Joanne Woolmer from Vision Critical presented at the NewMR Social Media Research Event on October 9, 2012. She discussed using conventional research to validate and quantify findings from social media. Specifically, she monitored social media discussions around the launch of the iPhone 5. She found mostly positive sentiment but realized not all views are equal. She then conducted a quantitative survey to validate and measure the scale of topics emerging from social media, such as interest in the 4G network. Her conclusions were that social media provides important insights but also has limitations, so conventional research is needed to determine what is real and quantify findings.