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At the 2014 CIM Digital Marketing Intelligence conference, Robert Dossin, Client Solutions Director Europe at SKIM, presented on leveraging social media and tapping into active online conversations for enhanced insights.
Conversation research: leveraging the power of social media
In the social media landscape of user generated content, should the unit of measurement be ‘conversations’ rather than ‘respondents?
This session focused on the pros and cons of ethnography, using a pan-European case study on schizophrenia, as an example of how companies, even those who focus on healthcare research, can get value from listening to their consumers. The presentation looked at how to make the most of the benefits of new technology – text analytics, scraping – whilst still needing human intelligence and different perspectives.
http://www.slideshare.net/SKIMgroup/conversation-research-leveraging-the-power-of-social-media
If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.
