Point of view: The socialisation of research

Social media has not only changed the way we interact with each other, it also has the ability to transform the research industry, with the likes of Google Consumer Surveys already proving itself to be more accurate than most opinion polls when it came to predicting the result of the recent US Presidential Election.

Point of view: The socialisation of research

Stan SthanunanthanThe Coca-Cola Company

Social media has fundamentally changed the way we interact with people. It has redefined sharing, it has touched a very wide cross-section of people. There are at least three ways in which social media will impact the insights industry.

Facebook has over a billion members. More than half of them use it on their mobile device. The numbers are mind-boggling. If Facebook entered the market research business, it would fundamentally change the landscape.

Privacy laws, not to say company objectives, might hold Facebook back from using its fans...

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