New Market Research: It's About Expression, Not Impressions
Published 3/24/2009
Author: Nancy Pekala
Nancy Pekala is the AMA's Director of Online Content and Editor of Marketing Matters.
Summary
How can companies stay relevant in a customer-controlled world? Focusing on valuable consumer insights centered on sentiment and behavior gained through social media interactions is critical to the future of market research analysis.
Just back from SXSW Interactive, Dan Neely, CEO of Networked Insights, spoke with Marketing Matters in an exclusive interview about social media trends, sentiment, and relevance in today’s social media world. Networked Insights is a Madison, WI-based firm in the social commerce space which recently partnered with Jive Software on Jive Insights, a new feature of Jive SBS 3.0. Powered by Networked Insights’ SocialSense technology, the new feature provides a realtime view into the companies, products and topics that online communities are engaged around, including sentiment.
Will a new age of social media insights and metrics replace old-school market research techniques? Will social media analysis replace the “gut instinct” many marketers trade on today? Leave your comments here.
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Brenda Alvarez wrote:
It is amazing the granularity that can be obtained from the web based analytics such as Google analytics or Hit-wise to name a few. Analytics should never be replaced with gut instincts or vice versa. Interesting book about that: Your Gut Is Still Not Smarter Than Your Head by Kevin Clancy and Peter Krieg. Research tools in general, and for both traditional marketing and online marketing, have been getting sharper and sharper in the last decade and should only be expecting it to get better, which is fantastic for Marketers!!!
Posted on : 4/7/2009