Upcoming: Multicultural Media for Multicultural America Forum

For Americans and Canadians, multicultural consumers are a rapidly growing demographic. Understanding the social lives of such consumers — their values, beliefs, habits and preferences — is of great importance to brands and their marketers. An annual day-long event called the Multicultural Media for Multicultural America Forum will explore this demographic. Presented by marketing research consultancy Horowitz Associates, the March 21st, 2012 conference will focus on “. . . how the concept of community impacts programming, marketing, and advertising geared toward America’s new multicultural audiences.”

One of the new things the conference presenter will be doing this year is to conduct multimodal research to learn about the multicultural consumer who may, more and more, consume media on various platforms. Three reports will be presented during the event:

Viewing the Viewer — an in-home videography of multicultural households.

State of Cable and Digital Media — a quantitative survey of US-multicultural consumers

Consumer Voice Community — This 8-week research online community is focused on the media lifestyles of US-multicultural consumers and how they are adopting to a rapidly changing media world.

For disclosure purposes, Ramius, a technology partner to Horowitz Associates, is pleased to support the Forum with our new Recollective software which powers the Consumer Voice Community.

This new data should foster interesting discussion among the Forum delegates with confirmed representation by media organizations such as NBC Universal, Telemundo, mun2, Comcast, ESPN, Imagina US, History en Español, Ella (MGM Networks Latin America) and TV5MONDE.

Check back to this blog for an upcoming profile of Horowitz Associates and for a conference recap. For those who will be attending the Forum, we look forward to meeting you in New York!

Upcoming AMARamius Webcast: “Real Research in a Virtual World”

From time-to-time, Ramius has the opportunity to work with the American Marketing Association to produce some interesting content for its members. We’re pleased to announce our next Ramius-sponsored webcast on Wednesday, September 14th:

Real Research in a Virtual WorldBest Practices for Integrating Online Communities into your Research Approach

With the help of our guest speakers, Leonard Murphy of GreenBook Blog and Adriana Waterston and Stephanie Wong from the market research consultancy Horowitz Associates, we’re continuing our exploration into the use of online communities in marketing research.

To deliver actionable business insights, more and more, marketing researchers are recommending new, online techniques in their research designs to their clients. Using results from the recent GreenBook Research Industry Trends Report, as well as highlights from next week’s AMA Research and Strategy Summit, Lenny will open the webcast with a brief context-setting discussion on the use of online communities and other innovative techniques to empower consumer insight and market intelligence initiatives.

To illustrate some of these new techniques, we’ll then turn to Adriana and Stephanie. Using client examples from their online research communities practice, Adriana and Stephanie will:

  • discuss how they combine traditional quantitative methodologies with in-depth qualitiative techniques in online community environments to generate rich, robust and continuous insights for their clients;
  • demonstrate how an online community approach can uncover and provide context to counter-intuitive findings;
  • recommend best practices for setting up, managing and budgeting for an online research community initiative.

We hope you’ll consider joining us for this webcast!

 

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A New Opportunity

Ramius is first and foremost a social software company. Our focus from day 1 has been to build exceptional online communities and enterprise social networks. Over the course of the past decade or so, we’ve amassed a wealth of experience of how to apply this kind of technology and have achieved some amazing business results. Our team has built social networks for organizations ranging from high-tech software behemoths to federal government agencies. We’ve implemented and managed global partner and customer networks for some of the world’s largest companies and at the same time created small collaborative workspaces for startups and local not-for-profit organizations.

As you can imagine, it has always been a challenge to determine how to best promote our software and services. After all, online communities can be applied to an extremely broad range of markets and potential customers. However, at Ramius, that situation is now beginning to change. In the last eighteen months, we’ve both witnessed and been a party to a shift in the way our software is being used. More frequently, we are working with marketing research organizations to build online communities in which they can engage customers and conduct research. Sometimes that’s ongoing communities with thousands of people that blur the line between research and marketing. Just as frequently, it’s a short-term insight community for a specific qualitative research project.

With some slight pokes and a prod or two from our online marketing, the volume of inquiries has grown over the last 6 months. What does that mean? Well, we think our experience of online community and software development provide an opportunity to do something rather special in the marketing research and customer insights space. That something begins with a new product called Recollective.

We’re not abandoning enterprise social networks or corporate online communities. They remain core to what we do but, given our experiences over the past eighteen months, it would be foolish to ignore the growing interest in online solutions for marketing research and insights.

Of course, we’re far from being experts in the world of qualitative research. What we bring to the table is deep and varied experience as developers of engaging social software. As Recollective has been designed and built over the last year, we’ve been lucky enough to work with some great research agency partners that have helped and inspired us on this path. In fact, we are seeking more partners to work with for Recollective because one thing we know for sure – we can achieve much more by working together.

There are some very exciting times ahead at Ramius for our existing and new customers and our future partners. We hope you will continue to read our blog as we evolve and grow into this space and perhaps share the opportunity with us.