Wednesday, June 9
4:00 - 5:00 p.m.
Market Research in the Groundswell
Josh Bernoff, Senior VP, Idea Development, Forrester Research
PRC: 1 Contact Hours Research
Social technology has transformed how companies reach out to customers. In this talk, we'll describe some new research from Forrester that analyzes this transformation. First, we'll look at Social Technographics, a tool for analyzing the social participation of customers. Second, we'll examine new market research techniques including listening platforms and market research online communities. We'll also get a sneak peek at peer influence analysis, a new tool for analyzing the sources of influence in a market - measuring word of mouth and people who create it online. Peer Influence Analysis is at the center of a new book from Forrester Research, Empowered: Unleashing Your Employees, Energizing Your Customers, and Transforming Your Company.