Tom Ewing
London
I work at Kantar Operations, thinking about social media, market research and their overlap. I write more widely about this stuff at Blackbeard Blog. I'm also a music critic and bear the scars from many years running online communities.
Recent activity
Blog Posts (22)
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Buzz Off?
Google Buzz shows us how little we know about how social networks operate as brands.
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Teens Don't Blog?
It’s the culture, not just the numbers, that we should look at when we think about teen blogging.
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Viva the iClipboard!
The impact of tablet devices on research - a F2F revival? Or the end of the one-size-fits-all coding solution?
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Where the fish are
Coca-Cola is shifting marketing focus from websites to social media. What are the implications for researchers?
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10 for 2010 via TrendsSpotting
Ten social media trends and how they're relevant to market research.
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Comments (11)
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Comment on: Setting research free
I think the "real DIY revolution in research" will be when the people being surveyed get to define the questions and issues at stake in the research. :)
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Comment on: Is social media measurement meaningless?
Good - if sometimes a bit well-worn - arguments on both sides. But I have to take issue with this statement: "Also, what the data lacks in representativeness it makes up for in the fact that it is unaided, organic and straight from real consumers." This is sleight of hand - these qualities simply have nothing to do with one another. Can't we have data that's representative AND "organic"? I think that constructing social network data as more 'natural' than survey data is dangerouns anyway - it encourages us to forget the contexts of online action. But that's another story!
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Comment on: UK Research Tweetup
Well, I can't speak for Diane, anonymous, and it was her idea. But my take on this is that I'm just doing what I've done on every online forum or channel I've ever been part of: once I find a bunch of interesting people the idea of going for a drink with them begins to form naturally. As far as I'm concerned we might not even talk about market research! Will it benefit you in your role? I've no idea! Will anyone turn up? I've no idea about that either (eek!) If people do, and it works, we'll do it again. I feel that the main platforms that exist in the research industry will survive fine whatever happens with this.
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Comment on: What can Jay-Z teach us about social behaviour?
Fascinating piece. With my music critic's hat on - and acknowledging that this is all post-facto rationalisation ;) - I'd look at this as an example of brands looking for activations that match their values. Jay-Z's music is more bouncy than Coldplay's, hence he starts the bounce, but most of the audience aren't interested in the brand and don't care. The Mexican Wave - as its enthusiast pointed out - codes as fun, but "fun" isn't one of Coldplay's core values, so it's unlikely to spark copying behaviour. The camera wave, on the other hand, is new but also old - it's also a digital version of the "lighters aloft" moment that's been a part of stadium rock since the 80s. And Coldplay's music is definitely "twinkly" in places! Though since I remember seeing people get their lighters up and waving to the Velvet Underground doing "Heroin" in the 90s, maybe it is all just random after all.
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Comment on: The problem with research is...
According to the infallible new metric of counting comments, I have made this blog post precisely as interesting as Mr Fou's.
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