Market researchers are salivating at the opportunity to analyze “word of mouth” comments from consumers. Every minute consumers are having authentic conversations about brands, products and policies on Facebook, Twitter, blogs, forums and other websites.
Meanwhile, text mining and social media monitoring applications are delivering all of these comments right to interested researchers in easily analyzed formats.
But, wait, what do consumers think of this? To explore consumer attitudes towards social media market research, Vovici conducted an online survey of 426 U.S. Internet users. Come learn the results of this landmark research:
· What responsibilities do researchers have towards consumers who make public comments?
· How should verbatim comments be attributed to consumers, given that such comments can be found through search engines?
· Should market research work with customer service for service recovery for dissatisfied consumers?
The presentation concludes with practical tips for integrating social media into your market research efforts.
Jeffrey Henning, Founder & VP of Strategy, Vovici
Alli Libb, Moderator, American Marketing Association