Published in General

The 2012 Market Research Event Will Focus on Social Media

I have been attending The Market Research Event for at least 10 years, and have had the privilege of presenting research findings and points-of-view during most of those years. The Market Research Event has always been one of the best conferences of its type, but this year promises to be the most exciting yet.

Ever since Proctor and Gamble’s Joan Lewis asserted that social media may replace surveys as a primary source of market research data (which she did at a 2011 Advertising Research Foundation event), there has been a growing debate about the relative merits of social media and more traditional market research.

At this year’s event, there will be nearly a dozen presentations that address the issue of how social media can be used as a key source of market and consumer insights. I aim to attend as many of these as possible.

My colleague Dave Ensing and I will be presenting results of research Maritz has been conducting to explore how social media and more traditional survey data compare. Do ratings from websites like TripAdvisor® tell the same story as those captured via traditional surveys? What about text data? We will be sharing results that address both of the preceding questions and more.

Hope to see you at our session on Tuesday, November 13 at 2:45!