The majority of consumers use the internet to find and share information when they need to make a buying decision. Blogs are used, forums and review sites. These sources all fall into the social media-category.

Diversity
Social media is used (& created) by millions of people to ventilate their opinion on what’s going on in society. Literally every subject is discussed: from political party policies, to the latest Nike campaign, to information on the side effects of medicines, to decisions which health insurance to choose, which car to buy or which holiday to book. The Internet has become a vital source for consumers to give their opinion, exchange information and has become a major influential factor.

Impact
Although this is a relatively new situation, it affects almost everyone. Nowadays, every organization needs to be in tune with how their brand, their newly launched product, their campaign, their policy change or their competition is perceived. The Internet is the perfect medium to get that information. Millions of consumers are listening and are being influenced by online conversations every day.

Uninfluenced & unfiltered opinions
Social media-analysis is a powerful alternative (or supplement) to traditional research and offers a unique way to grasp those uninfluenced, unfiltered opinions. Traditional research agencies use methods like surveys, focus groups and phone interviews. Although social media is a considerable factor, it is currently not included in traditional research.