The social media storm has hit and continues to rain down a variety of opportunities for market researchers. Everyone’s getting on Facebook, Twitter, Yammer, and the like.
What does this mean for market researchers? Social media sites can provide another avenue to explore for focus group participants or survey respondents. In fact, they make it easy for you.
Think about a typical Facebook user page, for example. Most users generally input their age, location, high school and college graduation dates, and some basic personal information. Some are even more elaborate, putting their job title, functions and a veritable fact sheet on their life and interests. Essentially, a Facebook user page is a sort of consumer profile.
The Facebook ad system allows you to target particular groups. For instance, if you were doing market research for a running shoe, you could target those who list running as an interest in their profile, in a certain area or age group – there are many possibilities. Invite them to join the group and gather new product feedback through your ad.
Once you have your members, you can view their basic information to see who fits your target profiles. You can also utilize the discussion pages or Facebook “wall” to gather general, qualitative remarks about the product type. While Facebook is a good place to start building a target group, naturally you must work closely with your client about what you can reveal online, and exercise caution in what you reveal to the group.
Check back tomorrow, when I will discuss additional ways you can utilize the Facebook group to send out surveys and gather information.
What does this mean for market researchers? Social media sites can provide another avenue to explore for focus group participants or survey respondents. In fact, they make it easy for you.
Think about a typical Facebook user page, for example. Most users generally input their age, location, high school and college graduation dates, and some basic personal information. Some are even more elaborate, putting their job title, functions and a veritable fact sheet on their life and interests. Essentially, a Facebook user page is a sort of consumer profile.
The Facebook ad system allows you to target particular groups. For instance, if you were doing market research for a running shoe, you could target those who list running as an interest in their profile, in a certain area or age group – there are many possibilities. Invite them to join the group and gather new product feedback through your ad.
Once you have your members, you can view their basic information to see who fits your target profiles. You can also utilize the discussion pages or Facebook “wall” to gather general, qualitative remarks about the product type. While Facebook is a good place to start building a target group, naturally you must work closely with your client about what you can reveal online, and exercise caution in what you reveal to the group.
Check back tomorrow, when I will discuss additional ways you can utilize the Facebook group to send out surveys and gather information.
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