Generational Effects in Market Research Effectiveness: When and why social and digital data provide unique predictive signals

This paper explores the effect of generations in market research, specifically when, why and for whom social and digital metrics provide informational value that traditional research cannot.

Generational Effects in Market Research Effectiveness: When and why social and digital data provide unique predictive signals

Seth Duncan, Kelley Sternhagen

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...

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