Along with utilizing web surveys and volunteer panels, companies can tap into what the consumers and the general public are discussing online, whether or not the topics concern the company directly. With the dawn of the Internet, it is imperative for companies to keep track of consumer responses on platforms such as blogs, online forums, and social networking sites to best gauge consumer opinions and gain incredible insight on what the target market wants or needs.
We, at SurveyTabs, provide our clients with this facility of keeping a tab on online conversations such as comments, Facebook posts, Tweets, etc. that can help them:
Conventional market research mainly consists of surveying a set of people that ultimately, may or may not represent the target market. This gives rise to two issues that need to be addressed. Firstly, a survey will invariably represent the preconceived notions of an organization and follow a specific agenda. And secondly, respondents of said surveys may be sensitized to marketing processes, or may not include a broader section of people. As opposed to the traditional method, monitoring online buzz essentially provides our clients with a reality check – by telling them how customers really feel.
The core method to gain insight from conversations on the web, involves:
Searching for and Identifying relevant focus points
Tools such as RSS Feeds, blog search engines, or mail alerts can be used to filter the web and gain access to only that material that is significant for the client.
Mining and Archiving the information
In order to gain insights on trends, or monitor company mentions, using tools like a feed aggregator is enough. For more advanced analysis of web conversations, however, researchers require tools that directly convert feeds into a factual database.
Examining the found information to gain insight
Greater the amount of data to be analysed, greater the need of a powerful software. Having relevant software eases the process to a large extent, and also renders it more efficient and insightful. Another approach is to use Tag Clouds. In this, the filter works to demonstrate how often a particular term has occurred within a text through variation in size.
The process of culminating online survey work consists of a series of calculated steps which include:
If nothing else, the methods of blog and buzz mining will only improve in the upcoming days. With the rising demand for information off the web, and increasing no. of researchers realizing the value of buzz monitoring, this trend is here to stay!
The process of extracting information from the web and converting it into relevant, useful insight requires large amounts of effort and expertise. And that is exactly what SurveyTabs aims to offer to its clients. Research, that is ethical