Insights through the power of enthusiasm
Posted: Mon Feb 10, 2025 10:12 am
The field of market research is becoming more and more fun and exciting with the advent of social media. By doing analyses on social media, you get answers to questions you didn't ask. New insights instead of more insights. No boring research, but work like James Bond; searching, listening, making connections and generating insights. The speakers at the MOAbout showed the added value of social media research.
What is social media research?
There are different types and names of social media research: social media monitoring, scraping, social media analysis and social network analysis. Monitoring and scraping are mainly about collecting information, analysis is about generating insights. The added value is mainly in analysis and generating insights; a nice challenge for market researchers.
How does social media data gain value?
Ray Poynter of Vision Critical , the man in the field of social media research and author of 'Handbook of online and social media research', believes that generating insights is one of the most important challenges of social media research at the moment.
Collecting the data is not the problem. Monitoring and 'scraping' can be done with various automated tools. There are quite a few on the market now. The problem is that the tool often does not properly divide the data into different groups or segments (for example positive and negative sentiment). Tools do not recognize sarcasm, for example. For example, if someone says "so happy australia telegram data missed the train again", such a tool will classify it as positive answers.
In order to make a good analysis, it is necessary to manually classify (in addition to the tool) and to view the responses one by one. It is also important to use various search terms. The results you get depend on your search terms. Ray emphasizes that a good analysis takes time and that a lot of manual work is involved.
Social media analysis is often an addition to traditional research. A combination of social media analysis and traditional research can yield a lot. For example, Ray analyzed the launch of the iPhone 5. By asking people questions about it in addition to the social media analysis, the data became even more valuable. Conclusion: social media data becomes valuable through researchers who perform analyses and make connections and combine the data with traditional research.
Jos Vink and Ivo Langbroek from Blauw Research presented a case from the Netherlands Board of Tourism and Conventions (NBTC) with associated struggles and valuable insights.
What is social media research?
There are different types and names of social media research: social media monitoring, scraping, social media analysis and social network analysis. Monitoring and scraping are mainly about collecting information, analysis is about generating insights. The added value is mainly in analysis and generating insights; a nice challenge for market researchers.
How does social media data gain value?
Ray Poynter of Vision Critical , the man in the field of social media research and author of 'Handbook of online and social media research', believes that generating insights is one of the most important challenges of social media research at the moment.
Collecting the data is not the problem. Monitoring and 'scraping' can be done with various automated tools. There are quite a few on the market now. The problem is that the tool often does not properly divide the data into different groups or segments (for example positive and negative sentiment). Tools do not recognize sarcasm, for example. For example, if someone says "so happy australia telegram data missed the train again", such a tool will classify it as positive answers.
In order to make a good analysis, it is necessary to manually classify (in addition to the tool) and to view the responses one by one. It is also important to use various search terms. The results you get depend on your search terms. Ray emphasizes that a good analysis takes time and that a lot of manual work is involved.
Social media analysis is often an addition to traditional research. A combination of social media analysis and traditional research can yield a lot. For example, Ray analyzed the launch of the iPhone 5. By asking people questions about it in addition to the social media analysis, the data became even more valuable. Conclusion: social media data becomes valuable through researchers who perform analyses and make connections and combine the data with traditional research.
Jos Vink and Ivo Langbroek from Blauw Research presented a case from the Netherlands Board of Tourism and Conventions (NBTC) with associated struggles and valuable insights.