Amid Social Media Fury, Don’t Forget Old Faithful Research Tools

Data abounds in today’s digital world of information abundance, but when - and how - do you determine how broadly representative the feedback is?

How do you work your way through the abundant, but raw, unstructured commentary from multiple Social Media channels to produce a fair, comprehensive composite picture of the view from the outside looking in?

A view that you can then integrate, tabulate or correlate w/specific brand, product, service quality ratings, rankings, and other preference or choice data from those same customers (or prospects, users, site visitors, etc.).

How, indeed, unless you have a solid program of primary research work on your agenda!