Serendio & MASMI Present Digital Market Research Concepts at Marketing Research Association Annual Meeting

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Introducing a framework to help market researchers apply emerging digital technologies, including Social Media and Text Analytics, to their practices.

Santa Clara, CA based Serendio and its Market Research Partner, London, UK based MASMI Research presented innovative new techniques on Digital Market Research at the recently concluded Marketing Research Association annual meeting. The topic of the presentation, "A Digital Research Renaissance" introduced a framework to help market researchers apply emerging digital technologies, including Social Media, to their practices.

MASMI ( is a full-service market research agency with offices across Central/Eastern Europe and the Middle East , as well as key decision-making centers in Western Europe.

Serendio ( headquartered in Santa Clara, CA focuses on applying Machine Learning and Text Analytics techniques to understand the voice of the consumer. Serendio's Customer Experience Analytics (CxA) solution covers a wide gamut of tasks including sentiment mining of social media, call center narratives and survey verbatim, categorization & classification of topics and themes embedded in qualitative feedback, and key influencer analysis.

Steve Alexander, President, Serendio Consumer Insights Group and Michalis Michael, MASMI Managing Director jointly presented a framework of ideas along with real-world case studies both of which were designed to help market researchers develop and articulate digital strategies. The underlying theme of the presentation focused on the new opportunities that digital technologies and the social web offer to researchers.

'The social web is a source of enormous opportunity for market researchers. However, it also presents a few challenges: how to identify and extract consumer insights and how to translate those consumer insights into actionable intelligence. We're excited about discussing these, and other ideas, at the Marketing Research Association's annual conference.' said Steve Alexander.

'The Market Research Association annual conference is the perfect venue for us to discuss and share ideas on digital market research.' said Michalis Michael. 'The speed with which the social web has become a source of consumer data is staggering. It's critically important that market researchers begin to get a deeper understanding of how to generate meaningful, actionable insights from these data.'

The MRA presentation can be viewed at


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