People don’t talk to researchers the way they talk to each other.
This simple truth epitomises the many limitations of traditional market research.
You survey people about what you’re interested in. And when we ask the questions, we’re always too late. The moment we cared about has passed. We’re capturing posthoc rationalisation, and asking the questions we want answers to.
In the process, we miss customers’ true voices – as they themselves want to be heard.
So we’ve turned to social to understand what people themselves are interested in. It’s natural, raw and unplugged conversations people actually want to have, where they talk in the way they naturally do. It lets us see how they felt in the moment. It’s a chance to get to the heart of what really matters.
This is powerful stuff, and can be applied across a variety of industries and business challenges.
- Market Trends: Identifying budding market trends and unmet consumer demands.
- Market Expansion: By exploring what makes your existing audiences tick on social media, you can scope out, engage and reach new audiences. Building strategies for customer acquisition has never been easier.
- Product and Service Development: Use social insight to gather feedback and improve product and service offerings, as well as improving the overall user experience.
- Brand Reputation Management: Analyse consumer attitudes by exploring brand mentions, sentiments and associations.
- Influencer Marketing: Identify, map and explore influential people in your industry to understand their reach and how they can help promote your brand.
- Content Creation and Optimisation: Inform and improve your content creation by identifying popular topics for target audiences. By evaluating the performance of different types of content, you can determine what resonates with your audiences and learn to speak their language.
- Competitor Analysis: Examining consumer attitudes to your competitors allows you to identify their strengths and weaknesses. That way, you stay informed and ahead of your competition.
- Customer Service: Use social media data to improve customer services and address customer concerns.
- Crisis Management: Respond, mitigate and understand potential crisis situations to your brand reputation through effective social media monitoring.
- Campaign Analysis: Use social media data to measure and understand the success of marketing campaigns, and identify areas for improvement.
By: Louise Alestam