Kathryn Korostoff presented on an experiment called "Twitterversity" that used Twitter to convey market research information to a broad online audience. Over 800 tweets with the hashtag #MRXU were sent out by 154 users, covering topics like online focus groups, in-depth interviews, and emerging research methods. While Twitter allowed them to reach a large, global audience, it also presented challenges of information overload and inconsistent depth. However, many participants engaged with follow-up communications, suggesting Twitter was a desirable mode of learning for some. Overall, it demonstrated social media's potential for teaching about market research, as well as promoting thought leadership research.

1. New
Approaches
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Data
June
23,
2011
Twi.erversity:
An
Experiment
in
Online
Educa?on
Kathryn
Korostoff,
Research
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2. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
Twitterversity:
An Experiment in Online
Education

3. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
Presenting Information Is Not Enough

4. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
Lessons from the education sector
§ Don’t over-rely on a single approach
– Multiple exposures
– Multiple modes
Does this apply to market research?
How can we apply it to market
research?

5. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
MRXU
§ Held January 11, 2011
§ 15 hours for time zone coverage
– 6:00 AM Basic Concepts & Common Jargon
– 8:00 AM Introduction to Market Research Project Planning
– 10:00 AM About Survey Projects
– 12:00 PM (Noon) About Qualitative Research
– 2:00 PM Emerging Research Methods
– 4:00 PM Receiving Research Results
– 5:00 PM Delivering Research Results
– 7:00 PM Tips for MR Buyers
– 9:00 PM Market Research Career Planning
§ Visiting professors

6. ResearchRocks: Online FGs use special applications that have built-in participant management &
discussion functions. Example: http://dld.bz/Fa2P #MRXU
ResearchRocks: In-depth Interviews (IDIs), aka 1-on-1 interviews, are commonly used in both consumer &
B2B research #MRXU
ResearchRocks: Instrument: refers to any designed document used for collecting data (a questionnaire, a
focus group discussion guide). #MRXU
michael_mba: RT @JHenning: Voice of the Customer: wants & needs of customers expressed with the
customer’s own language. http://t.co/oFWaET9 #MRXU
RayPoynter: @ResearchRocks In many parts of the world in-person focus groups still held in homes,
#mrxu
ResearchRocks: In progress now #MRXU: The Free Market Research Twitterversity. Agenda info: http://
dld.bz/FasU #marketing #onlinelearning
JHenning: Unipolar scale: a rating that measures the presence or absence of a quality or attribute. http://
t.co/j4cLseW #MRXU
ResearchRocks: Wow! I have never done that--tx! RT @RayPoynter: @ResearchRocks In many parts of
the world in-person focus groups still held in homes, #mrxu
michael_mba: RT @JHenning: Affective commitment: the emotional pleasure your customer takes in
doing business with you. http://t.co/PllyIYZ #MRXU
haris_rahmanto: RT @ResearchRocks: Online FGs use special applications that have built-in participant
management & discussion functions. Example: http://dld.bz/Fa2P #MRXU
haris_rahmanto: RT @ResearchRocks: Pricing research: a very complex area, requires deep expertise--be
sure to work with an expert. Often uses conjoint analysis #MRXU
AIOsocialmedia: #MRXU on twitter, to listen in and participate in discussion of #marketresearch methods,
questions, and answers http://ow.ly/3BJnE
haris_rahmanto: RT @ResearchRocks: Social Media research. For most people, synonymous with social
media monitoring. (good info from Brand Savant http://bit.ly/cd3n2y) #MRXU
tomderuyck: RT @AIOsocialmedia: #MRXU on twitter, to listen in and participate in discussion of
#marketresearch methods, questions, and answers http://ow.ly/3BJnE

7. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011

8. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
The Goal:
Test Twitter as a way to convey simple
information to a broad audience

9. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
What Worked
§ Reach
– Over 800 Tweets used #MRXU!
– They came from 154 tweeple!
– Of all original tweets (not counting RTs), over 300
were content-related. Actual MR facts or mini-lessons.
§ Engagement
– 33% of tweets were retweets
– It drove web site traffic (from links)
§ Easy to follow: #MRXU
§ Professors: Tom de Ruyck, Manny Flores, Annie
Pettit, Jeffrey Henning, Joel Rubinson

10. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
What Didn’t
§ Information overload
§ Inconsistent level of
information
§ Twitter “Spam"?
§ No way to measure
audience
– We know how many
participated, not how many
watched (“lurkers”)

11. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
So What?
§ Attendees have been engaged with post-event
communications and feedback/planning surveys
– Suggests that for this group, Twitter was desirable
§ In a fragmented market, we now have multiple
communications options
– But use of one mode does not preclude audience desire for
additional ones
§ While we used Twitter to teach about market research, it
could also be used to promote “public” market research
– Example: thought leadership research results

12. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
Q & A
Kathryn Korostoff
Research Rockstar
Andrew Jeavons
Survey Analytics

13. Kathryn Korostoff, Research Rockstar, USA
NewMR New Approaches to Presenting Data, June 23, 2011
Questions? Comments?
KKorostoff@ResearchRockstar.com
@ResearchRocks
508.691.6004 ext 705