Can Social Media Metrics Actually Enhance The Value Of Qualitative Research

Additional data leads to deeper insights. In prior articles we have touched on the question of whether social media will change the usage of, or even become a replacement for, qualitative research. Our
position on this has been and remains a resounding “no.” Qualitative research can very often better define, tap into and quickly bring back information from a particular market niche or segment through targeted recruiting. It can specifically and exclusively bring to bear opinions
from a market niche of interest, especially those segment members who are actual decision makers for a product or service.

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