The Eyes on Cyber Life
By now, web and
mobile users know there’s no escaping advertising. With advertising comes consumer/market
research to ensure the right message gets to the desired customer. There is a sea of online market researchers
studying the blogs, tweets, clicks, and texts of online users.
Some agencies are
familiar faces to media consumers, while others, consumers will be surprised
that they are in the game. Take
Neilson.com--the agency known for making an average household a “Neilsen
Family” by installing a monitoring box to the television—is still keeping a
pulse on consumer behavior—now in cyber space.
Neilsen boasts
having “approximately 10 million consumers in 100 countries participating in
their research”. Neilsen.com website
claims the organization “studies the use of 181 million blogs, social networks,
and other media”. That other media
includes brick and mortar retail, TV, mobile, and web. The organization’s ace card is NeuroFocus™. It is a worn device that “measures brainwave
activity and eye tracking”, so their clients know what wording, colors, and
designs stimulate particular brain regions and result in making purchases.
Experian, one of
the three largest credit reporting bureaus, leveraged its global store of
consumer and business information to offer marketing services or “consumer
insights” to their clients. These
insights are accessed through Hitwise™ Hitwise Mobile™, Hitwise Audience Viewsm,
Simmons LOCAL sm and Simmons National Consumer Studiessm.. All three Hitwise branded services are fueled
on “the daily activity of 10 million consumers located in over 50 countries
across six continents on one million websites.”
Talk about statistical excess.
United Sample or
uSamp was an online research firm from its inception. The founders Gregg Lavin and Matt Dusig tag
uSamp “The Answer Network” specializing in online market research panels. The firm has 12 million survey respondents
residing in such countries as Egypt, Kenya, Trinidad, Jamaica, Mexico, and of
course, the United States. The panelists
give online and mobile feedback.
Since the global
panel is their gold, recruiting has high standards. The company recruits through “social media,
their global partners, and website publishers”.
uSamp prides itself in locating “the hard-to-find respondent” and
achieving “panel purity”. What is panel
purity? That is ensuring there are no
duplications in email addresses and mobile numbers nor people maintaining
multiple identities. Imagine! The things
people do to earn pre-loaded debit cards, sales discounts, and merchandise
samples.
Labels: advertising, marketing, media monitoring, social media, social networking
posted by Unknown @ 9:36 AM
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