A look at the emotions, or lack of, the market research industry is generating on social media.
By Michalis A. Michael
Whenever something unexpected happens in life, some of us pause, we look up and we try to figure it out. Especially if you are curious – like good researchers are supposed to be – discovering a paradox can lead to a hypothesis and looking to prove it can be real fun. When we came across the Coca-Cola Superbowl ad paradox, we investigated and analysed it to death. We then started thinking about similar cases that may support our hypothesis i.e negativity brought out by a relative minority, under certain circumstances, may have a positive effect through awakening the majority.
In the latest installment of our series on social listening, Michalis Michael looks at the nuances of measuring social sentiment.