streams ; tracked geolocations ; sensor outputs : This data was created for purposes other than analytics . The devices , servers , software , and processes involved – the technology – were designed for doing rather than studying . So you ’ re not going to make seamless integration happen . What you can do : Stay open , flexible , agile . You ’ ll then be well-positioned to tap latesttechnology data for analysis .
What
are
some
of
the
interesting
projects
that
you have
worked in
the
past that has broadened
your research perspective ?
methods . your other option is to ditch
In the coming 5 years how low-grade analysis tools and simplistic metrics and methods
Seth Grimes : The interesting projects are the tough ones
is social
media going to
in favor of indicators chosen to
that force you to take risks . I ’ ll
impact the way we conduct market research ?
Seth Grimes : The availability of social data enables fastresponse , focused research . It facilitates early trendspotting and provides for broad access to unprompted consumer conversations . It lets you test easily and make quick judgments that optimize Campaign performance . And it supports a new sort of study , of interactions among consumers , of influence and advocacy and opinion spread by word of mouth . Social media will revolutionize market research .
Often clients complain that the research agencies are just giving information and not ‘ actionable ’ insights . How can the research community best tackle this issue ?
Seth Grimes : Find the
support decisions and facilitate outcome measurement and the tools ( and data sources ) that can produce the needed insights . But I ’ m repeating myself , really just rewording responses I ’ ve given to other questions . And that ’ s because the core point really bears repeating : Business needs come first . Work back from them to design studies and choose data and tools that will answer those needs .
We are still not seeing seamless integration of latest technology with data analysis . What will you suggest to make it happen ?
Seth Grimes : We will never see seamless integration of the latest technology with data analysis needs . That ’ s because our methods are either after- or outside-the-fact – surveys and focus groups being prime examples – or make secondary use of data created for other name two . I designed and led development of the Census 2000 analysis system . My team computed billions of statistical tables , some with complex hierarchical roll-ups and category definitions , under exactly timeliness , accuracy , and confidentiality strictures . We did a kick-ass job , but what I learned is how important it is to have enough verifications of your work . Second was a failed project , to build a system for an industry association . The aim was to acquire and integrate operational data from disparate sources for cross-functional research and analyses . The system worked , but the project failed because the client organization didn ’ t have , and didn ’ t learn , a culture of datadriven decision-making . Work that ’ s not useful and usable isn ’ t valuable . undemanding clients ? If that purposes . Social profiles , solution doesn ’ t work for you , activity , and content ; click