Which are the most influential associations and publications in the market research industry? Based on a Twitter conversation analysis, Empirica has just released the ranking of the 20 main influencers of our sector. In this third wave of this report, we decided to aggregate the data corresponding to the first three months of 2018. In doing so, we achieve a greater strength in our analysis.
The 20 most influential market research associations / publications in Twitter and their interactions. Q1 2018. Gephi.
Here you have the ranking:
- ESOMAR (@esomar), Amsterdam. ESOMAR is the global voice of the data, research and insights community
- MRS (@tweetmrs), London. Market Research Society
- Greenbook (@greenbook), New York. The Guide for Buyers of Market Research | GreenBook Blog | Insight Innovation eXchange (IIeX) | GreenBook Research Industry Trends
- Research Live (@researchlive), London. Keep track of the latest news on the market research and consumer insight industry
- 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
- 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
- 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
- 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
- Packaged Facts (@packaged_facts), Rockville, MD. Packaged Facts publishes market intelligence on consumer demographics, shopper insights, financial services, retailing, food & beverage, and pet products.
- QRCA (@qrca), USA. Qualitative Research Consultants Association
- AQR (@aqruk), UK. Association for Qualitative Research
- AEDEMO (@aedemo_oficial), Madrid-Barcelona. Tuiteamos sobre #mrx #marketing y todo lo relacionado con nuestro sector. Entérate de nuestros cursos y eventos a través de nuestra web
- Global Research Business Network (@grbn_org), New York. The Global Research Business Network connects 37 research associations and over 3500 research businesses.
- RW Connect (@rw_connect), Amsterdam, Netherlands. The magazine for marketing intelligence & decision making
- MrWeb (@mrwebnews), London. The market research industry online – the oldest and busiest daily news and jobs service for the MR profession.
- The ICG (@theicg), UK and worldwide. A membership organisation for expert, micro market research businesses in the UK and globally. Great opportunities for advertisers & buyers of market research
- Impact Magazine (@impactmrs). Using evidence and insight to make a difference. The quarterly magazine of the Market Research Society.
- marktforschung.de (@m_forschung_de), Cologne, Germany. Hier twittert die marktforschung.de-Redaktion zu Themen, die die Branche bewegen: Marktforschung, Marketing, Digitales, Datenschutz, Karriere und mehr.
- MRIA ARIM (@mriaarim), Canada. The single authoritative #MRX voice in Canada. La seule voix autorisée au Canada.
- AMRA (@africanmra), Africa. The African Market Research Association ensures professionalism in market, social and opinion polling research in Africa
As can also be seen in the researchers top 25, the aggregated quarterly data shows a greater stability than the monthly data, which allows us to give a more faithful image of the real influencers in the market research industry. Beside deleting the effect caused by unusual conversation peaks, we also limited the impact on our analysis of small communities that are very active over time: the indegree is not cumulative.
In other words: let’s imagine an endogamic community made of 30 Twitter profiles. All of its members are very active, but their conversation does not break out of the boundaries set by this small community. Month after month, the indegree of the most influential profile of this community takes a value of X, which allows it to appear in the top 10. However, when we aggregate a period of three months, its indegree does not sum 3X… but, like the monthly data, takes a value of X. This does not allow this profile to enter the ranking, for the indegree is not cumulative, but it only deals with unique links among Twitter users, without taking into account the weight of each one of these relationships. The idea that lies behind this is more influential users reach a greater amount of users.
From this logic one can conclude that “50 retweets from 50 different people are more worthy than 500 retweets launched by the same user”.
The conversation is structured, basically, from three great conversation magnets:
- Greenbook community: the cluster that has a greater size within the market research industry. Greenbook, Quirk’s and Insights Association are integrated into this community, which is rather north-american in nature.
- ESOMAR community: integrates, beyond its official profile, its magazine (RW Connect) and the German publication marktforschung.de. Its users tend to be European.
- MRS community: a cluster in which those profiles related to MRS (Market Research Society) stand out. Research Live and Impact Magazine, both published by the mentioned association, are two of the outstanding profiles of this community, which speaks with a British accent.
However, the geographic borders have each time less relevance. Although these three great digital neighborhoods present traits that differentiate themselves, there is an obvious clear link among them. The users of one of these communities use to talk to the users of the other communities. In fact, these three digital neighborhoods are placed at the center of the market research ecosystem, not far away from the others.
We would like to thank Lorenzo Brusattin for his support.
