1. Want to know what women prefer - Louis
Vuitton or Gucci in Shanghai?
2. Which brand of eye makeup works best
on Asian women in China?
3. What is the brand sentiment of Li Ning
Shoes in the US or UK?
4. What brand is the most recognized of
Chinese food products in the U.S?
When trying to understand what
women think, as marketers we tend to
use focus groups
Information Opinions Ideas Emotions
A focus group is a form of qualitative research in
which a group of people are asked about their
perceptions, opinions, beliefs and attitudes towards
a product, service or company. (Wikipedia)
But…. Is there another way
to gain understandings of a
product or brand?
Social Media offers a new way….. SM4MR
(Social Media 4 Market Research)
Marketers can leverage this medium to gain
insights and perceptions on many issues.
Using Social Media provides other
• Timeliness of data collection
• Reduction of research cost
• Immediate transcripts at no extra cost.
• No additional travel cost or out of office productivity loss
• Effective identification of participants
How to use Social Media
Analytics to gain insights
First you need a social media
analytics (SMA) platform…. to
move from looking at data to
Insights, not just data
Word counts/tag cloud
Entry 4meline Sen4ment
High‐level topics Topics and subtopics
Venue analysis 2.0 Voices/par4cipants
Inﬂuence Key inﬂuen4als
Drill‐down to entries Mining Incident‐level repor4ng
Custom repor4ng elements
Use an SMA platform that provides (at a
• Sentiment analysis
• Geographical data
• Language identification
• Share of voice breakdown
• Demographic information
is our recommended platform
Sentiment analysis shows opinions
Shows improvement in sentiment
Shows decline in sentiment
Sentiment scoring is determined by
Shows decline in
sentiment was caused
by the number, location
and frequency of the
How do conversations relate?
All Credit Card Brand Rewards Conversation Topic Relationships Feb-March 2009
But … where are these discussions taking place?
What social media channel?
Shows blogs dominate
the social media
discussions about this
product, brand or
And across geography, too
The insights that are collected with an SMA
are the individual pieces … and need to be
used in-conjunction to determine the full
picture of understanding
Traditional market researchers
are skeptical of SM4MR.
Social media for market
research is early stage
Social media analytics products
are evolving and improving
Social Media Analytics will not
completely replace traditional
focus groups… mealy offer
additional data points
Use social media analytics
selectively when wanting to gain
insights about a brand, product
There are a limited number of
platforms to provide complete
social media analytics.
Further …. marketing research
methodologies on using these
tools are almost non-existent
That all said… social media
offers exciting new possibilities
to know what your consumers
are thinking right now!
Market research at the ‘speed of
Social Media Analytics
SinoBuzz™ is a social media analytics platform, a powerful tool for monitoring and
managing online brand, measuring public awareness, sentiment, influence, and
tracing authoritative sources.
It provides insights into customer retention and loyalty through analysis of customer
comments towards brands, products, services and sponsored events.