Toluna will host a complimentary Webinar, themed "Combining Social and Survey Research to Obtain Truly Unparalleled Insight: Let’s Talk About Beer Drinkers!", on March 12 at 2 p.m. EDT. Carol Haney will present. For more information and to register visit https://quirks.webex.com/quirks/onstage/g.php?t=a&d=665035917.
Over the past two years, a global revolution has changed how people interact with social media. In the U.S., Comscore reports that 57.3 million users access and post to Facebook over their mobile device alone; Twitter has 13.3 million users daily posting from their phones, and 5.4 million users post by mobile to LinkedIn. This revolutionary “mobile posting” to social media allows for in-the-moment commentary – commentary that includes brands, product use and retail stores. The posted data is rich in content – images, video, news clips, geolocation information, amongst others – and advances in smartphone technologies make the postings, including the content, extremely easy for individuals to do.
Many companies perform social media analysis as well as survey research to better understand their consumer space, yet they don’t look at the two activities as a unified whole. We’ve developed strategies for merging survey research and social media analysis and in this presentation we will use a study of beer and wine drinkers to show how doing so can produce data rich with insights and compelling narratives.
During this Webinar you will learn:
- How the mobile revolution in research modes is causing an organic shift in survey-taking.
- How consumers are using social media and more to gather information prior to decision-making.
- How market researchers can use these shifts in behavior to obtain more holistic information and create deeper narratives.
Time will be left to answer your questions.
Can't attend? Register anyway and after the live event you will be sent a link to a recording which you view at your leisure.
Presenter: Carol Haney joined Toluna as Vice President, Group Product Marketing in January 2012. Before joining Toluna, she was the thought-leader in the development of Research LifeStreaming at Harris Interactive, an industry-changing method of doing data collection by panel-based social media listening. Using Research LifeStreaming techniques as well as other research methodologies, she led the formative research for the largest anti-smoking consumer education campaign sponsored by the Centers for Disease Control and Prevention. The formative research included message platform development through copy testing and the campaign, released in April 2012, was declared “transcendent” as well as “among the year’s most memorable advertising and perhaps among the best-ever work in its category” by AdWeek. Previous to Toluna, Carol has served in leadership roles at TNS, SPSS, and the National Opinion Research Center. At NORC, Carol was part of the team that won the AAPOR Innovators Award for Web-enabled data analytics for the General Social Survey. Carol graduated valedictorian with a BA in Classics from Shimer College and attended the University of Chicago for graduate work in computer science.
In conjunction with the Research Triangle Institute, Carol is currently working on a book under contract with Wiley called Social Media, Sociality & Survey Research. Carol is also author of a series of articles with The Futurist Society on the future of text analytics as a research tool, to be published this upcoming fall.
Moderator: Joe Rydholm, Editor, Quirk's Marketing Research Review