• customerinsights posted a comment on ?Digital Consumer Intelligence 3 weeks, 5 days ago

    ?Digital Consumer Intelligence

    I don’t think that anyone is arguing that technology is assisting our ability to get insights faster and with greater ease (and in more interesting ways) for respondents. There can be value in these new approaches, including analysis of social data.

    What I find hard to swallow is that terminology that doesn’t really mean anything to begin with is constantly being changed. Social listening started saying that you only really need social listening (which can be fine for less complex questions). But now they are trying to be more palatable by saying other methods and data sources.

    What people need to remember is that social intelligence or digital consumer intelligence is one of a combination of methods that we can use. More work needs to be done on showing where one method is superior to the other, and better understand our challenges on representativeness and quality of research – we’re still not here yet.