The QuestionPro Blog: Two Prongs: A new approach to integrating social media and market research |
Two Prongs: A new approach to integrating social media and market research Posted: 09 Jun 2010 12:37 PM PDT Social media, as everyone is aware, is dramatically changing the way we conduct research. A recurring theme within the blogosphere is whether we can use social media listening for research, leaving clients from every sphere of the market research spectrum asking the same questions: When and how should we use social media data in our research? And more importantly, how much is too much? I recommend using a two-pronged approach to data integration. The second part involves social media measurement and analysis. In order to build a great brand, you must listen – and by that, I mean listening through channels where your consumers are conversing. Look beyond social media monitoring in order to correctly gauge and understand what your brand consumers are talking about. Utilize a research analysis tool, as true market research data needs to be in-depth and offer something more than just a social media web crawler. The future for social media, market research and data integration is evolving at tremendous speed. Therefore, traditional market research and social media listening must complement one another in order to make research better. Now is a critical time to make intelligent marketing recommendations that provide valuable insight to understand and act upon what is happening through social media. About the Author: Rick Wilson is the Vice President of Strategic Accounts at Peanut Labs and has worked in the market research industry for over 20 years. Experienced in all phases of the market research process, he brings with him valuable insight and expertise in the industry. |
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The QuestionPro Blog: Two Prongs: A new approach to integrating social media and market research Part 1
The QuestionPro Blog: Two Prongs: A new approach to integrating social media and market research Part 1
The QuestionPro Blog: Two Prongs: A new approach to integrating social media and market research Part 1
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