Social Media Monitoring: Market Research 2.0

Presented by

Dean Westervelt of Collective Intellect

About this talk

The advent of Web 2.0, specifically the amount and detail of user-generated content (UGC) being consumed, has significantly and permanently altered traditional approaches to market research. Traditional research approaches such as surveys and focus groups have been largely replaced by online surveys and panels. To provide a holistic understanding of customer preferences, brand attributes, or characteristics about products and services, companies will complete the transition to Market Research 2.0 by incorporating a social media listening strategy into their overall approach.

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