Links From Around the Web

• Volkswagen's insight boss on 'inadequate' research | Multimedia | Research 2010/09/01
  Interesting, client-side view of what's asked for and what's delivered in terms of market research.
• Going Beyond Social Media Reach | Brass Tack Thinking 2010/09/01
  Great thinking from @ambercadabra about relevant reach, and how to focus on and achieve it.
  
  "Clicking “follow” or “like” is a fleeting, non-commital moment. And just as easily, that attention is off and elsewhere. (How many pages have you liked – whether sincere or just out of support for a friend – and never revisited?). It’s the equivalent of someone picking up the flyer and tossing it in the next trash can. Veneered attention is so easy to give out, because it doesn’t take our time, our effort, or even our brainpower. We simply need to click. And move on. Is that really the only way you want to define success?"
• “Unaided Recall” in Social Media Research | BrandSavant 2010/08/31
  Unaided and aided brand mentions in social media (or conversation) have different meanings... different "weights." But is anyone tracking them? Here's the reasons you should if you're really going to get the most out of social media monitoring.
• Creativity In The Age of Web Analytics | Six Pixels of Separation - Marketing and Communications Blog - By Mitch Joel at Twist Image 2010/08/31
  Good questions and answers (and wonderful conversation in the comments) about how metrics can inform creative — make it better. Very much mirrors the thinking put forth on the Brand Aperture blog (like this: http://ar.gy/1bL). The crux is this: there's no reason not to use metrics to make creative better. Optimize for crying out loud!