Leveraging Google+ as a qualitative research platform: case studies and best practices

Sharon Chen and Sheethal Shobowale

This paper explores learnings and best practices that have been found from pilots leveraging the Google+ social network for consumer insights research.

Leveraging Google+ as a qualitative research platform: case studies and best practices

Sharon Chen and Sheethal ShobowaleGoogle

Overview

The rise in social media platforms and usage has given marketers a compelling new avenue for conducting qualitative research. By design, social media platforms are created with the purpose of facilitating sharing and conversations. In addition, the ubiquity of social media means the learning curve for participants is in some ways, lower than when using a platform designed specifically for qualitative research. Activities such as posting, commenting, tagging, and sharing photos and videos are second nature to participants who...

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