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Photo: http://www.flickr.com/photos/breatheindigital/4689159475
Photo: http://www.flickr.com/photos/breatheindigital/4689159475
Digital Strategist’s Mental Toolkit:Research_
Photo: http://www.flickr.com/photos/breatheindigital/4689159475
This section will cover• Research value, challenges• Client, business and trend research
– How to gather it – free and paid tools– Tools to aggregate and save
Key points_
Photo: http://www.flickr.com/photos/breatheindigital/4689159475
• Research is a support tool– Focused, not carpet bomb– Use only that data that is applicable– Avoid the stats with big numbers that are irrelevant – Canadian vs US data
Value of research_
Photo: http://www.flickr.com/photos/breatheindigital/4689159475
Good research faces ongoing challenges• Shift in client desire to spend• Multiple sources• Tiered access to report materials• Time to market• Canadian vs US data
Research challenges_
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• Ask for everything• Issues with client research
– Predefined, so no input on the research– Results have already been defined, interpreted– Quality varies
• Clients increasingly looking optimize their research spend
Client research_
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• Easy guerilla techniques – directional only– Journals with internally recruited resources– Shared blog resources– Friends of friends – SurveyMonkey and Google survey tools
Guerilla techniques_
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Paid (examples)• Forrester • eMarketer • Euromonitor• comScore• Hoovers• Strategy Eye
List of tools: Paid_
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Free (examples)• Google
– Alerts– Marketing tools
• StatsCan• Whitepapers• Summaries of paid reports
List of tools: free_
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Trend research_
1. Keep your finger on the pulse2. Find the anomalies
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Trend research: Tech Sources_
• PandoDaily• TechCrunch• ReadWriteWeb• AllThingsD• Mashable• Technology Review• Fast Company • Wired
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Trend research: Sources_
• PSFK• Trendhunter• Cool Hunting• WMMNA• Trendwatching.com
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• Evernote – Save everything– Indexing– OCR– Multiple file options
Tracking and indexing_
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• Instapaper– Read articles later in text
only format– Tag, archive and search
Tracking and indexing_
Photo: http://www.flickr.com/photos/breatheindigital/4689159475
• Flipboard – Excellent aggregation– Personal curation
Tracking and indexing_