Jeroen Van Boeckel conducted a master's thesis survey of 151 practitioners regarding their use of Twitter for market research. 37 responded. While many saw benefits like monitoring trends, opinions, and competitors, others were hesitant. Larger organizations tended to use Twitter just for broadcasting, while smaller ones used it more interactively. The thesis provided best practices for market researchers looking to use Twitter, such as asking what questions they want to answer and focusing on quality over quantity of tweets. Ultimately, Twitter can be a useful tool for gaining insights if used properly.

1. Results of a masters thesis
by Jeroen Van Boeckel

2. Based on…
 Questionnaire distributed among
practitioners
 People contacted: 151
 Response: n = 37

3. Twitter within organizations?
 Good idea!
Marketing, market research, monitoring data – trends –
competition – opinion leaders , sentiment-
analyses, networking, PR, spreading/gaining
knowledge, R&D,…

4. Twitter for market research?
Why do some people like the idea…
…whereas others detest it?

5. Twitter for market research: YES!
Ok, we like the enthousiasm… but what are
the advantages of Twitter? Why should I
use it for market research?

6. Twitter for market research: YES!
Ok, I get the advantages already, but
how should I use Twitter for market
research?

7. Twitter for market research: meh

8. What about applications?
Are Twitter applications such as Tweetdeck well
known among practicioners ?
Are Twitter applications useful
according to pracitioners ?

9. What about applications?

10. Organization size
Have more means for a succesful integration of Twitter…
…but they tend to use Twitter solely as a broadcast
instrument
Have less financial means, but are more
personal/interactive to spread awareness

11. Organizations of the respondents
& Twitter

13. Market researchers willing to
use Twitter…
…should ask themselves these questions:

14. Some best practices

15. Some best practices (cont’d)

16. In the end, Twitter…

17. Thanks for reading!