I love social media research because: You listen to people who haven’t participated in research #6 #MRX

focus group venn diagramI recently wrote a blog post citing ten of the things I love about social media research. Today I address love #6.

Social media research lets you listen to people who may have never participated in traditional forms of research.

Look to your left and look to your right. Neither of those people are on survey panels. Neither of those people are answering questions about brands, products, or services. Neither of those people are purposefully helping brands improve the products that they use every day.

Now look to your left and look to your right. Both of those people use Facebook. One of them probably uses Twitter. One of them probably leaves silly comments on YouTube or Flickr. One of them might even have their own blog where they write volumes of  opinions about all sorts of things.

The best way to get a well-rounded opinion about a brand is not to conduct a survey nor to conduct a focus group. They best way is to gather opinions from all kinds of people, those who know what a survey panel is and like answer surveys, those who have enough guts and spare time to take 3 or 4 hours out of their day to participate in a focus group, AND those who like to chat in social media.

Those three groups of people aren’t 100% overlapping so when you take advantage of all three groups, you’ll get a clearer picture of reality. And that’s all researchers want.

One response

  1. I always wonderered who are these people responding to 45 minute survey without straightlining or speeding? If I could, I would really do a survey just to find out who are these people:-) Your points make sense to me. Looking left or right, I don’t have anyone responding to surveys but do have both who are on facebook.

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