Generational Effects in Market Research Effectiveness: When and why social and digital data provide unique predictive signals
Introduction: The allure of digital and social data
The application of digital and social media data to market research questions has been one of the most discussed, but under-realized topics in our industry over the past 5+ years. When Facebook and Twitter reached wide-spread adoption at the beginning of this decade, market researchers believed that we were entering a new-age of high quality, inexpensive, on-demand insights into consumer desires and behavior. The is highly appealing to researchers; the data...