This document summarizes a presentation on incorporating social media research into qualitative projects. It discusses interviewing professionals to learn how they educate clients on SMR, include it in proposals, and use it to support qualitative work. Benefits include understanding participant perspectives, competitive intelligence, and enhancing client relationships. SMR works best when part of a qualitative project to provide context. While some clients value the depth it adds, others see it as optional. The presentation provides tips on identifying suitable projects, tracking data, and addressing ethics and time requirements.

1. SMR SIG Presentation – August 2015SMR SIG Presentation – August 2015
QRCA SMR SIG Presentation:
Where Social Media Research Fits;
Projects, Clients and Proposal
Advice
Katrina Noelle & Holly Blankstein
August 2015

2. SMR SIG Presentation – August 2015SMR SIG Presentation – August 2015
Learn practices from our fellow practitioners on how to:
1. Educate clients on the use of social media research
within or in conjunction with a qualitative project
2. Include social media research in qualitative project
proposals
3. Use social media research to support qualitative
projects
Our Objectives

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Our Methodology
Five one-on-one telephone interviews with professionals in our
network
Participants Represented:
o 3 countries
o 5 companies
o Roles/titles: Research Director, President, VP and Consultants
o In terms of SMR experience, some had only using the techniques for
a couple years and some experts had been integrating the technique
for 10 years
o 2-12 projects a year include a SMR component
Interestingly, finding participants was more difficult than anticipated

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In-person
Synchronous / Real-Time Online
Discussions
Asynchronous Online Discussions
Mobile Research
Leveraging Social Media Research
Where SMR fits in:
Today’s Qualitative Menu

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Benefits and Methods

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Making a Place for SMR
Before they could successfully integrate and sell SMR, the
practitioners we spoke to had to fully understand how it would
fit into their practice
o What did it add to their offering?
o What sorts of projects would it be best for?
o Which sorts of clients should they approach with it?
But many found it worth while to find out because…

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Reasons to Try
Participants under the age of 25
are getting less and less
comfortable with in person
research
Competitive intelligence –
getting up to speed on new
clients and categories
I saw people were commenting on
sites like Yelp and noticed that
would have an impact on our
customers. Looked for a way to
capture that and incorporate it into
findings for our clients

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Add to the Offering
Our participants all clarified that the best way to offer
SMR is as part of a qualitative project
1. Project prologue; learn about what people said about the
brand before research
2. Language; base attribute lists on the most common words to
describe the brand online, know which words to use in
discussion guides
3. Pre-fieldwork; get to know participants before meeting them
in field, often via FB, Instagram, CC or texting
Always listen on a larger level - social
media listening cannot stand alone.
Always do it in conjunction with offline or
more traditional experiences - otherwise
you only get one side of the story

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Impress Clients
 Show clients their researcher is thinking about their
topic and combining resources like blogs and social
media to represent not only what her participants are
saying, but what the conversation in general is about
 Enhance client relationship to "impress" them with
category knowledge
 Make it easier to establish rapport with participants
 Help answer questions you’d otherwise not know to
ask; better prepares for research

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Some Clients Appreciate SMR
A couple of participants have clients who love added
depth that SMR brings to projects, especially those
focused on their brand image in SM
• They see it as and efficient and authentic way to hear
the voice of the customer
They appreciate the added
value and added depth to
the reports. Also, it’s
viewed as efficient since
it's difficult to get enough
time with respondents.
Additionally, it is a bit more
"authentic"

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But…Sometimes it’s Invisible
A number of participants said that SRM is not very
sellable; clients feel it’s a nice-to-have but not for an extra
expense
• That’s no reason not to do it however! Participants feel
confident that it gives them background knowledge
they need to succeed in projects
I can't imagine a way to "sell"
it on it's own. It's usually not
even a line item on my
invoices. I uses it mostly for
my own knowledge and to add
color and background to the
topic or results

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What Next?
Bringing SMR to your team and your clients

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Tips
Start by Remember that
• Find a project with
enough social chatter
online
• Join the discussion!
• Find a software platform
that works for you to
track your findings
• Use it to write screeners
and guides
• It’s time consuming
• There is a steep learning
curve
• There is a lot of data to
manage

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Platforms
DIY Methods Software Services
• “By hand” via smart
Google searches
• A younger
colleague/employee
• Find a software platform
that works for you to
track your findings
• Use it to write screeners
and guides

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Cautions
 Data; Not all brands or topics are discussed enough
online; do your homework before presenting a SMR to
your client
 Ethics; Treat all of this data as you do data from any
other type of research
 Time; Make sure you have the time to get immersed in
the online discussion and are willing to open your own
SM accounts to interact with the discussion in that
space

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QRCA is a vibrant global network of qualitative researchers
immersed in the most exciting work being done in the field.
Need insights?
One organization. One click.
1,000+ qualitative experts.
www.QRCA.org
888.ORG.QRCA
Katrina Noelle
T: +1 415.450.7084
E: KN@katrinanoelleresearch.com
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Holly Blankstein
T: +1 773.294.1443
E: holly@blanksteinconsulting.com