The shape of conversations: Social data and the future of market research

This paper demonstrates how researchers can identify the 'conversation maps' of a brand, category or campaign across social media, particularly Twitter, with three main patterns emerging.

The shape of conversations: Social data and the future of market research

Kyle Findlay

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Introduction

'Big data', 'data science', 'unstructured data', 'text analytics' - all of these terms are currently buzzwords within our industry but are market researchers really leveraging the tools and methodologies that each term represents to their full extent?

We would argue that our industry has been very slow to truly capitalise on the future of technology-enabled research at scale. However, our data science team has been feverishly developing new methodologies that make use of unstructured data sources...

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