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.
By Michalis Michael
Before we start sharing real data and case studies from social listening, we thought it prudent to explain how this is properly done for market research purposes. The most important notion to be understood and accepted is that unlike the way DIY social media monitoring tools work, in order to achieve the required data accuracies that are of paramount importance for market research purposes, a 3-4 week human-led set-up phase is needed (see Fig.1). Once the set-up of a product category or any other subject in a specific language is done, from then on it is possible to take a real-time DIY approach like with any other social media monitoring tool.