Insight Intelligence Market Research Summit 2016, 9-10 May, London

This article considers social media intelligence in market research, including the tools needed to analyse conversations and the challenge of how to extract value from the millions of online conversations that happen daily.

Insight Intelligence Market Research Summit 2016, 9–10 May, London

Jillian Ney

Social media intelligence in market research

In my job, I conduct many large-scale qualitative market research projects with social media data. These projects are considerably different to the established practices of online qualitative research, like online communities. While there are journals and papers to help design online community research, this is missing from social media research, or what I call social media intelligence.

I like to think of social media as the largest focus group in the...

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