At FOCUS Marketing Research South West Europe we also like to do a bit of pedagogy, because we understand that executives of fast moving consumer goods (FMCG) companies must be aware of the different, varied and updated alternatives that the market offers. research.
If companies need to know their target audiences in depth and in real time: what better than analytical monitoring of their habits and behaviors on social networks? The combination of different analysis tools with the identification and professional knowledge of the different audiences and platforms allows the collection and analysis of data that provides very precise profiles on which to act.
Among the numerous ADVANTAGES that market research applied to Soc. Networks provides. We could mention the following:
1. Knowledge, precise segmentation and direct interaction with the audience. Having data on demographics, behaviors, preferences and interests of consumers makes it possible to carry out precise segmentation, which facilitates personalization and encourages continuous feedback on different aspects of the products/services offered.
2. Identification of trends and, therefore, optimization of commercial and promotional actions. Have prior information to anticipate market movements and, in addition, monitor its evolution in real time, to readjust strategies and, thus, make all types of actions or campaigns profitable.
However – like almost everything in life – there are always some shadows that obscure the virtues, then there are a series of CONDITIONING OR ASPECTS TO WATCH:
1. Bias and ‘noise’ in the data. There is no doubt that not all of a company’s audience is active (even only present in a testimonial way) on social networks, so the data collected would only represent a part of the consumers, but by no means the entirety, which which makes extrapolation almost a science. Furthermore, the Soc. Networks They generate such volumes of information that filtering, processing and validating parameters is not a simple task, especially when much of the information is superficial or incomplete.
2. Exogenous factors. La constante actualización de los algoritmos de las distintas Soc. Networks It can significantly affect the capture and processing of data, in the same way that, given that these are the sources of the information, a certain dependency develops that can affect the analysis. And last – and not least – the privacy policies in relation to consumer protection.
