I sleep with my mobile - insights throughout social network

The article describes a new method for extracting insights from monitoring social networks. Methods for analysing the unstructured data stream from social networks are classified in various ways: ratings analysis, content analysis, ethnographic research.

I sleep with my mobile – insights throughout social network

Alexandre Crivellaro and Celina Maki TakemuraIBOPE Media International, Brazil


Generating insights through qualitative research is by far the most attractive and frequently used method for finding insights about a product or even a brand. Many different techniques using focus groups, like ideation, recall, interactive sessions, to name but a few, are broadly used – although success is directly associated to moderator seniority and experience. Different groups can lead to different results for the same theme.

Some groups driven by qualitative research methods are managed virtually throughout...

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