Can social listening obsolete all other research methodologies? How we have been stretching social listening use cases

Nicolas Pochart and Pierre-Antoine Dubosc

Haleon (formerly GSK Consumer Healthcare) used social listening and analysis of the online ratings and reviews of its products, as well as those of competitors, to create a consumer innovation framework and to gauge if social listening can make traditional research methodologies obsolete.

Introduction

This report showcases how Haleon (formerly GSK Consumer Healthcare), in an effort to stay ahead of the game on deep human understanding, has harnessed the exponential growth of data coming from social media and e-commerce with Semantiweb, a company specialised in social listening. By analysing online conversations, we were able to get insights on consumers’ needs, habits, personas and/or portraits, which are critical elements of our innovation framework. Also, by diligently analysing the online ratings and reviews of our products as well as our competitors, we were able to develop a paradigm-shifting approach that is quicker and more cost-efficient...

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