The Use of Memes by Researchers

As researchers who read the Dawkins book that coined the word “meme” when it was first published, we are really getting a kick out of seeing its now widespread use by the general public. In 2009, Encuesta used a viral meme campaign to promote its 20th anniversary. Here is a brief description of the campaign from an NGMR story.

Hispanic NGMR Video Meme

August 26th, 2010 (Original NGMR Publication Date)

NGMR Meme Educating and Thanking Latinos for Participating in Research Process

Today we have another corporate/branded market research meme submitted by Martin Cerda of Encuesta. The video submitted below started as a viral campaign almost a year ago and continues to this day. YouTube videos in both Spanish and English below.

Similar to Toluna’s video meme submission earlier this week, the video attempts to simultaneously reach the population and decision makers about “the survey research process”. In the true spirit of memes the video was conceived and produced primarily in-house with a limited budget.

As Martin put it:

We want to thank Hispanics nationwide for allowing us the privilege to enter their lives on a daily basis, all in an effort to have one person’s opinion represent that of thousands of members of their community… Latino participation in the survey research process helps advance public understanding of social and economic issues and helps influence government and corporate decision makers.

The video meme continues to be circulated today and successfully promotes awareness of the survey research process among Latinos (a challenge even for the titans of our industry including Nielsen), and has improved recognition of U.S. Hispanics among decision makers as consumers in the importance of market research.

Thank You Martin!