While preparing for 2 sessions on Social Media Research this week (private with Government agencies, and a luncheon address to the MRIA Ottawa chapter), it seems there are some emerging Segmentations for Researchers, as it relates to Social Media Research.

The purpose of this, is to encourage our community to reach out to those who would benefit from joining the conversation, and in so doing, ensuring the future of insights is well represented by our industry.

Here’s my take on each of the Segments:

AVOIDERS: this segment is rooted in traditional survey techniques, be they Qualitative or Quantitative.  They are bright, articulate, and have no interest to “do Social Media”.

OBSERVERS: this segment recognizes the importance of Digital, but is still cautious about their role in helping to bridge experiences with new data streams. They are sitting on the cusp and have ideas.

EXPERIMENTERS: curious researchers with creativity, they put a toe in the water, but are waiting to make sure it’s safe to swim. One or two successful attempts will give them the confidence to dive in.

ADVENTURERS: these researchers have whole-heartedly embraced Social Media research and are actively mining data and creating models.  They are charting the future, and we should be grateful for their courage.

So what segment are you in … and what is it going to take for you to put a toe in the water, and then dive in?

PS – Annie Pettit (AKA @LoveStats) also wrote about her meeting with some industry elders here.