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24 Questions to Help Buyers of Social Media Research

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 their particular objectives whether qualitative, quantitative, or both. The context notes explain why the questions should be asked. Asking these questions will help buyers gain a better understanding of the services that are being offered and ensure that what they receive from a social media data provider is what they expected.

We hope that providers of social media research will post their own answers to the questions online, as this will increase transparency and enable buyers to compare the services of different suppliers in this fast developing area.

The project team includes:

  • Annie Pettit, Vice President, Conversition and Editor of the text
  • 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.
  • Adam Phillips, Chair of ESOMAR's Professional Standards and Legal Committees

24 Questions to help Buyers of Social Media Research

24 Preguntas para Ayudar al Comprador de Investigacion de Medios Sociales

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