Content-Based Research: Digital laboratories as a breakthrough approach to find profound insights in social media

Erick Morales Dondé

De La Riva Group, a market research company, describes the four stages to creating a successful digital laboratory, which allows for testing territories of communication in social networks.

Introduction

Data mining and big data analysis have been crucial to decode the user's activities in online platforms. Additionally, social listening methodologies have managed to break the 'question and answer' scheme of research, using a contextual reading of the social media conversation through artificial intelligence (AI) programs. Nonetheless, the latter methodologies lack profundity in terms of conversational quality (Duarte, Llansó & Loup, 2018) and deep understanding of the motives hidden behind the user's behaviours. Now, the proliferation of social networks has facilitated the creation of content-based research. This ensures dynamic, fast and cost-efficient practices that step away from the traditional...

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