The 10 most influential market research associations/publications in Twitter

Some days ago we published the top 10 of the most prominent market researchers. Today we resume our Twitter analysis, which includes data obtained in January 2018 (and which will be followed by a regular monthly publication), to give you the 10 most impactful market research associations and publications in the social media.

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

In order to draw the boundaries of the market research territory, we have resorted to a set of keywords which referring explicitly to this industry. We have avoided those terms that can be confused with other industries (“neuroscience”, “artificial intelligence”, “machine learning”, “gamification”…). The name of those profiles obviously linked to the market research industry (@esomar, @greenbook, @tweetmrs…) have also been discounted. Taking them into account would have overestimated their contribution at the expense of less obvious profiles. Events have been excluded, too. In so doing, we avoided biasing the analysis towards the organizers of market research events.

However, lots of comments related to the industry have not been captured. If someone is talking about applied neuroscience, but does not mention any of the monitored keywords, unfortunetaly we are going to miss that comment.

And here is our January ranking:

1. ESOMAR (@esomar), Amsterdam. ESOMAR is the global voice of the data, research and insights community
2. Greenbook (@greenbook), New York. The Guide for Buyers of Market Research | GreenBook Blog | Insight Innovation eXchange (IIeX) | GreenBook Research Industry Trends
3. MRS (@tweetmrs), London. Market Research Society
4. Research Live (@researchlive), London. Keep track of the latest news on the market research and consumer insight industry
5. 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
6. 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
7. 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
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. Global Research Business Network (@grbn_org), New York. The Global Research Business Network connects 37 research associations and over 3500 research businesses.
10. 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

The following map shows the interactions that these 10 profiles have been building during January:

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

 

How to read this map? Node size shows the influence level each profile has within the conversation. In this sense, @esomar and @greenbook stand out. Node color reflects their belonging to the same conversation community: the density of their mutual relationships, as well as the intermediation power exercised over other profiles (not included in this map). The most obvious case is the one of @tweetmrs and @researchlive: the first profile belongs to the Market Research Society, while the second refers to Research-Live, a digital magazine published by the same association.

Distances, closely linked to segmentation, they show the extent to which two nodes build mutual relationships. In the @aedemo_oficial case, for instance, one can see a great distance vis-à-vis the rest of the nodes. This is because @aedemo_oficial has been “pulled” by the spanish researchers community, which shows a high level of internal cohesion and a lower degree of interrelation with the rest of communities.

We would like to thank Lorenzo Brusattin for his support.