May 27, 2009 0
The Listening Posts
Our article in the Apr ‘09 edition of ESOMAR’s Research World. Grab your copy here.
Memes aren’t merely some abstract academic idea. They are real. And they’re becoming big business.
It’s arguably the next big thing in research. Or, perhaps, the next really big thing.
It’s the emergence of what Suresh Vittal, principal analyst at Forrester, calls the ‘listening platform’, something he defines in his recent report as: “A technology and analytics infrastructure that mines a wide variety of traditional, online, and social sources to extract and deliver insights that shape a firm’s marketing strategy.”
In a market dominated by firms that aren’t from the mainstream research community, Vittal anoints Nielsen BuzzMetrics and TNS Cymfony as the leaders in “a pack of strong performers.”
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