Abstract:

The rise in use of social media platforms presents Market Researchers with exciting new ways of obtaining insights into consumer thinking, opinions and attitudes towards events of the day. Very little proven research has been conducted utilizing social media sources, and so Confirmit and SSI seized the opportunity to embark on an experimental study to compare and contrast traditional methods of data collection through online panels merged with social media data. Fortunately for us, the timing coincided perfectly with the start of the campaigning for the UK 2015 Parliamentary elections. This innovative study was based on the following aims: -Run a traditional online panel study asking for opinions on a series of political topics -Run a search around a cross-section of social media sites expressing opinion on the same topics -Identify which topic generated the most social media buzz, and compare this to the quantitative response data, to determine possible correlation. Join Wale Omiyale, SVP, Market Research, Confirmit and Pete Cape (SSI) who will compare and contrast insights gathered from traditional sources with insights from social media buzz. You’ll learn: -The complementary nature of traditional and social research -Best practices for creating social media research projects -Whether this hybrid approach would have predicted the actual result!