The same goes for pretty much any strong feeling. What they reveal is passion, an emotion that survey data struggles to capture. “Hate” and “love” are strong words, but they’re everyday language online. Imagine someone using social to vent about how they hate one product and love another. Because it’s less mediated, it’s more revealing of the sentiment behind what they say. Social data gives an invaluable insight into how people feel about specific topics. It’s a 1+1=3 thing – the genius of AND, not the tyranny of OR. Looking deeper we see seven general benefits of combining social and survey in this way: Benefit 1: More accuracy, deeper understandingĬombining social and survey data produces a result that’s greater than the sum of its parts. That sounds like a good reason to keep reading. Well, insights drawn from different sources – in this case GWI’s survey data and Audiense’s social data – paint a more detailed and reliable picture of what audiences think, feel and do. Big news, people: GWI has partnered with Audiense, the leading audience intelligence solution.
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