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Research Papers
Getting answers without asking questions
- The evaluation of a TV programme based on social media
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The rise of social media has drastically changed the market research landscape. Blogs, chat, and forums allow us to better connect with customers yet while yielding large amounts of new data with unexploited potential. We have developed a new methodology called social media netnography to address this spontaneous feedback. It allows researchers to make use of these large amounts of information in order to optimize products, get insights into certain target groups, and learn more about online branding. Recently, this technique was applied in cooperation with RTL Nederland to evaluate two television shows: ‘So You Think You Can Dance’ and ‘X Factor’.
Author(s): Annelies Verhaeghe, Niels Schillewaert, Emilie van den Berge
Date of publication: 29-10-2009
ISBN: 92-831-0238-X
Order Code: S339
Number of pages: 16
Themes: Online Research
Conference collection: Online Research 2009
All papers from Online Research 2009:
- Cultural differences: draw or barrier?
- Optimizing engagement in multinational online communities - Tweetmiotics
- Using Twitter as a consumer centric research tool - How to be successful in co-creation research?
- The Swarovski innovation research community - Social media trends around the world!
- The Global Web Index (GWI) - Inspiring change
- Innovative methods and integrated advertising - Bloggers as research partners
- It works for us but does it work for them?
- How online research communities work for consumers invited to participate - The sourcing challenge
- Remedying the differences due to multiple online panel sources - Online community platforms
- A macro-overview and case study - Mobile interviewing
- The next frontier of data collection - The future consumer
- Co-creating the 2020 kitchen - Innovative online research
- The US presidential campaign of Barack Obama case study - Getting answers without asking questions
- The evaluation of a TV programme based on social media - Best practices in mobile research
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