Why Read This
Social media is here to stay, and the world of market research cannot ignore it any longer. Yet while most market insights professionals are interested in the concept of using social media as a source for insights, the actual application and practice of social media market research still remains a black box. In reality, when and how to incorporate this kind of data into the broader market research goals need not be such a mystery. This report lays out the four main categories of insight that can be gleaned from social media and demonstrates how to carry out a social media research project using the typical tenets of a good market research process.