The growth of social media has heralded transformation in the market research industry. Instead of having to recruit relevant panels of people every time an organization wants to source opinions on their products, advertising or branding, it’s become much easier and cheaper to find those people – and their opinions - online. In the early years of social media, researchers could look at volume and share of voice of social mentions. As the analytics tools developed, sentiment analysis and category analysis were added, until nowadays the online analysis tools are pretty much as broad – or as narrow – as researchers require.

Although social listening tools make it easier to gather and collate relevant data than ever before, that data still needs careful analysis to become genuinely valuable. It often needs assessing alongside other data to offer the most insights.

A Complete Social Media Analytics Research Package

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