Can "media visibility" be used as a surrogate for market research?

The current Canadian government has made no secret of its disdain for traditional public opinion research. They have slashed budgets for public opinion research and curtailed the number of studies being commissioned.

So, it’s not surprising that alternatives to conventional market research should be a hot topic in Canada’s capital.

The Ottawa Chapter of the Marketing Research and Intelligence Association will feed this discussion at an upcoming luncheon seminar. According to the event description:

Michael Sloboda, Director of Media Intelligence for MediaMiser, will give a presentation revolving around both social and traditional media scans, content analysis and how to combine tone, attention, and prominence to derive a metric for Media Visibility. This will apply to print, online, and broadcast media.

This concept (Media Visibility) is being used both private and public companies and departments as a surrogate for primary market research such as surveys and to corroborate other types of analysis in activities such as program evaluations and benchmarking. The presenter will review the method, tools, and present a case study.

This presentation will provide the audience with a new approach to get an understanding of public opinions on issues, programs, or brands via media scanning and content analysis.

This sounds interesting. It’s not something I’ve gotten my mind around. So I plan to attend to hear what Michael has to say.

What do you think? Is this a concept you’re familiar with? Do you subscribe to the notion that “media visibility” can be used as a surrogate for primary market research?

If you're in Calgary or Edmonton, let's talk social media

mriaWhen I return to Canada from Australia next week, I’m heading to Alberta to make two presentations on social media at the University of Calgary on March 4 and then at the University of Alberta in Edmonton on March 5.

The sessions are being hosted by the Alberta Chapter of the Marketing Research and Intelligence Association. It’s their first foray onto university campuses. So, I’m really keen to do a good job for them.

The MRIA Website describes the session this way:

Social media has become an important fact of life for a growing number of Canadians. As its use increases, it has far reaching impact on our choice of media and how we spend our time. People no longer serve as mute audiences, but now engage in the act of creation, sharing and curating content. In the process, new communities of interest are forming that transcend geographical boundaries.

Social media is different from the early Web. It’s about relationships. It’s about community. It’s about the things that happen offsite – the linkbacks, the retweets, the references to our content, and the online (and offline) communities that are formed. How can organizations know what they want to achieve in social media and what are the emerging tools they can use to measure success against those criteria.

Join us for our next Lunch and Learn event on what social media is, how its read/write nature fulfills the potential of the Web, and how different people use it in different ways (for example; lurkers, critics, joiners, creators, etc.)

If you’re in Alberta and you’re interested in social media, you can register online to attend either the Calgary or the Edmonton sessions. And if you read this blog and attend the session, please do say hello to me. I always welcome a smile and a human connection.