Social Media-Related Qualitative Research

By Jay Zaltzman and Betsy Leichliter

A number of the qualitative research solutions discussed in earlier sections have been strongly influenced by the popularity of social media. In particular, some qualitative research tools and platforms now offer the ability to create interfaces or environments that convey a look or feel similar to Facebook, Twitter or other popular social media, in addition to more “neutral” or custom branded environments.

Social media such as Facebook, LinkedIn, blogs, Twitter, fan groups, peer advice forums, etc. have become a popular resource for secondary research, prior to investing in primary qualitative research. Researchers often find social media to be a helpful starting point for identifying trends and understanding how consumers express ideas.

As social media evolve, a variety of “listening” methods, such as text analytics and discourse analysis, are being used to glean insights and inspiration. Qualitative researchers are often tapped to apply their analytical and interpretive skills to these efforts.

Information shared through social media can be quite rich, since the people who contribute to it are often highly engaged, interested, and in some cases “influencers.” However, social media content may be skewed by people with very strong opinions. It can also be quite challenging to determine whether users of specific social media represent your targets, since social media can involve hundreds or even millions of participants and little is known about them beyond what they communicate via the social media they use. In contrast, primary qualitative research tends to involve smaller numbers of participants, recruited to fit precise specifications based on your research objectives.

It can be tempting to try to engage users of “natural” social media in market research activities — either within the social media they use, or by recruiting them into research conducted elsewhere.  Some qualitative researchers have had good results recruiting business people from LinkedIn or other social media that cater to people with professional interests. However we recommend that recruiting via social media be done with caution, since many people consider Facebook or other social media to be very personal spaces. It is also important to be aware that it can be difficult or impossible to authenticate people from sources like Craig’s list or “get paid to do research” sites.

If you are considering “stepping in” to social media to conduct research, we recommend that you first review the guidance that major market research associations offer concerning best practices for researchers working in a world of rapidly-changing privacy regulation.

---

---

Find Platforms

1. Social Media-Related Qualitative Research (11) +

   1. BlogNog / Accelerant Research

      

      BlogNog™ is used to uncover people’s feelings and experiences with the products and services they purchase or the jobs and careers they have. It is an online platform for people to express their innermost feelings, attitudes, and opinions about their relationships with different organizations and describe their real-life experiences. Continue reading »

   2. Dub

      

      Dub takes best ingredients from social networks like Facebook and Twitter like blogs, forums and tagging, and appropriate them for research and collaborative innovation. Our platforms are flexible and scalable solutions. Continue reading »

   3. GutCheck

      

      GutCheck is a qualitative research technology company that provides clients near instant recruitment of their specific target audience, and a platform for them to conduct one-on-one interviews or group discussions. Continue reading »

   4. InsideHeads

      

      The intuitive and simple design of the InsideHeads virtual focus facility and the smooth scrolling nature of real-time text chat create an exciting environment for testing concepts, names, print ads, package designs, videos, sound spots and websites. Continue reading »

   5. Itracks

      

      Itracks has a sophisticated suite of qualitative, quantitative, online community and panel services that are easy to use and come equipped with a wide range of multi-media and social networking capabilities. Continue reading »

   6. Quester®

      

      Quester® is a technology-driven, full-service market research firm, recognized as a 2012 EXPLOR Award finalist. We have developed proprietary technology that allows us to conduct qualitative research on a quantitative scale, with multi-lingual capabilities. Continue reading »

   7. Schlesinger Associates

      

      Schlesinger Associates is the leading data collection company offering a broad range of qualitative and quantitative solutions to your research needs. Continue reading »

   8. Toluna

      

      Toluna enables organizations to generate valuable customer insight by combining its online market research panel and industry leading technology. Continue reading »

   9. Userlytics Corporation

      

      Userlytics provides an online webcam based IDI service that combines two audiovisual streams of participant responses. Continue reading »

   10. Visionslive.com

       

       Visionslive is an ‘on-demand’ qualitative research service provider that lets you set up live online focus groups and bulletin board focus groups in seconds, anywhere in the world, in any language at a fraction of the cost. Continue reading »

   11. Voxco

       

       Voxco’s Acuity4 Social is a next-generation social media monitoring and insights solution whose analytics tools extract insights from millions of posts and comments gathered from the social web. Continue reading »

---

Find Providers

1. Social Media-Related Qualitative Research (23) +

   1. Abbott Research + Consulting

      

      Abbott Research specializes in customer experience, service industries, and insight-driven innovation, utilizing online qualitative methods such as virtual focus groups, bulletin boards, online communities, video streaming, and more. Continue reading »

   2. Applied Marketing Research, Inc.

      

      For our clients we provide a full range of marketing research services including: in-home product testing; web-based survey research using advanced techniques; online tabulations, analysis, chart exports, and real-time data reporting; certified focus group moderator with expertise in online focus groups, and more. Continue reading »

   3. Beacon Research

      

      Beacon Research is an innovative qualitative research consulting firm that specializes in current and emerging New Qual methods and hybrid designs in the U.S. and abroad. Continue reading »

   4. C+R Research

      

      Our toolbox consists of in-depth discussion boards, online chats, mobile, diaries, video journaling, netnography, usability, large community panels, and more. Continue reading »

   5. Campos Inc

      

      Campos Inc is a market research strategy and consulting firm that specializes in tracking, understanding and integrating consumer trends into the services we provide to our clients. Continue reading »

   6. Centrac DC Marketing Research

      

      Virtual “venues” are now an accepted means of gathering data, thanks to an increase in researcher and consumer comfort/familiarity, acceptance and use of Internet technology. Online technologies facilitate a variety of interaction that is not generally possible in traditional settings, leading to a more robust experience, and richer data. Continue reading »

   7. Clarion Research

      

      Clarion Research offers award-winning research tools, including online & in-person focus groups, IDIs, ethnographies, and immersive diaries; online communities (MROCs); telephone & online surveys, online bulletin boards, and mobile phone studies. Continue reading »

   8. Decision Analyst

      

      Decision Analyst focuses on questions and issues of marketing and strategy significance in qualitative investigations and analyses. Continue reading »

   9. Doyle Research Associates

      

      Doyle Research methods include webcam, bulletin board, video diaries, immersion, and mobile research, as well as a variety of specialty services including ideation, social media analysis, qualitative meta-analysis and group facilitation. Continue reading »

   10. Fader & Associates

       

       Fader & Associates specializes in all forms of qualitative research projects using both traditional and right-brain/emotional insight techniques. Continue reading »

   11. Fleischman Field Research

       Top-rated, conveniently located focus facility near Union Square features flexible creative studios including comfy living room, retail store, game room, mock jury settings and the Techsploration Lab, fully loaded for usability and video games. Continue reading »

   12. Goodmind

       

       Goodmind specializes in innovative, custom, online qualitative research. Our research reports are used as a blueprint for action. Continue reading »

   13. Halualani & Associates

       

       Halualani & Associates employs several qualitative and quantitative research methods (survey design, experiments, in-depth interviewing, focus group panels, participation observation, user research, diary studies), web panels, and triangulated designs. Continue reading »

   14. Insight Evolution LLC

       

       Insight Evolution recognizes each project for its own uniqueness and thus enables us to customize, tweak and develop data-collection methods and research techniques that will translate knowledge into actionable insights. Continue reading »

   15. Online Market Intelligence (OMI)

       

       With OMI online panels you can access over 350k consumers, 100k vehicle owners, 20k IT professionals, and over 7000 Physicians. Continue reading »

   16. Quester®

       

       Quester® is a technology-driven, full-service market research firm, recognized as a 2012 EXPLOR Award finalist. We have developed proprietary technology that allows us to conduct qualitative research on a quantitative scale, with multi-lingual capabilities. Continue reading »

   17. Recruiting Resources Unlimited, LLC

       

       RRU has evolved through the years to be the dynamic, cutting-edge, boutique research firm it is today. Continue reading »

   18. Saros Research ltd

       

       Saros is the UK’s leading database-driven research participant recruitment service. We believe the intersection of new media and established qualitative techniques represents exciting possibilities still to be fully explored. Continue reading »

   19. Saurage Research, Inc.

       

       The Saurage team applies the newest tools – online communities, bulletin boards, panels, mobile – with traditional methodologies to locate go-to-market insights for actionable strategies. Continue reading »

   20. SIS International Research

       

       Our methods include online qualitative methods, focus groups, ethnography, home visits, in-depth interviews, social media, analytics and more. Continue reading »

   21. Whyze Group

       

       Whyze Group provides deep insights into influencing buyer behavior to Global 2000 companies, strategy consultants and ad agencies. Continue reading »

   22. WorldOne

       

       WorldOne is the leading market research fieldwork agency in the healthcare industry, offering accurate, timely, and cost-efficient data collection with access to millions of physicians, allied health professionals, and healthcare consumers. Continue reading »

   23. Z. Research Services

       

       Companies looking to match the right online qual method to their marketing issues come to Z. Research Services. Continue reading »