Social Media Research: How Seriously Do You Listen to Consumers Online?
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for AMA Magazines and e-Newsletters.
Once upon a time, marketing researchers relied on the principal that to uncover consumers’ insights, they had to ask a question.
“The consumer landscape itself is changing and that’s something we need to understand as both marketers and market researchers,” says Sourabh Sharma, social media research expert at SKIM, a Rotterdam, Netherlands-based market research and consulting agency. “Consumers very positively have more options of how to express themselves.”
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