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Yesterday afternoon, GreenBook’s Leonard Murphy and I sat down with some colleagues to discuss “what’s hot, what’s not, and what’s just talk” in the world of emerging market research tools and techniques. It was the very first Communispace UNwebinar, meaning that instead of a forty-slide Powerpoint deck and predetermined talk track, we polled the audience about their thoughts on emerging consumer insights techniques and used field data to kickstart an open conversation. The result was a lively – and at times – provocative discussion that explored new market research methods from online communities and social media analytics to mobile and gamification.MORE…

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We all agree that emotions are powerful drivers of consumer behavior and decisions. But researchers need tools to measure consumers’ emotional state, and an analysis framework to make results usable and actionable.

At Communispace, our communities encourage a safe and trusting environment for our members, however, we have begun to leverage Emotion Centric Explorer to uncover community members’ emotional reactions to a study subject.MORE…

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In the field of marketing research, there is a simmering debate between those who believe neuroscience-based tools will make self-reporting obsolete, and those who have kept faith with humans’ ability to consciously understand and explain their own actions. But I say: Why choose?MORE…

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With the extreme adoption rates of Smartphones and the growing number of tablet owners, marketers and market researchers are faced with the challenge of connecting to a new brand of consumer. Understanding how these consumers think, act and consume information is critical to fostering successful interactions.MORE…