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    SWOT in Market Research

    Posted by Vaughn Mordecai on Aug 21, 2014 3:26:00 PM

    My work, volunteerism, and personal life contributions are out of balance almost all the time.  Most likely, it's because I really like to sleep and love to watch TV.  If I could sleep (or watch TV) less, than I could contribute more to these life foci, but as it stands one of these three areas of my life almost always dominate the other two.
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    Topics: Market Research, Social Media Research, Analysis, Success Planning

    Netflix Social Media Sentiment Analysis

    Posted by Vaughn Mordecai on Aug 8, 2014 5:38:00 PM

    I'm sort of a Netflix junky.  I love that I can sit down for twenty minutes, catch an episode of some random television show and walk away.  I'm also sort of a binge watcher.  I find myself totally addicted to different shows and watch them for hours on end.  An awesome evening for me is to hang out with a cool drink, a bed, and just veg out and do nothing (I like my time off).  

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    Topics: Market Research, Social media analysis, Social Media, Branding

    Mobile Research is the New Gamification

    Posted by Vaughn Mordecai on Jul 29, 2014 8:05:00 AM

    I was putting together a market research proposal the other day for a quasi-governmental organization.  The RfP was huge (they always seem to be), for a relatively conservative sized engagement.  In any case, I reached a point in the proposal process where it started to ask for information on research that we provided that did NOT include telephone surveys, online surveys, and focus groups.  I found it oddly interesting.  

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    Topics: Market Research, Survey, Cell Phone, Mobile Research

    The Bite Heard 'Round the World: World Cup 2014 Social Media Research

    Posted by Vaughn Mordecai on Jul 23, 2014 11:51:00 AM

    A few weeks ago, when World Cup 2014 began, we did some social media analysis going into the soccer tournament.  The article was titled "A Social Media Research Read on World Cup 2014."  The World Cup is always full of high drama, and this year was no exception.  We had biters and hunters, high profiled players with broken backs, teams with early exits, and did you see that US goalkeeper?  In any case, here's an "end of tournament" infographic on the most mentioned social media content from World Cup 2014.  Enjoy!

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    Topics: Social Media Research, Analysis, Soccer

    Your Market Research "Thing"

    Posted by Vaughn Mordecai on Jul 17, 2014 3:56:00 PM

    Every one of us has "OUR THING."  If you think about it, you'll know what I mean.  "Our thing" is the "thing" that we talk about incessantly, the "thing" that gets us excited, the "thing" that people politely avoid talking to us about (unless they really want to know).  A question on the "thing" opens up Pandora's Box...a conversation that, as a casual participant to the conversation, you can never get back in the box.  That "thing" "our thing."

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    Topics: Market Research, Survey, Discovery Research, Conjoint Analysis, Focus Group, Market Research Methods, Insights

    Research-Based Thoughts on the Economy of Soccer and Other Sports

    Posted by Vaughn Mordecai on Jun 11, 2014 12:35:00 PM

    With World Cup 2014 kicking off in Brazil tomorrow, I thought it was worthwhile to throw together some thoughts I've had around Soccer (and other sports) in the United States vs. that of the rest of the world.  As readers of this blog, you'll have to bear with me (or ignore this post) if you're uninterested in soccer, or are into this blog specifically for its Market Research content.  There's very little market research info in this particular article so you can stop now if you're so inclined...or read's up to you. back to the subject matter.

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    Topics: Sports, Soccer, Marketing

    A Social Media Research Read on World Cup 2014

    Posted by Vaughn Mordecai on Jun 9, 2014 1:24:00 PM

    I'm sure that you'd have expected this from us.  With the 2014 World Cup in Brazil only 3 days away, we thought it was important, no imperative, to put together a World Cup Infographic based on some social media research.  I'm sure there will be more of these to come.  Go USA!

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    Topics: Social Media Research, Soccer, Infographic

    Social Media Research - What's it Good For?

    Posted by Vaughn Mordecai on May 28, 2014 12:21:00 PM

    "After the event, even the fool is wise." Homer

    Every one of us who provides market research products and services are eventually asked what makes us different than all of the other full-service research and market research data collection providers out there.  At that flashpoint, whether it's in an elevator or not, we're each required to give our 20-second elevator speech.  Personally, when I'm asked what we do best (other than surveys), I focus my attention on two things we do extremely well, text analysis and social media research.

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    Topics: Social media analysis, Social Media Research, Sports, Focus Group, Event Analysis

    I Can Neither Confirm Nor Deny. Let Me Check Social Media First.

    Posted by Vaughn Mordecai on May 23, 2014 3:23:00 PM

    Sometime during the first week of any Marketing 101 course you learn about the halo effect. 
    Quite simply it is a term used to explain preference shown towards certain products or brands because of a favorable association.  For example, say you like Reese’s peanut butter cups (and who doesn’t), and while walking down the aisle at your local grocery store you spot a jar of Reese’s brand peanut butter, you figure it must be packed with sugar and taste pretty darn good as well so you buy it.   This type of association can be the result of other products made by the same manufacturer (such as Reese’s) or, in the case of a brand, the association that brand has with everything it touches. 

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    Topics: Social media analysis, Social Media Research, Social Media, Social Media Listening

    Building the "Field of Dreams" - an Online Research Panel

    Posted by Vaughn Mordecai on May 16, 2014 4:27:00 PM

    One of my favorite baseball movies of all time is Field of Dreams.  It's magical.  I'm a fan of America's Pastime and of Americana literature.  Though I spend a lot of time coaching and volunteering in the soccer world, as a kid - baseball was my first love.  

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    Topics: Sports, Online Research, Online Panel