Robots' journey to the east: Using pioneering social media research technology to solve the market research challenges in China

BrainJuicer's DigiViduals approach - building "research robots" to combine social media monitoring with qualitative and ethnographic analysis - has been successful in European, American and Asian markets.

Robots' journey to the east: Using pioneering social media research technology to solve the market research challenges in China

Richard Shaw and Anna af HallstromBrainJuicer, UK

INTRODUCTION

This paper examines how applied research into material posted on various social media can inform our understanding of a pre-defined demographic group in China. Our methodology is discussed in detail in a separate section below, but its essence lies in creating a virtual entity (O'Hara, 2011) or 'bot' - which we call a DigiVidual™ - to 'bring to life' the target group. We build the DigiVidual™ in three steps. First...

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