Recommended Reading – 26th March 2010

These five posts got me thinking over the past week:

Justin McMurray from Made By Many has laid out a manifesto for agile strategy. I particularly like the idea of simplicity of purpose over the reliance on a mystical “insight” (which may well rest on top of a house of cards)

Gareth Kay points out the flaws in Millward Brown’s latest “viral” research. I don’t want to get into the semantics of viral versus spreadable, but there is an interesting debate in the comments where both Gareth and Duncan Southgate from MB defend their different viewpoints on the nature of “viral”.

Jeff Jarvis has an interesting take on blog commenting. He believes that they are an inferior form of discourse to other social media commentary, but also that the host has a responsibility to maintain a certain level of quality – such as fully framing an argument for feedback rather than relying on the crowd to spot the flaws for you

This HBR piece on the cost of being omniscient looks at how the feedback from passive data collection can influence our behaviour (think eco:DRIVE or Nike+)

And finally, this Marketing Week feature looks at online research, specifically “real-time” research and neuroscience. I find “co-creation” techniques can be useful in certain circumstances, but I am still yet to be convinced by the benefits of neuroscience techniques.

sk

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