GreenBook Blog provides original insight into the challenges faced by the market research industry today. Contributors from both sides of the table share their expertise and offer unique perspectives on a wide variety of issues, both strategic and tactical.
Last week Ray Poynter wrote a well-constructed post wrestling with the question “Why Has Social Media Analytics Met With Limited Success In Market Research?”. Having spent 11 years analyzing social data for some of the biggest Fortune 500 clients, I wanted to point out (in the friendliest manner) why some of his assumptions are wrong.
While big data is still in its infancy, early adopters are starting to make progress, particularly in the social media space. Synthesizing enterprise data and bringing it all together remains a challenge that will require significant effort.