According to Neilsen, in the U.S., over 121 billion minutes each month are spent connecting consumers across multiple social media sites.
As marketers endeavor to engage their audiences through this medium, it is important to identify the fact from the fiction. Join the Chicago AMA Market Research SIG and the Marketing Research Association (MRA) on Monday, May 20th for a joint event featuring a two-part presentation on the myths and realities of social media research.
Presentation 1: Biting the Hand and Bending the Rules
Social media research has generated such hype that clients can be overwhelmed with information, lack of information, and misinformation. Annie Pettit, Vice President of Research Standards at Research Now and Chief Research Officer at Conversition, will share examples of those problems and how they can be detrimental to your research. We’ll cover topics such as brand awareness, incidence, sentiment validity, spam, and other geeked-out topics.
Presentation 2: Social Media Research 2.0 – What's Next?
Most social media research today involves mining existing social media conversations. But some of the most groundbreaking and actionable new research methods involve deeper engagement with consumers on social media. Monika Wingate, CEO of Fountainhead Brand Consulting, will cover the next generation of tools, using real-world case studies on social media-based focus groups, ethnography, co-creation and online communities.
5:30pm: Registration and Networking
6:00pm -6:30pm: Biting the Hand and Bending the Rules
6:30pm - 6:45pm: Q&A
6:45pm - 7:15pm: Social Media Research 2.0 - What's Next?
7:15pm - 7:30pm: Q&A
Complimentary refreshments and light appetizers will be served.
Annie Pettit, PhD - Vice President, Research Standards, Research Now and Chief Research Officer, Conversition Strategies
Annie specializes in social media market research, survey research, and data quality. Annie is the Editor in Chief of MRIA’s Vue magazine, and is a member of the CASRO, MRA, and ESOMAR social media research committees. She is a sought after keynote speaker and has presented at conferences such as IJMR, QRCA, ESOMAR, ARF, CASRO, MRA , and MRIA and has published numerous articles. Annie tweets at @LoveStats, writes the LoveStats marketing research blog, and is the author of The Listen Lady, a novel about social media research.
Monika Wingate - CEO, Fountainhead Brand Consulting
Monika Wingate is the CEO of Fountainhead Brand Consulting, a boutique brand-consulting firm that leverages consumer insights to guide new product and brand building initiatives. She has developed innovative methods for conducting focus groups, ethnography, and ideation through social media. Monika started her career at General Mills and Pillsbury, and continues to consult for a myriad of both large and small clients including Stonyfield Farms and Sub-Zero/Wolf. Ms. Wingate teaches a variety of seminars on social media research through University of Wisconsin-Madison, AMA, PDMA, and PMI. You can read her blog at insight-to-strategy.com or follow her on twitter @fountainheadbc
As a leader in the Chicago marketing research community, the Chicago Chapter of the Marketing Research Association promotes excellence in data collection and information processing and provides opportunities to advance and expand marketing research and related business skills.
The Market Research SIG is just one of Chicago AMA’s twelve new Shared Interest Groups: Consumer Packaged Goods (CPG), Digital & Social Media, Financial Services, Healthcare Marketing, Higher Education Marketing, Integrated Marketing & Communications, Mobile Marketing, Multicultural Marketing, Nonprofit Marketing, Suburban Marketers and Young Professionals.
Connect with the marketers in your industry who tackle the same challenges and opportunities as you. Meet other SIG members face-to-face in uniquely collaborative, conversational environments to share insights, experiences and marketing wisdom. Continue the conversation online through a variety of chapter communication channels.
SIG events and activities are open to Chicago AMA members and non-members.
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