Abstract:

Nowadays social listening and analytics is an integral part of market research and customer insights. Surveys alone are no longer adequate, or fully representative of how consumers perceive brands and products, unless they are shorter, faster, and integrated with other sources of information such as social listening. It will be shown that accurate social listening integrated with retail measurement and surveys can help companies uncover valuable customer insights. A case study about Health & Wellness will be presented to showcase the power of data integration.