How does social listening benefit market researchers?

It’s a popular saying that “social media is the world’s largest and most unbiased focus group.” This quote is inspired by the fact that social media presents a sprawling terrain of the unsolicited brand and product conversations. According to the Data & Marketing Association, 59% of marketers list social media as the most effective channel for collecting marketing data, a number that continues to increase. The loud voices of consumers on social media sites such as Facebook, LinkedIn, and Pinterest have made it easier for market research tools to mine customer data within seconds and draw opinions and conclusions about their brand.

This guide will lay out how today’s social media age has strengthened the methods used by market researchers, and how to use market research tools for:

  • Honest, Unbiased & Unsolicited Opinions
  • Real-Time Data
  • Audience Segmentation & Profiling
  • Measuring Engagement Rates
  • Trend Tracking
  • Competitive Intelligence

Insights Provided by Ipsos

IpsosSynthesio was acquired by Ipsos in 2018, and remains a standalone Ipsos company. Ipsos was founded in 1975, has 18,000 employees, and is the leader in market research and consumer insights. Combined, Synthesio and Ipsos deliver world-class technology and services for social media intelligence.

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