February 2018: the 10 most influential market research associations/publications on Twitter

If several day ago we published the ranking of the most influential market researchers in Twitter of February 2018, today, from Empirica, we do the same with the ten associations and publications that have the biggest impact on the industry conversation.

8 out of 10 main influencers already appeared last month: the influence power shows certain stability over time. Despite some positions swapped, the top 10 ranking has virtually stayed the same in comparison to January data.

The great news is the incorporation to the list of two organizations related to qualitative research: AQR (Association for Qualitative Research) and QRCA (Qualitative Research Consultants Association) have found their place among the 10 most influential associations on Twitter.

Here is the February 2018 top ten:

1. Greenbook (@greenbook), New York. The Guide for Buyers of Market Research | GreenBook Blog | Insight Innovation eXchange (IIeX) | GreenBook Research Industry Trends
2. ESOMAR (@esomar), Amsterdam. ESOMAR is the global voice of the data, research and insights community
3. Quirk’s (@quirksmr), Minneapolis. Quirk’s Marketing Research Media is the industry’s leading provider of #MRX resources including, events and free apps, webinars, e-newsletters & a free magazine
4. Research Live (@researchlive), London. Keep track of the latest news on the market research and consumer insight industry
5. MRS (@tweetmrs), London. Market Research Society
6. Insights Association (@insightsmrx), Washington DC. Official Twitter page of the Insights Association, a nonprofit dedicated to furthering the interests of the marketing research & analytics industry & profession
7. NewMR (@newmr_news), United Kingdom. A collaborative endeavour, designed to help co-create the future of market research by combining the best of the new with the best of the old
8. Women In Research (@womeninresearch), worldwide. WIRe works to advance the contributions and voice of women in marketing research, both for themselves and the greater good of the industry
9. AQR (@aqruk), UK. Association for Qualitative Research
10. QRCA (@qrca), USA. Qualitative Research Consultants Association

The 10 most influential market research associations/publications in Twitter and their interactions. February 2018. Gephi.

 

How is the conversation about market research structured?

The conversation pushed by the most relevant associations and publications on Twitter is structured through 3 big digital neighborhoods:

• The gravity center: several profiles (among which Greenbook, ESOMAR and Quirk’s stand out), constitute the main conversation focus about market research, competing with each other in the same communicative space. They are placed in the center of the discussion. Beyond their mutual connections, their belonging to the same neighborhood is explained by the intermediation exercised by third users: it is very likely that a Quirk’s follower, for instance, has also retweeted contents published by Greenbook. AQR and QRCA, despite their belonging to the same community. They are placed somewhat far away from the center, both staying close in a bidimensional space. This closeness is explained by the fact that both of them collaborate in spreading contents about “Stay Curious”, the Qual Conference which will take place in Valencia from 16th May to 18th May.
• The satellite: NewMR is positioned really close to the main industry influencers, but the high intensity with which its members set ties gives this digital neighborhood an own identity. One could say that we are dealing with a subcommunity that gravitates around the central focus of the discussion. Among the researchers belonging to this neighborhood, we can find Annie Pettit, Ray Poynter or Betty Adamou,
• Research Live: it is the digital magazine published by MRS. Although it exercises an important influence over the industry conversation, its communicative space is limited to reach certain types of Twitter users that keep it far away from the gravity center.

If you want to know the methodology through which we have built this ranking, please follow this link.

We would like to thank Lorenzo Brusattin for his support.