A post by Chuck Hemann, The Future of Social Analytics… I think, just prompted me to reproduce a figure and a table from the section in The Business of Influence where I compare marketing research and continuous engagement, or social learning if you prefer. (For those of you with the book to hand, I’m at Chapter 5, pp 70-73.)
I conclude that marketing research and continuous engagement are complementary not competitive.
Marketing research and continuous engagement – Figures 5.1 and 5.2
I kick off the section with this diagrammatic representation.
Marketing research and continuous engagement – Figures 5.1 and 5.2, Chapter 5, The Business of Influence
Comparing market research and continuous engagement – Table 5.4
And then the following table summarises the main body of text:
| Market research | Continuous engagement |
|---|---|
| Ad hoc or regular intervals | Continuous |
| One-way (and often needs the carrot of a prize, gift or payment) | Two-way (mutually rewarding) |
| Unemotional | Emotional |
| Independent of loyalty | Inculcates brand loyalty |
| Tight focus | Wide focus |
| Sequential parameters | Multi-parametric |
| Designed to achieve statistical confidence | Emphasis on detecting weak signals |
This matter is central to any and every organisation seeking to improve its sensitivity to many stakeholders, not just customers and prospective customers, and if you are in the midst of juxtaposing the two I’d love to learn about your experiences.
25 April 2011
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