Making sense of TikTok

Date of publication: March 16, 2023

Catalogue: Webinars 2023


Guided by Tony's values of inclusion and internationalism, the mission of the Tony Cowling Foundation is to provoke and recognise innovation in the Market Research industry through our Research, Awards and Education programs. Join us for this webinar to hear from one of the 2022 finalists of the inaugeral award.

What's it about?

The most important part of TikTok is the hardest to see. It?s not the funny videos, the likes, or the influencers. No. It?s the way it brings together communities of people who share a common interest. This could be about books (#BookTok 105bn views), mental health (#MentalHealth 65bn views) or something as simple as the humble potato (#PotatoTok 890m views).

What happens when people come together? They share ideas, they influence each other, and they create demand.
#TikTokMadeMeBuyIt is used by TikTokers to show what they?ve bought as a result of what they?ve seen on TikTok. It?s been used over 39bn times. TikTok has rapidly become one of the most powerful demand generators in the world.


Yet, in the research community, it remains largely overlooked and misunderstood. This needs to change. Organisations need to understand what brings these audiences together in such numbers. We need to understand what makes them tick.

If we don?t, we?re trusting our future to hands of fate.

But if we do, our finger will be on the pulse of emerging audience needs, cultural shifts and influence.  

What's in it for me?

This session will go beyond the marketing hype and lift the lid on what?s happening on TikTok. You?ll hear from leading experts in researching consumer behaviours on TikTok.

  • What it is and how it works.
  • How consumer trends develop and spread
  • How it can be used to discover new audiences.
  • How you can use it to understand cultural shifts, and
  • How you can understand who?s influencing your customers
  • Who is this for? Client-side marketers, researchers, innovators and strategists.

Who is this for?

All those interested in understanding the next steps in Social Media research

Jeremy Hollow


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Chelsie Hall


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