Don't Let The Numbers Fool You
Social listening software has recently made a big splash in the market research field. Software providers in this industry have been able to effectively analyze social media conversations in a quantitative manner. They are great at finding how many people are mentioning brands, and have the ability to bring forth commonly occurring words. They also offer a host of other social analytics that aren't necessarily relevant in the market research realm, but are very valuable in other social marketing aspects. However, one of the biggest concerns with using social listeners is that they rely too heavily on previous knowledge. A user typically has to set up keyword searches to find the topics they're interested in exploring. This limits insights to those that you likely already knew about anyway, leaving out the "unknown" topics that can be extremely valuable.
Social Listeners Lack Depth:
Relies on Boolean search queries, leaving unknown topics undiscovered
Competitor data is often unavailable or limited
Data is collected at the brand level, rather than the product level
While social listening software might reveal some interesting consumer characteristics, most of these platforms do not provide enough depth of analysis to draw major conclusions regarding consumer opinions. Understanding your consumers' actions is helpful, but their actions don't always deliver insights about their perceptions of your brands and products.