Seek #CincySM Conversation Starter
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This document discusses social media research from a qualitative perspective. It defines social media research and explains why it is useful, particularly because it is non-disruptive, inexpensive, and the data is already publicly available. The document discusses using both quantitative and qualitative methods, including natural language processing to identify themes in large data sets and then coding verbatim responses to understand motivations. It provides examples of methods like dividing teams to develop hypotheses and insights about consumer benefits, habits, and barriers related to avocados. Resources for social media research are also listed.
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Seek #CincySM Conversation Starter
- 1. !" CincySM! February 9, 2011! social media research!
- 2. !" in a nutshell! • what is social media research?! • why social media research?! • qualitative perspective! • process! • method playtime! • resources!
- 3. what is social media research?! 3! #" it’s about the person and their story.! Online Bulletin Boards! Frequent Spots! Microblogs! Blogs! Life in Pictures!
- 4. why social media research?! 4! #" non-disruptive! inexpensive! already there! Disrupting the fish pond No recruiting, no Very short wait time; can change behavior.! incentives, no travel, no data is already out OOO time! there, just waiting to be =! harvested and Very low investment for analyzed.! high return!!
- 5. !" • The WHY behind larger scale behavioral data! • Gives more than sentiment and explains sentiment! social media • Structure for threading seemingly disparate research from a - ! comments into themes! qualitative • Drive to search deeper to understand the whole perspective! person! • “English Major’s Take”!
- 6. 6! #" process! quantitative backbone! Use an analytics platform that does Natural Language Processing theming that goes beyond sentiment. ! verbatim coding! Within themes that are most popular, seek to understand the “why.”! evolve the search! Look in different directions for other comments as you build insights.! street smarts check! Do your insights make sense for what you know about the brand, category or product? If not, seek out explanations.! call it! When you start to see the same “why” explanations again and again, call it a day.!
- 7. method playtime! 7! #" divide into teams of ~5! objectives: ! • understand consumer articulated benefits of avocados.! • identify habits and practices related to eating avocados.! • understand barriers to buying or eating avocados.! using the artifacts from your worksheet…! Develop hypothesis insights to answer the objectives.!
- 8. 8! #" resources! • #NewMR on Twitter & LI! • #SMR! • Netnography on LI! • Wordle or other word clouding tools – use loosely for “quantitative backbone”! • MRA/IMRO – Top 16 SMR Questions! • Platforms made for research and theming, not just monitoring and sentiment!
- 9. !" questions " & builds! renee! renee@seekresearch.com! @reneemmurphy!
Editor's Notes
- Looking at social media content without asking the question. Qualitative researchers know that asking the question influences the answer. Hawthorne effect. People are extraordinary – they deserve to be heard in whatever way possible in order to release their full potential. SM is one more platform, like FGs or In-Homes.
- It’s about meeting a client need quickly to influence decisions based on what the end consumer needs, in scenarios that previously wouldn’t have allowed for qualitative research.