Where ever you see the bluebubble, click to comment. or justvisit the discussion forum to seewhat other industry thoughtleaders are saying!
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http://www.ichartsbusiness.com/http://www.ichartsbusiness.com/


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A 9.0 magnitude earthquake rocked Japan on March 11th,

2011, causing massive destruction and an enormous tsunami

that washed away coastal communities. Thousands of

buildings have been destroyed and the death toll is rising

rapidly.

Japan's most powerful earthquake since records began has

struck the north-east coast, triggering a massive tsunami.

Cars, ships and buildings were swept away by a wall of waterafter the 8.9-magnitude tremor, which struck about 400km

(250 miles) north-east of Tokyo.

A state of emergency has been declared at a nuclear power

plant, where pressure has exceeded normal levels.

Officials say 350 people are dead and about 500 missing, but it

is feared the final death toll will be much higher.

In one ward alone in Sendai, a port city in Miyagi prefecture,

200 to 300 bodies were found.

The quake was the fifth-largest in the world since 1900 and

nearly 8,000 times stronger than the one which devastated

Christchurch, New Zealand, last month, said scientists.

Thousands of people living near the Fukushima nuclear power

plant have been ordered to evacuate.

Japanese nuclear officials said pressure inside a boiling water

reactor at the plant was running much higher than normal

after the cooling system failed.

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9.0 Earthquake Hits Japan

Continued

Music for Relief is artists, musicindustry professionals, and fansworking together to createpositive change. Their mission isto support disaster relief andreduce global warming. Click hereto learn more about Music ForRelief.

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Officials said they might need todeliberately release someradioactive steam to relieve pressure,but that there would be no health risk.

US Secretary of State Hillary Clintonhad earlier said the US Air Force hadflown emergency coolant to the site.

But US officials later said no coolanthad been handed over because theJapanese had decided to handle thesituation themselves.

The UN's nuclear agency said four

nuclear power plants had shut downsafely.

Measured at 8.9 by the USGeological Survey, it struck at 1446local time (0546 GMT) at a depth ofabout 24km.

The tsunami rolled across the Pacificat 800km/h (500mph) - as fast as ajetliner - before hitting Hawaii and the

US West Coast, but there were no reportsof major damage from those regions.

Thousands of people were ordered to evacuate coastal areas in the states of California,Oregon and Washington.

The biggest waves of more than 6-7ft (about 2m) were recorded near California'sCrescent City, said the Pacific Tsunami Warning Centre.

A tsunami warning extended across the Pacific to North and South America, wheremany other coastal regions were evacuated, but the alert was later lifted in most parts,including the Philippines, Australia and China.

Strong waves hit Japan's Miyagi and Fukushima prefectures, damaging dozens ofcoastal communities.

A 10m wave struck Sendai, deluging farmland and sweeping cars across the airport'srunway. Fires broke out in the centre of the city.

MRGA JOURNAL

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9.0 Earthquake Hits Japan (Continued

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Music For Relief is a grassroots effort comprised of musicians, music

industry professionals and fans who believe that together we can

create positive change.

BACKGROUND: Established in 2005 to provide aid for those affected by

the Indian Ocean Tsunami, the idea for Music For Relief originated

amongst the members of the band Linkin Park who wanted to do

something to help those affected. The idea was that if they made a

donation, and then asked their musician peers and their fans to make

a donation as well, a huge impact could be made in assisting relief efforts.

With this in mind, they started reaching out to others in the music community

to get involved and became the founders of Music For Relief.

ACCOMPLISHMENTS:

Over $3,900,000 in donations 810,000 trees planted to sequester more than 270,000 tons of CO2 Our programs have helped survivors of: 2004 Indian Ocean Tsunami Hurricanes Katrina, Rita, Hannah, Ike & Gustav Cyclones Nargis in Burma, Sidr, and Aila in Bangladesh Wildfires in Southern California & Victoria Australia Typhoons Ketsana, Parma, Morakot and Lupit in Southeast Asia 2010 Haiti Earthquake Zimbabwe Cholera Outbreak Tornado in Mena, Arkansas Chinas Wenchuan Earthquake 2009 Earthquakes in the Pacific Islands and Indonesia Monsoon Flooding in Pakistan

MFR Environmental programs have helped educate artists and fans about how they can reduce their carbon

footprint also how climate change impacts weather related disasters.

CLICK HERE TO VIEW THE MUSIC FOR RELIEF 2009 ANNUAL REPORT

PROGRAMS:

Pakistan Flood Relief

MFR is raising funds and awareness to help the 20 million lives affected by severe flooding in Pakistan, the worst in

living memory. In partnership with The UN Refugee Agency, 100% of funds will help provide shelter and other life-

saving aid.

Download to Donate For Haiti v2.0

Its been a year since the devastating Haiti earthquake, but the crisis continues today with nearly one million people

living in temporary shelter and makeshift camps. Since the earthquake Haitians have endured a Hurricane, flooding,

and a cholera outbreak which began in October.

MRGA JOURNAL

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About Music For Relief

http://api.ning.com/files/MJkvYoFLHgpAmL2lUEBt0kwkx6yXqGYO9LcuxkkcJK3eoEuNcuzAou559uhs7YQct2j-nRu8qocMfFVLkUg9jxmbwaJwQwcy/MUSICFORRELIEF2009ANNUALREPORT.pdfhttp://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.musicforrelief.org/page/donate-1http://api.ning.com/files/MJkvYoFLHgpAmL2lUEBt0kwkx6yXqGYO9LcuxkkcJK3eoEuNcuzAou559uhs7YQct2j-nRu8qocMfFVLkUg9jxmbwaJwQwcy/MUSICFORRELIEF2009ANNUALREPORT.pdfhttp://www.musicforrelief.org/


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Music for Relief has re-launched Download to Donate for Haiti with Causecast

in an effort to support another year of recovery efforts and keep public

attention on this critical situation.

To participate, make a $10 donation with your mobile phone: text RELIEF to

41010 or with a credit card or PayPal at downloadtodonate.org. and receive

a one year music subscription featuring 60+ songs donated by outstanding

artists. New songs and updates from the ground in Haiti will be added each month.

The program will support the medium and long-term challenges of reconstruction, including delivery of food, clean water

and medical care, as well as the rebuilding of schools for children affected by the earthquake.

Music for Relief Green Home

As a part of our ongoing partnership with Habitat for Humanity, MFR is funding and building homes for families in need of

safe, decent, affordable housing. Homes are built using environmentally sustainable practices to help the environment,save the homeowner family money and help eliminate substandard housing. Learn more

at www.musicforrelief.org/habitat.

One Million Trees

MFR has planted over 810,000 trees to date to restore forests that help clean the air, water and provide habitats for

wildlife. Our goal is to reach 1 million trees by the end of 2011.

Programs Disaster Relief :: Zimbabwe Cholera Outbreak

Funded the air freight of critically needed medical supplies and pharmaceuticals worth $2M (wholesale) to Harare Hospita

in Zimbabwe during the cholera outbreak in January of 2009.

Australia Bushfires

Contributed to help individuals and families displaced in Red Cross shelters following the 2009 Australia Bushfires as well

as people whose homes were destroyed.

Mena, Arkansas Tornado Recovery

MFR supported the clearing of trees, debris and roof repair through a donation to partner organization Hands On Disaster

Response. MFR also helped recruit volunteers who completed this work with HODR staff and residents in Mena, AK.

Haiti Long Term Hurricane/Flood Recovery

Funds contributed by MFR helped provide food, clean water and reforestation including a fruit tree distribution program

to benefit impoverished people in the Central Plateau and La Gonave, Haiti.

Cyclone Aila in Bangladesh

This program provided clean water, meal packets/dry food packages, and plastic sheets for temporary shelter in

partnership with BRAC in response to Cyclone Aila in Bangladesh.

CA Wildfires

In partnership with Direct Relief International, Music for Relief provided funding for face masks and other supplies for

firefighters. Additionally MFR contributed to the American Red Cross for food, clothing, and other necessities for evacuees

in shelters during the wildfires as well as the general emergency fund for future needs.

MRGA JOURNAL

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About Music For Relief(Continued)

http://www.downloadtodonate.org/https://fundraising.intelis.com/hfhgla/Donations/CampaignDetail.jsp?CI=cc0d0bb8121c1deee52100134c116883http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.musicforrelief.org/page/donate-1https://fundraising.intelis.com/hfhgla/Donations/CampaignDetail.jsp?CI=cc0d0bb8121c1deee52100134c116883http://www.downloadtodonate.org/


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Typhoon Morakot

Supported the distribution of food, clean-up supplies and relief kits to 700

people living in emergency shelters in Taimali Township and Jiadug

Township following the deadly Typhoon Morakot. *Funds contributeddirectly to World Vision Taiwan

Indonesia Earthquake Recovery

Following two major earthquakes, heavy rain and landslides MFR funded and helped

recruit volunteers for HODRs clean up and reconstruction efforts. This project included the reconstruction of 20

homes saving 20% of the materials to rebuild new houses.

Past Programs Environmental Protection and Restoration

Send Dirt

With funds raised by MFR throughout the summer of 2009 on the Vans Warped tour, in January of 2010 6th and 7th

graders from Southern Louisiana transferred 600 plants to the wetlands of Terribone Parish in Louisiana to helprestore and protect the states valuable wetlands. Plants, tools and equipment were funded by the Send Dirt

campaign.

Tree Planting in Chinas Inner Mongolia Desert

Funded the planting of over 8,000 trees with the Jane Goodall Foundations Shanghai Roots & Shoots Million Tree

Project to offset 2200 tons of CO2 and reduce dust storms coming off the desert.

*Funds contributed directly to Shanghai Roots & Shoots.

Hurricane Katrina/Rebuilding the U.S. Gulf Coast

In February of 2008, Music For Relief volunteers, Linkin Park, and Coheed and Cambria traveled to New Orleans to

help build homes with Habitat for Humanity for victims of Hurricanes Katrina and Rita. Thanks to generous

donations from supporters, Music For Relief fully funded two new homes in New Orleans.

Cyclone Nargis/Myanmar/Burma

Music For Relief responded by contributing funds to the humanitarian response of World Vision which provided aid

to over 100,000 survivors of the disaster. Nargis, the severe cyclonic storm which struck the Burmese coast on May

2 and 3, 2008 caused catastrophic destruction and is estimated to have claimed 135,000 lives including those still

missing.

Reducing Global Warming

In 2008 Music For Relief raised awareness about global warming and the connection between climate change and

increased strength and frequency of natural disasters like storms, floods and droughts. We provided information

and tools to help our supporters decrease their carbon footprint and become active in reducing global warming intheir own communities. We sold carbon offsets at live music events offsetting 750 tons of CO2 through Native

Energy and collected donations specifically for environmental initiatives. Music For Relief planted over 332,000 trees

with partner organizations American Forests and Tree Canada in an effort to clean the air and water, provide a

necessary habitat for wildlife, and sequester C02 emissions.

MRGA JOURNAL

12Volume 1, Issue 2 :: March 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.

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2008 Hurricane Response in the U.S. Gulf Coast and the Caribbean

Responding to Hurricane Ike (and other 2008 Atlantic hurricanes Fay,

Gustav, and Hanna) to help victims in Texas, Louisiana, and Haiti Music

For Relief made a contribution to Direct Relief International. This contributionenabled the shipment of medical and health supplies for displaced people in

shelters as well as clinics and hospitals in the affected regions. Haiti and

areas of southeastern TX and Louisiana were devastated by flooding

leaving tens of thousands of people stranded.

Earthquake Recovery in China

Music For Relief and Emma Ticketmaster in China donated $100,000 for recovery efforts following the devastating

5.12 earthquake centered in Wenchuan; the World Bank matched our donation. This partnership funded four post-

earthquake recovery projects described below; all were proposed by grassroots organizations in China and chosen

via China World Banks 2nd China Development Marketplace (CDM).

Eco residence and community recovery: Utilizing an earthquake resistant design and environmentally friendlymaterials, this project will rebuild homes for those left homeless after the 5.12 earthquake.

Residential primary school recovery: Many children in the earthquake affected region live at residential schools

while their parents travel to cities to work. This project provides funding to a residential school to help replenish

books, toys and other supplies as well as train volunteers to provide psychological counseling for children affected

by the earthquake.

Fanbei village medical center support: This project will provide necessary equipment and training to a rural medical

clinic in the earthquake affected area which will improve immediate conditions for local residents medical care as

well as preventative care.

School support social work: This project provides funding for children who lost one or both parents in the

earthquake so that they are able to live at the residential school which they had been attending.

Music For Relief was honored to participate in the 2nd China Development Marketplace (CDM) in Beijing on Oct 21-

22, 2008. At the CDM, grassroots civil society organizations from all over China proposed innovative ways to address

many social and environmental issues including earthquake recovery.

Zimbabwe - Cholera Outbreak

Responding to the Cholera Outbreak in Zimbabwe which began in August 2008 as a result of the collapse of the

health system in that country, MUSIC FOR RELIEF made an initial contribution to Direct Relief International covering

the cost to airlift a shipment of water purification tablets, cholera medication and oral rehydration solution to

Harare Central Hospital for immediate use. We are monitoring the situation in Zimbabwe and determine if there areeffective ways in which MUSIC FOR RELIEF can provide further assistance.

MRGA JOURNAL

13Volume 1, Issue 2 :: March 2011 MRGA JOURNAL by MRGA Members is licensed under a Creative Commons Attribution 3.0.

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http://www.usamp.com/


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The Research Club is an industry renowned series of International networking events for everyone involvedin market or social research. The Research club provides the opportunity to make new contacts, develop

national and international business opportunities and keep up to date with the latest industry developments.

Its fully endorsed by ESOMAR with several joint events held worldwide.

Events are held in London, Paris, New York, Amsterdam, Hamburg, Milan and more recently in Dubai. Key

locations in Asia Pacific, North & South America and Africa are also planned for 2011. Los Angeles,

Melbourne, Mumbai Hong Kong and Singapore in the first quarter! Each event is an opportunity for delegates

to meet with like-minded research professionals and create and maintain national and international networks

all within a relaxed and informal setting whilst enjoying complimentary drinks and canaps.

The Research Club is a great opportunity to promote your brand and your company capabilities as well having

an enjoyable evening.

We think The Research Club is great, but then again you might be thinking thats what youd expect us to say!

What really matters is what the people who attend The Research Club have to say and also those that

sponsor the Research Club. What do they think?

So dont just take our word for it, here are a few words from some of the folk that have attended The

Research Club.

Wow, great event in Los Angeles yesterday! It was wonderful meeting you, as well as discovering the Research

Club. Thanks for working hard to put on such a great event. I really enjoyed it, and have to say it was the best

marketing research mixer Ive been to. KK Holland, The Pollux Group Inc. The turnout was great and the event

was awesome.

Mike Brezner, uSamp Inc.

The Research Club night in Paris was great! There I met many new colleagues some of whom I spoke with

during the day at the SEMO Salon. With all these researchers we relaxed and enjoyed ourselves chatting about

life, and of course about opportunities of partnership. I cant wait for the next Research Club!

Federica Sacchi, Lorien Consulting

Good gathering of senior members of the market research industry in Italy, mainly representing marketresearch agencies and fieldwork providers. The excellent location and the relaxing atmosphere helped to make

of this networking event a successful one. An experience to repeat in the future.

Marco Gastaut, Toluna South Europe Sales Director

The Research Club was the best thing that happened at SEMO this year.

Patrick George, Askia

Click here to view upcoming events!
http://www.theresearchclub.com/events/london/http://www.theresearchclub.com/events/paris/http://www.theresearchclub.com/events/new-york/http://www.theresearchclub.com/events/amsterdam/http://www.theresearchclub.com/events/hamburg/http://www.theresearchclub.com/events/milan/http://www.theresearchclub.com/events/dubai/http://www.theresearchclub.com/events/http://www.theresearchclub.com/events/http://www.theresearchclub.com/events/dubai/http://www.theresearchclub.com/events/milan/http://www.theresearchclub.com/events/hamburg/http://www.theresearchclub.com/events/amsterdam/http://www.theresearchclub.com/events/new-york/http://www.theresearchclub.com/events/paris/http://www.theresearchclub.com/events/london/


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Kathryn Korostoff

The founder and president of Research Rockstar, a company thatdelivers online and in-person training to busy professionals seeking toget the most from market research investments. Prior to ResearchRockstar, Kathryn completed the transition of Sage Researchanagency that she founded and led for 13 yearsto its new parentcompany.

Market Research Trends: What's OutPosted by Kathryn Korostoff on February 18, 2011

In late December/early January, many of you participated in Research Rockstar's MR Predictions site. Severalpeople posted predictions (35 in total), and many more cast votes for or against those predictions. By the time Iclosed voting, over 700 votes were cast.

I have finally written up the findings as a paper, which you can download (see below).

The results point to some important changes for the way market research is sold, conducted and reported. No

surprise therewe all know that the rate of change in our industry is swift these days.

Still, some of the predictions are debatable. So how might one draw conclusions given all of this uncertainty? Imade my best attempt in the paper, including my list of whats out, which I have copied here:

Assuming one project=one data collection approach. I think this is self-evident given some of the top 10items discussed in the paper.

Assuming that every MR project is either a focus group or a survey. Again, obvious.

Market Research agencies controlling sample access. Lets be honest: one of the reasons clients have

relied heavily on agencies in the past is because they had access to the most qualified participants. But panelcompanies will start catering to end-clients (or new panel companies will seize the moment), and the rise ofMROCs as a substitute sample source means the middle man (agencies) no longer has that control.

Market Research as a silo. On the client side, this means that research will be coordinating more with IT oroperations functions, like it or not, for access to CRM and other data sources. On the agency side, it may meantighter partnerships or at least coordination with ad agencies, client-side IT departments and new samplesource owners.

Conventional surveys as the primary mode of customer feedback. Newer methods, including those thatfocus more on observation, will cannibalize traditional survey-based projects. Not completely, but it will hurt.For the prediction results and more conclusions, please download the paper: Get Predictions Paper

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The Million Dollar Market Research Question The market research industry is currently facing some bigchallenges. New technologies such as mobile and social media are being rapidly adopted by research

participants, and therefore dramatic changes to our processes and methodologies are required. At the sametime, research budgets and project timelines are shrinking, making it difficult to quickly and effectively implementthe necessary changes. With mobile and social media development moving faster and faster, and other new andvaluableRead More. By Kinesis.

Food Service Industries Spotlight 2011 The food service industry is one of the largest industries in the UnitedStates. Statistics by the U.S Bureau of Labor state that food preparation and serving related sectors combined tobe the third largest employer by occupational groups in metropolitan and nonmetropolitan areas. Read More. ByRuth Stanat.

What do you think of the MRGA JOURNAL? What do you think of the first MRGA JOURNAL? Is there

anything missing that you think is important, or anything we can do better? By Eric Bell.

Has Market Research Waited Too Long (To Evolve)? It's always interesting to observe how my brain indexesand cross references information. I seem to have my own "tagging system" for sensory input, often audio based.So, if I am reading something that strikes a chord what usually happens is that a line from a song or dialoguefrom a movie or TV show will pop into my head, creating a reference point for whatever I am reading. It makesfor some interesting connections, or in this case (hopefully) an interesting blog post. Growing up as achildRead More. By Leonard Murphy.

MRC Awards recognize innovation in conducting research through mobile phone - Still time for mobileThe 2011 Mobile Research Conference introduces its inaugural award ceremony next month, recognizing

innovation in mobile marketing research. The ceremony will take place April 18th at the May Fair Hotel in centralLondon, as part of the two day event. After years of debate, practical applications of mobile research are reallytaking off. Submission guidelines are available and entries willRead More. By Corinna Staedel

Research Now Relocates its Auckland Office to Accommodate Growth Sydney, Australia February 17,2011 Research Now, the leading global online sampling and data collection company, today announced therelocation of its office in Auckland to a bigger facility that will better support the group as they ramp up newbusiness in the Asia-Pacific region. Effective immediately, the new office is located at Level 4, 34-36 BarrysPoint Road, Takapuna, Auckland 0622, New Zealand. Read More. By Research Now.

6 Steps to Engage, *Understand* and Activate Facebook Fans Having an authentic and engaging voice insocial media is critical for most every organization these days. One of the first steps is creating a Facebookpage where consumers can go for information, post their thoughts, and even like you, thereby becoming afan. But even for brands that have several thousands of fans, many questions remain unanswered. Whoare these fans? How do they compare to my customer base? How can we form mutually beneficial interactions?Can weRead More. By Globalpark.

If video isnt superior, why didnt you listen to the Super Bowl on radio? Now that weve had time to voteon the ads, grimace at the botched National Anthem lyrics, and argue about whether the halftime show wasexcessively gaudy, or merely excessively long, were relegated to the last details to talk about with this yearsSuper Bowl. One thing we heard about was a ballyhooed mobile ethnography study in which some researchcompanies had fans describe and photograph their Super Bowl experience. Read More. By GuadalupePagalday.

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Featured MRGA Blog Posts

http://www.mrgasn.com/profiles/blogs/the-million-dollar-markethttp://www.mrgasn.com/profile/Kinesishttp://www.mrgasn.com/profiles/blogs/food-service-industrieshttp://www.mrgasn.com/profile/RuthStanathttp://www.mrgasn.com/profiles/blogs/what-do-you-think-of-the-mrgahttp://www.mrgasn.com/profile/ericbellhttp://www.mrgasn.com/profiles/blogs/has-market-research-waited-toohttp://www.mrgasn.com/profile/LeonardMurphyhttp://www.mrgasn.com/profiles/blogs/mrc-awards-recognizehttp://www.mobileresearchconference.com/http://www.mrgasn.com/profile/CorinnaStaedelhttp://www.mrgasn.com/profiles/blogs/research-now-relocates-itshttp://www.mrgasn.com/profile/ResearchNowhttp://www.mrgasn.com/profiles/blogs/6-steps-to-engage-understandhttp://www.mrgasn.com/profile/Globalparkhttp://www.mrgasn.com/profiles/blogs/if-video-isnt-superior-whyhttp://www.mrgasn.com/profile/GuadalupePagaldayhttp://www.mrgasn.com/profile/GuadalupePagaldayhttp://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/http://www.mrgasn.com/http://creativecommons.org/licenses/by/3.0/http://www.mrgasn.com/http://www.mrgasn.com/profile/GuadalupePagaldayhttp://www.mrgasn.com/profile/GuadalupePagaldayhttp://www.mrgasn.com/profiles/blogs/if-video-isnt-superior-whyhttp://www.mrgasn.com/profile/Globalparkhttp://www.mrgasn.com/profiles/blogs/6-steps-to-engage-understandhttp://www.mrgasn.com/profile/ResearchNowhttp://www.mrgasn.com/profiles/blogs/research-now-relocates-itshttp://www.mrgasn.com/profile/CorinnaStaedelhttp://www.mobileresearchconference.com/http://www.mrgasn.com/profiles/blogs/mrc-awards-recognizehttp://www.mrgasn.com/profiles/blogs/mrc-awards-recognizehttp://www.mrgasn.com/profiles/blogs/mrc-awards-recognizehttp://www.mrgasn.com/profiles/blogs/mrc-awards-recognizehttp://www.mrgasn.com/profile/LeonardMurphyhttp://www.mrgasn.com/profiles/blogs/has-market-research-waited-toohttp://www.mrgasn.com/profile/ericbellhttp://www.mrgasn.com/profiles/blogs/what-do-you-think-of-the-mrgahttp://www.mrgasn.com/profile/RuthStanathttp://www.mrgasn.com/profiles/blogs/food-service-industrieshttp://www.mrgasn.com/profiles/blogs/food-service-industrieshttp://www.mrgasn.com/profile/Kinesishttp://www.mrgasn.com/profiles/blogs/the-million-dollar-market


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Tanvi Gupta :: How would you "advertise"your online survey to a potentialrespondent? We have seen that the responserates to online surveys have been declining.What do you think would make an email inviteto an online survey most effective? What would

'nudge' the recipient of the email to click on thesurvey link and answer the survey instead ofignoring it.

Joel Hooper :: What are the implications formarket research of emerging informationtechnologies that integrate informationmanagement, analytics, and... Is it primarily arelationship of competition? Do these newplatforms threaten to take over some or all ofthe market for MR? Or is it some other kind ofrelationship? What are the threats to andopportunities for the MR industry in an age ofabundant information with

Stephen Daniel :: Does the increasingimportance of digital social networks requirenew forecasting approaches and methods?

I've started a new blog (Understanding theFuture) that addresses this issue and othersrelated to forecasting technology markets. Theblog is at:http://danielresearchgroup.wordpress.com/

Rill Hodari :: How should we as aprofessional community address the issueof ethnic representative sample? Underrepresentative sample is a long-standing andpersistent problem which affects our ability totap into innovative cultural bases, get anaccurate read on any mass consumer brand oradvertising or even effectively estimate thevolume for a new product launch? No one...

Leonard Murphy :: Can We Stop ArguingOver Whats The Best Methodology? RonSellers explores the online debate regarding"best" methodologies and posits that there is nobest methodology or approach, other than thefact the best methodology is the one that will be

most ideal for the specific project at hand.

Diane Hagglund :: Conducting InternationalResearch: Overcoming the Language BarrierMy French is still not very good, but Im findingthat there are certain people here that I caneasily communicate with because they create anenvironment that makes it possible. Anyresearcher can have a more successfulconversation with a participant that is not anative...

Asha G :: What are the behaviors that driveyou crazy at the workplace and how do you tohandle them? Hostility, uncooperative behavior,yelling and gossiping are a few of the undesirablebehaviors seen at workplaces that can negativelyimpact. Many a time, a hostile behavior mayhave its cause elsewhere and may have beensimply misdirected. So, how to get out of this...

Jessica Groopman :: Is market research anecessary component in measuring brand

equity? How important is conducting qualitativeor quantitative research when measuring brandequity? Given the relatively ether

Ron Wright :: Sands Research AnnouncesSuperbowl XLV Neuromarketing Winners Seeneuromarketing in action with videos from SandsResearch on the winning Superbowl ads.

MRGA on LinkedIn ::The MRGA group on LinkedIn is comprised of almost 8,000 members globally.

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Company Description ::Toluna, is the worlds largest online sample provider, delivering sample of unrivaled reliability and representation from mil lions of panelistsworldwide. Offices around the globe ensure local expertise for projects.

Toluna provides online sample and online research panel building expertise to over 1,500 of the worlds leading market researchagencies. Get in touch with 4 million active panel community members across 34 countries. 16 specialist research panels reach niche

segments to provide quality survey research data. Respondents can be delivered to your programming or ours. Toluna also offers custompanel and community building and management.

Toluna plc is a leading global online market research panel and survey technology company. Toluna offers market researchers access tothe world's most highly profiled, responsive and rigorously maintained online panel for sample only and full service projects.

With an online research panel of 4 million active members covering 34 countries, Toluna has won the support of over 1,500 of the worldsleading market research agencies.

Products and Services ::Toluna sample only servicesToluna offers panel building services to market research professionals and is widely regarded within the industry as the primary source ofpanel creation and management expertise. Toluna has successfully created panels for niche B2B and B2C targets from hundreds to tensof thousands of members.

Toluna questionnaire programming servicesAfter more than eight year's of running surveys for clients, Toluna is highly experienced in creating truly engaging questionnaires throughthe use of flash animation, video and audio files for your respondents. Many of our customers rely on our advanced questionnaireprogramming expertise to deliver such methods such as virtual shelf tests and card sorts.

Toluna custom panel building and online web communitiesToluna is uniquely placed to help you build and manage your own online panel community. Using our panelist communications, socialmedia and recruitment planning expertise we are able to offer clients a completely flexible level of consultation where needed.Toluna has also created PanelPortal, the worlds most intuitive online survey and hosted panel management solution. Designed forthose organizations wishing to build their own online research panels, PanelPortal is a thoroughbred solution and requires minimaltraining, and IT support and can easily integrate with differing data repositories.

Toluna QuickSurveys

Toluna QuickSurveys is a self-service online tool that enables you to launch easy and affordable surveys via Toluna's online panelcommunity (www.toluna.com) and receive real-time results in less than 24 hours. This recent innovation also enables you to add your owncompany logo, images and YouTube video and also invite people you know to participate in your survey i.e. your existing customers.

BrandSpector - online panel ad trackingToluna in partnership with nurago has developed a new online ad tracking service that enables online advertisers to gain more insightthan ever before into responses to their marketing campaigns across Europe.

Using members from Tolunas online community (www.toluna.com) we are able to provide you with structural data for those panelists thathave come into contact with your online ad. By doing this we can find out if your campaign reaches the intended target group.

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Corporate Membership Spotlight

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Continued

George Terhanian(3:19): It does sound good. I don't have any coffee with me right now but I'll do something about that.

Eric Bell(3:26): Fair enough. So, let's hop into it. So, George, you came to Toluna after having worked in Harris Interactive for anumber of years. What attracted you to the company?

George Terhanian

(3:37): The first part is exactly correct, Eric. I worked at Harris for almost 14 years, even before it was called HarrisInteractive, and early on after the Gordon Black Corporation bought Louis Harris and Associates then rebranded as HarrisBlack International, then rebranded as Harris Interactive and went public. Early on one afternoon in Paris, Gordon Blackwas the Founder and the Chairman of Harris Interactive and I had a lunch with Frederic Petit, who at the time had juststarted up Toluna and I think the annual revenue of Toluna at that time was probably, substantially less than Gordon'ssalary, and at that lunch, Frederic shared with Gordon and me his vision for the company. And, you know, his ambitions andaspirations, and hopes for the future, and you know, through the years, Harris became a client of Toluna's, and I know that Iand Gordon, before he left Harris, we watched very closely as Toluna continued to grow and expand and as it continues todo a better and better job of not only understanding it's the client's expectations but meeting the expectations and toinnovate, and Frederic always and still does have a passion for creativity and innovation, and software development andsomething that Gordon and I both admired and appreciated, and low and behold, Toluna suddenly were excess of ahundred million dollars in turnover, and then a couple of years ago in Australia, Frederic and I were talking and wecontinued talking and then eventually, he offered me a position. I accepted that position and I have had a great -- about five

months since I joined. And I'm very, [Crosstalk] I expect for the futureyeah, yeah.

Eric Bell(5:52): That's fantastic. I remember the press release on the exciting news. I kind of came through to us and we were ableto announce it to the industry. So, just out of curiosity, we would love to hear a little bit of the vision moving forward and howyou guys plan on taking over the sampling universe.

George Terhanian(6:11): Well, I don't know if world domination is our ambition, but we do want to -- we did a great job of, as I said,understanding our client's expectations and also meeting those expectation, and even introducing to them new ideas ornew procedures or policies or methodologies or products that we have, that we think we'll help them do a better job. WhenI, Frederic and others looked at Toluna, what we see is a company that is young, that's dynamic, that has grown quite

remarkably through the years, and now we find ourselves in a similar space, other companies like us that make availablerespondents or panelists for mark of research companies to them, interview them and the success for us hinges heavily onour ability to reliably and affordably make available those panelists or those respondents who absolutely have to reflect thetarget population of interest. And if we do that well and when we do that well, we do well and that is, you know, that's part ofour focus, ensuring that we have access to the right respondents in any country in which our client's operate. Ensuring thatwe are consistent. Ensuring that we are providing the value and if we can simply do those things that sound simple, thoughI think it's a bit deceptive on how simple on making themselves. But if we do then well, then it will be a very successfulcompany because our online research is continuing to grow and we play out, you know, a role in helping to facilitate andsupport that growth. To having said that, we also -- I think do things that are a little bit different from most companies thatmake available respondents; for example, we have a community if you would ever visit Toluna.com, you would see and youcan do it, and I think 14 countries this days.

Corporate Membership SpotlightThe Latest Trends In Market Research ::MRGA Interviews Toluna (Continued)Hosted by: Eric Bell

Special guest: George H. Terhanian Ph.D.

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George Terhanian (Continued)You would see what we call a social voting community where by members can ask other members questions and then theycan receive the responses right away and the responses can be close-ended or open-ended, and there is value there for aparticipant, and we think it's important to provide our respondents or our community members with that kind of value, andthe stickiness of that, I think, you know, from an objective perspective and this is what I used to think when I worked atHarris, if we envied it because we thought that retaining and attracting respondents is a little bit easier for Toluna then forother companies in the space because it offered something above and beyond the chance to win a sweepstakes or toexchange points for cash or cash itself, and so expanding that community and then imbedding with it additional products

and services is something that, you know, we think is very important. So, even today if you would have visit our Tulona.comsite, you might see questions that our clients have supplied and they're looking for answers in real-time from 200 or even2,000 respondents in one or even 14 countries. And that type of service and that type of capability, I think is very importantif you can wait, I don't know, five or six days or seven days for multi-country omnibus to produce the responses that you arelooking for. You know, if we're talking online or if you can't wait six months, if you're commissioning offline research to getthe answers to those questions. And so, I think that type of capability that is embedded, you know, within our community isvery important, not so much for us but to our clients that are looking for information fast because they have to makedecisions quickly. I think when they work with us, they don't have to make any trades off on representativeness or thosetypes of issues either. In my own experience has had a very strong focus on ensuring that the people who take part in thesurveys that we commission represent the target population of interest. Even taking into account the fact that they might bepart of a community or they might be online and we are looking to represent, not only the online but at times the offlinepopulation, and overtime within the Toluna.com site and within that product, QuickSurveys, will embed those types ofsimple selection and even waiting capabilities that I think will help to reduce or eliminate any biases that people might thinkor associated with online research when respondents are self-selecting into surveys.

Eric Bell(11:27): That's great. So, going onto one of my other thoughts, you know that discussed kind of your focal point, on-demand questions, can you tell us a little bit about what Toluna was known for, specifically its community model in theunique approach to respond interactions. What are you thoughts about this and do you think it's working?

George Terhanian(11:58): Absolutely. I think it's working. I think it's something that we're looking to build on and expand in the countries inwhich we're operating, and in countries where we're not operating currently. I think that your question suggests that they'retwo components. One is that, you know, for the community site, Toluna.com., you know, there are attractive features forpeople who participate. So, the ability to have your questions answered by others, if you're community member is important.

Just the interactions that might take place on that site, that's important as well. It makes a little bit easier for us and a littleless expensive to build our panels through that way then if we were paying some partner a $3.50 for a confirmed opt in or$9 or $10 for a confirmed opt in, in addition to a completed survey and those tend to be the going market rate. A differentway of thinking about survey respondents, where you have a community on a one hand, a sampling statistician might assertthat you want to minimize interactions among respondents within who eventually take part in your surveys because thatmight lead to some type of distortion or bias but our experience having conducted an empirical research and parallelresearch suggest that the biases introduce it's trivial as this exist at all and the risk of introducing bias relative to the returnof the information faster and more affordably is a risk that many of our clients are willing to take. I was going to describe itas a trade off but it's not really a trade off. Actually, it's not even a risk. It's a sound business decision based on empiricalevidence and based on good value. And we love that model as one means of identifying and accessing people who cantake part and surveys for our clients. There are other methods and approaches that we've been using for sometime as wellthat I might speak about little later, and I don't want to jump the gun so I might turn it back to you.



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Eric Bell(14:23): Okay. Yeah, fair enough. So, you know, with all the different sample companies out there, one of the things thatyour costumers are looking for and especially our MRGA members is excellence in sampling, and through the acquisition ofGreenfield Online, I know that Toluna was one of the first companies to introduce routing and blending sample as a meanfor sampling. How has that evolved over the years?

George Terhanian(14:54): Well, you're right. Greenfield was one of the first companies that introduce routing. Actually, I think the very first

was DMS when they were partnering with AOL in the late 1990s. And you know, back then there are only four or five of uswho were actually conducting online research and that model, you know, the river sample or the real-time sampling orwhatever you want to call it. That was one of the models that was around then and the second was the Harris Interactive,NFO NPD Greenfield model which amounted to recruiting people who takes part in surveys going to a double up in process,building up a profile of their characteristics, using that information to select people for additional surveys. Sending outenough invitations so that you could fill the motives of interest for clients taking into account, response rate, and that sort ofthing and other things that I was just describing, we still do that and our competitors and the others in the industry still dothat, and routing and actually what's called real-time sampling where you intercept people on the web or where people selfselect into a survey and then they're directed into one for which they qualify based on their characteristics. Increasingly, weare seeing more and more companies offering that type of service and it invites a question why, and I think the simpleanswer is that the companies that have been conducting online researching and building panels through the years. In someways, they are victims of their own success.

In 1997, 1998, and 1999 at Harris, it's very difficult to sell online research to anyone especially if the outset because of thecriticism that very vocal critics are making among other things, they were asserting that Harris and others like us weresetting back the public's opinion polling industry 50 years or even you know 70 years of the days before, you know theGallup, Crossley, and Roper organizations failed to forecast the outcome of the 48th presidential election or to the dayswhen the literary digest reign supreme before towards Gallop and 1936 demonstrated that a more scientific way of selectiverespondents would probably produce better information. So, in the 1990s, we heard a lot of that and we had all kinds ofpeople who are willing to take part in the surveys, not a lot of demands but then that began to change, especially afterHarris was so successful forecasting elections in 2000, and now when I look around, I find that demand for certain group.Younger -- I don't know, younger males or younger females, clients who sell cosmetics might be interested in interviewing.They are in high demands right now and it's very difficult to find one panel they can support all the demand, you know, orreally summer, even all the clients that are commissioning research these days and so that invites the question, what doyou do about it and I think the answer is that you will get alternative sources of sourcing respondents for surveys, and one

source are people who are on the internet, on various websites anywhere who may or may not be members of panels, butat the time when they received an invitation, not by email but somewhere on the web for a survey, they might be open to thepossibility and that type of real-time sampling has tremendous possibilities that are beginning to be realized right now.Although, there are potential challenges as well.

One of the challenges that you don't know as much about people who come to your website to take part in the survey, asyou do a panelist who take in part in three, four, or five and assumed you have collected or from whom you've you we'vecollected lots of information over time. So, there are challenges on ensuring that person is who he or she said she is, andthe challenges can be met.



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George Terhanian (Continued)We work with a company called Emperian who do real-time of validation checks based on a person's first and last nameand their address and that helps up to ensure that person is who he or she said she is, we then collected additionaldemographic and sometimes other information from this folks who are coming in by means other than email invitations, andthen based on the response as they give to our questions and based on the needs of the different surveys that we haveavailable, we will assign them to one, usually randomly, every person will have a known and positive probability beingassigned to any survey that is available, as long as he or she have the characteristics that are required for that survey andwhat we found and I imagine that other market research companies that are in our space and are offering the service, I

don't know if they found this, I know that what we've found is that the responses that these respondents who come in bymeans other than email invitations give to the same questions that we might ask people who remembers or panelists whoare invited by email, they are more or less exactly the same when you control for the background characteristics of therespondents. And that's great because what that means is that we are able to fulfill as more quickly for our clients. We'reable to deliver a more information faster to their own clients and we're not introducing any bias at all and that's excitingnews for us because we think we can do a better job then if we are relied exclusively on email invitations.

But having said that, we believe there's tremendous value in learning more and more and more really as much as we canabout people who joined our panels because then we're able to identify the needle in the haystack, and that capability isimportant to our clients as well. So, imagine if you are market research buyer and you suspect through multiple sources ofinformation, that 6% of all American adults own an iPad. The problem you then have, if you want to; for example, learnmore about those iPad users and interview, let's say ten thousand to a huge segmentation study. The problem that youhave is that you would need to screen about a hundred and seventy thousand people, in order to identify six percent or theten thousand iPad owners, unless you would already screen those hundred and seventy thousand or more. So, theimplication is that if you want to meet your client's expectations and demands and create opportunities and possibilities forthem, then screening your panel remains a paramount importance. And real-time sampling, river sampling, or whatever youwant to call it, it can augment panel-based approaches but I don't really see it as a replacement and I think companiesbegin talking about it, it is a replacement. They're really, coping out in some ways because it's easier to use that kind ofapproach than a panel-based approach but there are drawbacks to the approach and the main drawback is that it's harderto find, you know, the iPad users among other people commented. It's hard to be efficient. It's hard to match a person whocomes into a routing system when you know less rather than more about them and if you know less rather more than thechances of your signing them to a survey for which they qualify or if all go down and if you assign them to one or two orthree and then they don't qualify then four, five, or six and they don't qualify. And principal, you can assign them to ahundred, that might work for you but it won't work for them because nobody wants to try to fail to take part in a hundredsurveys.

They are new and different approaches or actually there are approaches that have been in existence for many years likeriver sampling but over the past two or three years, I think we've seen several companies investing more heavily on themand developing them. At the same time, I actually think that, as an industry we're spending less time focusing on profilingthe panelists that have already agreed to take part in surveys and that is a necessarily good thing for end clients or buyers,and that I actually think that we, in our industry that have to re-evaluate our priorities moving forward.

Eric Bell(24:33): That makes a lot of sense. So, thank you so much for that overview. A couple of things that I carried away reallysound that the process you're following is a little bit cleaner and targets the rate audience and helps eliminate surveyfatigue. Would that be a fair assumption?



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George Terhanian(24:56): Yeah. I think for us, to me my background before I -- when I was a graduate school, I was a school teacher for fiveor six years and then later in graduate school what I learned was what I actually experience when I was teaching. One ofthe keys to having a successful relationship whether it's a teacher-student relationship or the survey of respondentrelationship is that the mix is good, the mix is right, and if the mix is not good, if the combination is not good, it doesn't work.So, there where years when I was teaching and I was the same person, but depending on who is in my class I would bemore or less effective and there was some years and some classes where I was fantastic but that's because thecombination was right. If the combination was wrong I would be less fantastic. I think if you look at the educational system in

the US and even worldwide, you'll see the same sort of thing. It's the match between the teacher and kids that's a crucialimportance if you want to ensure that kids are learning as much as possible. I look at surveys in the same way. If you don'tmatch the respondent to the right surveys, the one for which here she would qualify for the one that isn't 90 minutes or 120minutes because nobody wants to take part in 90 minutes or 120 minutes survey you're going to run into difficulties. And themore thought that's given ensuring that that match is good whether it's the match between survey respondent or teacherand students within a classroom. I think the more effective and successful education is going to be and also surveyresearch. It's a little bit too easy for, let's say a low incident study where you know that only 1% of the population will qualify.It's a little bit too easy to assign everyone into that survey and have 99/100 people fail. I think it is easier to execute thattype of survey if you have already pre-screened people and you know who will qualify and you then invite them. Better forthe respondent, more efficient, better for the client, and you can also put in steps to ensure that whoever those folks arewho do qualify the 1% or the 6% of iPad users or whatever. There are ways to ensure that their characteristics were flaggedat the target population.

Eric Bell(27:27): That makes a lot of sense. Thank you for that explanation. So, what do you think the biggest challenge for onlinesampling company today and it's kind of a two-part question. How will the process for obtaining survey response changeover the next few years? I apologize, I'm asking you for a statement today and then having you look a little bit into thefuture.

George Terhanian(27:55): When I look at the way that surveillances were designed in 1997, 1998, and 1999, I look at the way that they'redesigned now. They look very similar. They are very heavy on words. They are less heavy on pictures or images that sort ofthing and the words that are being used within survey research, they tend to be a lot of them. I think that's problematic. Idon't think that in general companies that design surveys think of them the way that an artist or a designer might think aboutwhat he or she is drawing or designing, and our business minimizing ink on screen is important and we wanted and we

encouraged our clients to use fewer words rather than more words if they're trying to describe a concept or if they're askinga question or offering response to it because in general the more words that you offer that are unnecessary or scrupulous orredundant, the worst it's going to be and I haven't really seen or noticed or witnessed major changes overall in the surveysthat are being written and designed for online. A lot of them still looked very much like the ones that were written ordesigned for, you now imprint center or mail or telephone approaches and I think that has to change because respondentsdon't love reading words. It's like reading a PowerPoint presentation that has 20 bullet points on each page and a thousandwords, it just doesn't cut it and you squeeze everything on there by making the font smaller. So, one thing that I think needsto happen is to just be more careful about the number of words that you use. Second opportunity I think is to use imagesrather than words when possible without getting carried away by the images with the use of a video that you used. And thenthe third opportunity, it might be the biggest opportunity is to not repeat questions to which you already know the answer. Ithink that is a challenge for market research companies.



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George Terhanian (Continued)Unless every survey that I see will ask people what their ages or what year they were born, and what they're gender is anda handful of other questions to which they have already responded time and time and time again for person who is takingpart in multiple surveys as part of the panel. I don't think anybody really appreciates that or enjoys that. I don't think thatmarket research companies that maintain panels have done a great job of really creating a history of the respondentcollecting information maybe in the background and then making that information in the background I mean separate from asurvey that is being conducted for a particular client then making that auxiliary or ancillary information available along withthe question that the client is interested in asking during the session. I see it periodically but I do not see it on a consistent

basis and that's a bit of a problem because if you are a respondent and you're answering the same question over, and over,and over again, I think you'll get a little bit bored you'll probably get a little bit lazy and you will start answering questionsincorrectly, and fatigue sets in. The best way to minimize fatigue is by reducing the complexity of questions and by reducingthe number of questions by not repeating or not asking questions again when you already asked them before especiallywhen you know something is not going to change.

Eric Bell(31:38): Yeah, that makes a lot of sense especially in an age where you only have a split second to engage a respondentwith distractions like social media, instant messaging, and all the things that's happening between and with that thought inmind, let's talk a little bit about the future. New technologies and communication trends that has people buzzing, everyoneis trying to better understand how to incorporate Twitter or Facebook into their research programs. Whats your take on it?

George Terhanian(32:08): I love the idea of knowing everything I can about a person if I am creating services with that person or products forthat person. I am trying to accommodate that person's need. And one way to learn about a person is simply to ask him orher questions and that's what survey researchers have been doing for the past 75 years or even longer. The second way tolearn about a person is to watch him or her in the settings in which they live and that's what ethnographies about,observational research is about. On the internet, it's a bit different because you can't watch a person directly as you wouldwatch, you know, a kid interacting with his colleagues on the playground or his friends, his classmates on the playground orclassmates on the playground but you can use other means to learn what websites a person visits. You can instrument hisor her machine with a cookie or some type of software with their permission and know what website they visit and how longthey spend there and maybe whatever advertisements they see and in that way you learn about their behavioral patternsand you can probably figure out what they like and what they don't like and what their preferences are, especially if you linkthat information to the survey information. You can also, at times with permission, link information on a person's loyaltycard, with the hotel or a supermarket or an appliance store or any other with survey information. I think that helps you

understand a person better, figure out why he or she does what he or she does. With regard to social media in particularasking a respondent to share his or her panelist or community member to share his or her hosting on Facebook or Twitteror other media sites. The technology is available for that purpose but I don't really see a lot of companies. Sometimes, butnot a lot of companies going down that road despite the opportunity that it affords. Being able to capture comments andcapture conversations that are linkable to the exact person is important because you don't have to make assumptions overwho said why, you'll know who said why. You're understanding how people converse with one another on the internetthrough Facebook, through Twitter, understanding the size of their own perso

mrga - journal march 2011

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