A draft text for ESOMAR's 24 Questions to help buyers of Social Media Research is currently out for consultation.


Read the draft here and send in your comments urgently.

These questions are intended to help researchers consider issues which influence whether a social media tool is fit for purpose in relation to a particular set of objectives. The context notes provide an understanding of the reasons why the questions should be asked.

Social media research is a relatively new methodology within the market research space and many buyers find it difficult to compare services offered by different providers. These questions will help the researcher ensure that what they receive is what they expected from a social media data provider.

The project team includes:

  • Annie Pettit, Vice President, Conversition
  • Manila Austin, Vice President, Research Communispace 
  • Pete Cape, Global Knowledge Director, SSI
  • Mike Cooke, Director: Global Panel Management, GfK
  • Jeffrey Henning, Chief Marketing Officer, Affinnova, Inc.


These 24 Questions complement ESOMAR’s Guideline on ESOMAR's Guideline on Social Media Research that was released in 2011.

We welcome your comments and suggestions by 22 June (write to

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