Move over, traditional market research – as social research becomes more prominent, will it replace other methodologies such as focus groups, consumer feedback surveys, & ethnography?
Before that question can be answered, it’s important to start with the basics and understand exactly what social research is. There are many variations of this term, including social listening and social media monitoring. While similar, they are not quite the same.
Social research can be defined as a methodology that utilizes public facing content from a variety of online & social sites in order to aggregate, monitor, and analyze content surrounding a topic, issue, product or service as a research methodology.
Social research is different than more generalized methods of using social data, such as listening or monitoring. Specifically, the goals of social research include:
- Using social media content to answer specific questions relative to a marketing or business initiative, or a related consumer study.