BEYOND THE INFORMATION DEPARTMENT: Planning is about INSIGHT, not just information.
As Ewar Woowar blogger Nick Emmel says in the presentation, it is easy to get carried away with all of these resources in your hands and start churning out reams of deckage on any topic. Good planning is not about gathering every last shred of information. It is about selectively searching for the interesting bits and then turning that from information into insight. That's the magic of planning.
Best Resources for Desk Research using online sites, tools and applications:
Professional Insight - the big "traditional" resources that cost a *lot* of money
If your agency does not have access to these expensive resources, you can access them via:
• RoyalMail Infobank
• IPA Information Centre
Industry Information - the "obvious" trade rags and blogs and their wealth of news, articles and commentary
• This is an ad
• Planners Blogs
Ideas Conferences - source of inspirational presentations
• GEL Conference
Business Insight - the kind of planning resource that makes you credible to the big cheeses
Digital Marketing Insight - for when you have to justify that increasing digital spend
User Experience Insight - understanding the experience of your brand as well as the message
• Boxes and Arrows
• Good Experience
Marketing Trends - seeing where the market, consumer and brands are heading
Advertising resources - when you need to look at what the competitors are up to
• Lurzer's Archive
• Nielsen AdRelevance
• Xtreme Information
Web trends - getting a wider view of activity on the web
• Google Trends
• Google Alerts
Professional Buzz tracking - the essential paid-for tools for any social activity
Free Buzz tracking - the free but slightly dodgy suite of buzz trackers. Good for indicative measures.
• How Sociable?
Search Insight - researching keywords to see what people are searching for
• Google AdWords
Social Bookmarks research - see what people think is important content around a brand or product as opposed to an "engine"
Facebook analysis - Seeing how people act on Facebook
Blog research - for understanding what real people are saying specifically on their blogs
Board Trackers - see what the topics for discussion on forums is around key words
• Board Tracker
• Google Groups
Twitter Research - getting under the skin of what's happening on Twitter
• Twitter Analyzer
Researching Video content - understanding what people are watching online
• Viral Video Chart