SiMMRsm: Social Media Analysis
Social media is a vast and untapped source of qualitative data, albeit on a quantitative scale. Using a combination of traditional ethnographic and anthropological research methods along with new cultural and media analysis, we can help you answer questions you haven’t even thought of yet, find new trends to help you build new products, and understand the real feelings and thought processes of present and future consumers. Our team begins by using advanced, automated technology that crawling millions of blogs, forums, review sites, and other social media to capture opinions about:
- A specific brand (what is being said about my brand—positive or negative?)
- A competitive set (where does my brand stack up relative to my competitors?)
- A topic area (what are consumers saying about coffee, or about the environment, or about video games?)
Doyle Research: Answering the 'so what?' in social media
Anyone can buy a license from a sentiment analysis or data mining firm, however, basic reports are overwhelming and the results are worthless unless you can interpret them. It is extremely easy to misinterpret or miss the larger picture. At DRA, we have a staff of trained social media qualitative analysts who can accurately customize research, provide a deep analysis of the data, and translate it into a report that delivers the information you need.
•Qualitative data on a quantitative scale: quantitative research can show you popularity, but SiMMR explains why so you can harness, control, and maintain it.
•Traditional Research on the cutting edge: Using a combination of traditional ethnographic and anthropological research methods along with new cultural and media analysis, SiMMR analyzes current and historic word of mouth, which allows you to understand where positive and negative WOM comes from, helping you look towards the future. SiMMR also discovers your real audience by collapsing demographics in order to let you see possible new targets and innovate products both with and for consumers.
•Going deeper: We will provide you with a deep analysis detailed around yourspecifications; whether it is brand comparison, product sentiment, a topic area, or even testing the industry waters before launching a new line.
SiMMR v. Traditional
•Social Media MR is studying and learning a moving culture. Unlike traditional focus groups, SiMMR allows you to have an omnipresent view of consumer life, reactions, societal concerns, and ideas.
•Casting a wide net in a large lake: While it is the opposite tactic from traditional MR, it gains larger rewards. The lake is always full of premium fish that are already active, engaged, insightful, and passionate– whether or not you decide to toss in a line.
•Research through Social Media is organic and natural. What you observe are unprovoked, unbiased statements from real people, whereas interviewing has an inherent bias.
•Limitation of traditional research: you must rely on consumer memory. People can be unreliable witnesses to their own lives.
•SiMMR is about observation first, creation second. You can’t sell a product if there is no one to buy it. This allows for innovation and product ideas for people, by people at a lower expense than traditional research.
•Social Media research is not bound by time and can look back in time and also look at longer time periods as a whole.
•Not only do you find out where, why, and who your consumers are, you are able to see their natural language– how they discuss and interpret your product and your industry as a whole.
