A regular review of interesting cultural shifts & marketing developments as viewed through the collective lens of the Stancombe Research + Planning Team

Friday, September 25, 2009

Social media and research

With so many people tweeting, blogging, facebooking, myspacing and youtubing - market research companies have been continually developing technologies to turn all this information into something useful to sell to research buyers.

Recently Nielson and Facebook have joined forces to sample the 300 million plus user base for research purposes. The problem is that any research outputs will be based on people who choose to 'opt in' to participate, i.e. an opt in sample of heavy facebook users is prbably not representative of the general population. Read more here

A more passive approach is sentiment analysis, which (from my understanding) uses sophisticated software programs to monitor the moods and opinions of millions of people as they chatter online (twitter, blogs, forums etc) and then processes the information with highly complex linguist algorithms. Apparently the jury is still out on this technology (it's still early days), but it's easy to see the uses for brands like Apple or Google who are constant points of conversation on the web. Read more here

1 comment:

  1. The on-going development of software that can recognise speech and analyse consumer dialogue from a linguistic perspective is expected to become increasingly important as the technology becomes more sophisticated. The role of the human in all of this needs to be questioned. At what point do people and peopl's intellect become redundant? At what ppint will we have out behaviour totally predicated by some device or other. Imagine the freedome we will have to do other things. I wonder what?


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