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Online & mobile research

The digital revolution has had a major impact on market researchers. Some are moving traditional panel surveys onto new platforms, while others are devising entirely new digital- and mobile-native techniques. Social listening has emerged as a way of deriving category or brand insights from conversations on social media. Meanwhile, online communities, involving a more participatory two-way exchange with research participants, have emerged as an alternative approach to traditional online panel research.

Key Reading

Important papers from across the Warc database

A guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.
Insights into consumers' use of mobile devices and using them for research.
Turning audience conversations across social media into structured insights.
This alternative to online panel research is an effective way of sourcing customer insight.

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