The final text of ESOMAR’s 24 Questions to help Buyers of Social Media Research will be released in the coming weeks and will take into account comments received from a range of members, companies and associations in the open consultation which closed 22 June.

These questions are intended to help buyers and users of social media research consider issues which influence whether a social media listening tool is fit for purpose in relation to a particular set of objectives whether qualitative, quantitative, or both. The context notes explain the reasons why the questions should be asked. They will help the user ensure that what they receive from a social media data provider is what they expected.

Social media research is a relatively new methodology within the market research space and asking these questions will help buyers gain a better understanding of the services that are being offered.

The questions cover company profile, data sources (including from which and how many websites does the company collect data) and data management covering topics such as the process for categorising data into specific content areas. Other topics covered include data quality and validation as well as policies and compliance.

The project team includes:

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

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

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