This webinar was kindly sponsored by Holborn Focus, the ideal location for qualitative research in Central London.
As an emerging market research method, social media intelligence has many unique challenges and nuances for researchers to navigate. These challenges include the inability to ask participants direct questions and a lack of robust frameworks to analyse social media conversations. The industry has been flooded with social media analytics tools that claim to find ‘insight in the noise’ but their focus on fuzzy metrics and quantitative measures are problematic for the researcher looking to generate deep customer insights. It’s left to the researcher to navigate these challenges, but where do you start?
In this webinar, Dr Jillian Ney, the UK’s first Dr of Social Media introduces her approach to analysing social media conversations. Dr Jillian has spent the last nine years analysing social media conversations and audience behaviour, she has worked with brands and organisations including EAIE, Glasgow 2014, Scottish Enterprise and Adidas. Her ‘People Science for your Social Data’ model can be used to guide the social media research process and turn unstructured data into actionable business intelligence. Dr Jillian introduces three common questions she is asked to answer and demonstrate her approach to the research. You’ll learn:
- The importance of good data segmentation and two common approaches to segmenting social media conversations.
- How to develop a social research methodology with a combination of tools to increase the level of insight generated.
- How to go beyond the functionality of social tools to get to the real insight.