Social Intelligence Is Changing Market Research

With the right technology, marketers are able to save time and focus their efforts on analyzing insights and applying intelligence to achieve strategic advantage.

We’ve heard it 100 times: “We’re targeting millennials.” Really? What does millennial even mean? Google tells us; “There are no precise dates for when the generation starts and ends; most researchers and commentators use birth years ranging from the early 1980s to the early 2000s.

So you’re targeting anyone from 10 years old to 34 years old? As a marketer, is it really effective to categorize people by something as vague as “millennials” when social data makes possible incredible insights from identifying buying signals to deeply understanding a person’s drivers and values?

As the use of social networks increases, so does the richness and accessibility of information about an audience down to the individual, providing marketers with hundreds more potential data points to integrate with customer data from other channels.

In The Social Intelligence Playbook for 2016, Forrester Research acknowledges that while most business-to-consumer marketing professionals now understand the importance of social media, many...



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