The amount of user-generated content (UgC) in social media is rising constantly. More and more consumers exchange their product and brand experiences using social media platforms. For this reason an in-depth analysis of content in social media seems to be an attractive alternative to traditional research methods because data is already available and at first glance it only has to be analyzed. A joint project between Dr. ing. h.c. F. Porsche ag and the market research agency sKoPos examines whether and to what extent social media analysis is able to provide valid insights. in what cases and when does social media analysis replace traditional research and when does it reach its limitations?
An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects. It significantly extends currently available methods by allowing quick, easy, and unbiased access to people's unconsciously held attitudes. In essence, implicit assessment relies on the measurement of response times, the introduction of response competition, and on response windows to reveal the affective component of advertising effects. Data from a recent study will be used to support the claim that implicit assessment not only measures more sensitively than traditional methods, but also detects effects that would otherwise be overlooked.