The extensive use of research to help guide marketing decisions has caused an increase in autopilot responses and a reluctance to participate due to privacy issues, which has led to a dearth of deep and meaningful insights.
With a consumer’s need for control and a marketer’s desire for relevant insights, social media is providing a platform for both parties to create strong brand loyalty and engagement. These new research approaches now play a significant role in engaging customers to help better define their needs and desires. This white paper by Shikatani Lacroix president Jean-Pierre Lacroix analyzes these new tools and discusses how they are effective at gaining new insights into consumer behaviour and preferences.
This white paper will discuss:
- The role social media plays in research
- How to leverage social media as an effective insights tool
- How to shift your research approach to one that forms a collaborative and engaging relationship with your target audience
- The benchmarks of organizations that are using such initiatives
- The role of conventional research in this new approach
