Abstract:

Consumer opinions are prolific, authentic and insightful when respondents are more 'relaxed' in the internet versus when they are approached in person. Analysis on consumer-generated content in social media made a great contribution to nurturing the insights to support business decisions, however, social media analyses are not yet going to replace the richness gathered from traditional focus groups in which the interviewers listen, understand, perceive and feel the emotions of the individual that is in before the researcher.