Social analytics data: An invaluable tool in gauging implicit and intuitive consumer response

Peter Foster
Way to Blue

As social data or buzz monitoring data becomes more significant and important for brands, it is vital to fully understand how to best utilise and realise its benefits in a number of ways. From building further understanding around consumer attitudes, motivations, and behaviours, to providing a valuable source of commentary or feedback around a particular campaign, product or brand proposition in the form of KPI's or metrics.

Social listening or buzz data can be seen as one of the most passive forms of qualitative data marketers have to hand, providing implicit commentary on communications or assets released as well as expressing attitudes and expectations around upcoming products or brands. For our entertainment client base, social data provides an invaluable source of insight in gauging awareness levels and early stage reactions to content in a highly unconscious and spontaneous manner when compared to prompted online survey research.