What is social media market research and why is it valuable?
Posted: Sun Feb 16, 2025 3:45 am
AI is here to stay. And the technology gets more sophisticated, so too will the social media teams who choose to adopt it.
Hopefully we’ve put your mind at ease and given you some ideas about how to make AI work for your workflow, skills and role.
As marketers, it’s our job to know our target car owner data audience’s needs and preferences. It’s why we conduct market research every year to better understand what our customers want and uncover new business opportunities. But traditional market research is no longer enough now that consumer preferences and market dynamics can change overnight.
While focus groups and annual surveys are still useful touchpoints, they reveal little about current events or trending topics among consumers. Social media is overflowing with these in-the-moment insights—it’s market research on steroids. That’s why 93% of business leaders say social media data and insights will be their company’s primary source of business intelligence.
But this dynamic and rich data source hasn’t been fully harnessed. You need to use social media market research to uncover critical customer, competitor and industry insights to maintain an accurate pulse on your market while keeping costs low.
Social media market research is the practice of gathering historical and real-time data from social media channels to improve your business. It gives you critical insights from qualitative data (comments and posts) and quantitative metrics (likes and shares).
While it can be done natively, intelligent tools driven by artificial intelligence, like Sprout, make the process of gathering social intelligence:
Cost-effective: It’s more affordable than traditional methods like surveys and focus groups that can cost thousands of dollars depending on the size and complexity of the research project.
Hopefully we’ve put your mind at ease and given you some ideas about how to make AI work for your workflow, skills and role.
As marketers, it’s our job to know our target car owner data audience’s needs and preferences. It’s why we conduct market research every year to better understand what our customers want and uncover new business opportunities. But traditional market research is no longer enough now that consumer preferences and market dynamics can change overnight.
While focus groups and annual surveys are still useful touchpoints, they reveal little about current events or trending topics among consumers. Social media is overflowing with these in-the-moment insights—it’s market research on steroids. That’s why 93% of business leaders say social media data and insights will be their company’s primary source of business intelligence.
But this dynamic and rich data source hasn’t been fully harnessed. You need to use social media market research to uncover critical customer, competitor and industry insights to maintain an accurate pulse on your market while keeping costs low.
Social media market research is the practice of gathering historical and real-time data from social media channels to improve your business. It gives you critical insights from qualitative data (comments and posts) and quantitative metrics (likes and shares).
While it can be done natively, intelligent tools driven by artificial intelligence, like Sprout, make the process of gathering social intelligence:
Cost-effective: It’s more affordable than traditional methods like surveys and focus groups that can cost thousands of dollars depending on the size and complexity of the research project.