Monday, July 26th, 2010
From Research Live
By Brian Tarran
July 26, 2010
Excerpt:
“Social media may be a big hit with consumers, but brands are not entirely sold yet on the potential of social media research – a state of affairs Conversition is hoping to change with a new data visualisation app.
The social media research agency today launched EvoPlay to encourage brand owners to explore the type of data available to them via the web.
Co-founder Tessie Ting said “there is still a lot of reluctance” to the idea of using data from blogs, forums and social networks – what the company refers to as “social media data” – in place of the more traditional market research data sets.”
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Category media | Tags: Tags: brian tarran, content analysis, conversition, evoplay, press release, research live, sentiment analysis, social media, tessie ting, text analysis,
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Friday, April 16th, 2010
Excerpt from features section of Research-Live, by Brian Tarran.
Friday April 16, 2010
“It is a school of thought seemingly embodied by the agency Conversition, which describes itself as a social media research company, as distinct from social media monitoring and social media analysis. “Social media research is the application of scientific marketing research principles to the collection and analysis of social media data such that valid and reliable results are produced,” says the agency’s website.
What this means in practice is that Conversition produces similar outputs to a traditional market research agency, only it sources its data from the social web rather than through surveys. There are some limitations to the approach. Brand or product awareness is impossible to measure, says chief research officer Annie Pettit, explaining that just because someone doesn’t mention a brand in an online conversation doesn’t mean they are unaware of it.
Otherwise, Conversition has most of the basic tracking measures covered. And, says Pettit, it’s wholly possible to use the company’s data to create working predictive models – and why wouldn’t you? “That is the whole purpose of market research,” she says.”
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Category media | Tags: Tags: brian tarran, conversition, evolisten, research live, smr, social media research,
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