Uncovering the why: How primary research unlocked tech giant Meta’s understanding of consumers

Cecily Mejia, Karl Joyce and Hannah Pucci

Mintel designed and executed a large-scale global research project to specifically address consumer drivers for Meta, resulting in the Global Society & Lifestyle Study.

Introduction

Researchers and data scientists are easily siloed into their fields of expertise. Clients and scientists often have limited time-frames and budgets, and so are forced to opt for one over the other. While both social listening and survey research reveal underlying consumer trends, they each only illuminate a part of the bigger picture. Social listening is exceptional in finding real-life manifestations and examples of consumer trends, and serves as a proxy for “behavioural” data-i.e., the “what”. Survey research, on the other hand, can be used to capture consumer attitudes using direct and adjacent lines of questioning-uncovering the “why”. This...

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