EVENT DETAILS

Burke Research Seminar – A New Age in Qualitative Research

Thursday, April 29, 2010, 12:30 AM — 9:00 AM

Register early - limited to 30 people.

Using Social Media Research and Other Technology Solutions to Generate Insights

Qualitative research has evolved based on the emergence of many new online platforms and technologies. Social media is exploding and researchers need to understand the impact of new ways of listening to and engaging with customers. Participants will learn about innovative approaches now being used by marketing researchers, and how the research process and knowledge gained differ from traditional methods.

This seminar is designed for marketing professionals, market researchers, as well as marketing managers and others who want to understand how qualitative research is being used in this new age.

This seminar will focus on understanding and utilizing social media research to drive business results for both B2B and B2C companies.

What you’ll learn

What social media research is and why is it important for market researchers to understand what this new information source offers.
The pitfalls of using progressive online information sources.
The research purposes of organizations using social media and other online platforms.
The social media research process and the companies providing these services.
Examples of how online and social media research has been used successfully.
How social media research and analysis align with different business objectives and information needs.

Seminar Overview

THE BASICS: Social media defined. The evolution of digital media. Specific consumer uses of social media, including proprietary panels, communities and online research participants.

ORGANIZATIONAL USE OF SOCIAL MEDIA RESEARCH: Specific business objectives for social media data collection and analysis. Pitfalls and considerations in social media based research. Use of social media in product innovation, trend analysis and customer engagement.

SOCIAL MEDIA RESEARCH PROCESSES, SERVICES AND PROVIDERS: Steps involved in doing different types of social media research and analysis. Review test mining, scraping/collecting; buzz tracking; sentiment analysis; online communities/diaries; free tools. Questions to ask providers when looking for a technology partner.

CASE STUDIES OF CORPORATE SOCIAL MEDIA RESEARCH USAGE: Triumphs and failures in how businesses have used information from social media. Leveraging Twitter, Facebook, and LinkedIn.

WRAP-UP: CONCLUSIONS AND IMPLICATIONS FOR TRADITIONAL RESEARCHERS: Hiring practices. Melding of qualitative and quantitative methods. Additional price and timing pressure.

For more information, please click here to download the event flyer.

About the Presenter:
Jamie Baker-Prewitt, PhD is Senior Vice President, Director of Decision Sciences at Burke, Inc. Her group provides consultation on research design and data analysis topics and assists client organizations in making critical marketing and organizational decisions. Her experience as a research consultant for Fortune 500 companies spans a wide variety industries and a broad range of business issues. Jamie holds PhD and MS degrees in social psychology from the University of Kentucky, and a BA in psychology from Ohio University.

About the Burke Institute:
For the past 30 years, the Burke Institute has trained more than 70,000 marketing research practitioners from around the world, through both public and in-house customized marketing research seminars. Burke presents an unbiased look at various research practices, not just the proprietary viewpoints of a specific supplier. Please visit www.burkeinstitute.com for more information.

About the Co-sponsors:

	General Mills markets some of the world’s best loved brands, including Betty Crocker, Haagen-Dazs, Pillsbury, Green Giant, Old El Paso and Cheerios. Its brand portfolio includes more than 100 leading US brands and numerous category leaders around the world.
	Research Edge is a full service provider of market research to help you keep your competitive edge.