( ESNUG 510 Item 10 ) ------------------------------------------- [01/08/13]
Subject: Experienced surveyor corrects leaked Collins publications survey
> It was leaked to me that 4 months ago EVE/Synopsys, Forte, Uniquify, and
> Verific hired a PR firm to ask chip design and verification engineers:
>
> "What onlines do you read? Check all that apply:"
>
> EEtimes.com :############################################## 58%
> DeepChip.com :################################## 41% <--- YAY!!!!!
> EDAcafe.com :############################ 34%
> Chip Design :########################### 32%
> EDN :########################### 32%
> EE Journal :##################### 25%
> Electronic Design :################### 23%
> SemiWiki :################# 21%
> Design & Reuse :############### 18%
> Chip Estimate :############ 14%
> Low Power Design :########## 12%
> other :########## 12%
> Tech Design Forum :######## 9%
> Sys Level Design :######## 9%
> GabeOnEDA :####### 8%
> ECN :###### 7%
> Low Power Eng Forum :## 3%
> GSA Forum :## 3%
>
> - from http://www.deepchip.com/items/0516-07.html
From: [ John Cooley ]
A few weeks after I published this leak, I got personally chewed out by a
person I know who regularly does these surveys. This person immediately
pointed out the major flaw in this survey that Nanette Collins did -- the
Verific customer base is mostly EDA vendors -- email addresses which she
didn't pull out; which means her survey was polluted by EDA vendor opinion.
TOO MANY PUBS READ
"The second flaw is the Collins survey adds up to 370 percent. That says
EDA users typically read 3.7 -- or 4 pubs. It's simply wrong. EDA vendors
read that much because they're reading about their own products; but not
EDA users."
REAL ENGINEERS DON'T TWEET
The surveyor then shared some other data from that same Collins survey:
"Which of the social media do you use to get industry
news and headlines? Check all that apply:"
Yahoo Finance: #################### 39%
LinkedIn: ###################################### 76%
Facebook: ######## 16%
Twitter: ############ 24%
And said: "Look at this. Busy engineers don't hang out in Yahoo Finance or
Twitter or Facebook. They're too busy! They don't do LinkedIn for news
until they're looking for a new job. The true weekly LinkedIn engineer
readership is 15% to 20%. But the EDA VENDORS, often obsessively monitor
LinkedIn and Yahoo Finance to read each other's (and their own) articles,
blogs, and press releases."
I asked the surveyor how to correct the original Collins survey.
- "First, EEtimes is 51%. DeepChip is 41%. Cut the rest of the
other pubs' histogram numbers in half."
- "EDAcafe is not 3rd place. It's readership is mostly EDA VENDORS
looking for jobs. For EDA USERS it's near Low Power Design.com."
- "Move up D & R and ChipEstimate up to 2nd and 3rd; actual design
engineers go there for IP. Only way these two were in 9th and
10th place is because EDA VENDORS don't read them. This further
confirms how the original survey was polluted by VENDOR input."
- "For EDA users, EDAdesignline is not EEtimes.com; EDAdesignline
is near EEjournal.com for EDA USER readership. Ask Brian."
So put this all together for chip design and verification engineers you get:
"What onlines do you read? Check all that apply:"
EEtimes.com :############################################ 51%
DeepChip.com :################################## 41% <--- YAY!!!!!
Design & Reuse :############## 17%
Chip Estimate :############# 16%
EDN :########### 13%
Chip Design Mag :######### 11%
SemiWiki :######## 10%
EE Journal :####### 9%
EDAdesignline :###### 7%
Electronic Design :###### 7%
Low Power Design :##### 6%
EDAcafe.com :##### 6%
Sys Level Design :#### 5%
Tech Design Forum :### 4%
Low Power Eng Forum :## 2%
GabeOnEDA :## 3%
ECN :# 1%
GSA Forum :# 1%
other :#### 5%
I emailed this corrected version to the experienced surveyor. They replied:
"Good. The ranking's correct and these numbers are within a few percent of
what we see. I like that it adds up to 207 percent -- 2 pubs on average;
that's what chip design and verification engineers actually read weekly."
It's humbling to start out a new year having to publish a correction. Ouch.
- John Cooley
DeepChip.com Holliston, MA
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