13 years ago, when I started my career in market research, the only way to gauge consumers’ opinions was either through qualitative methodologies such as depth interviews or focus groups, or quantitatively through surveys. And then something happened. Social Media became big, with consumers talking about brands and their experiences with these brands online, the good, the bad and the ugly.
Whilst traditional methods are still crucial to making sound marketing decisions and validating hypotheses, digital listening can also give you an in-depth understanding of your brand’s health and audience’s behaviours. This could be for instance measuring your brand’s consumer-based brand equity, identifying new avenues to market your brand, pinpointing operational issues, and much more.