Analysis of market research via a qualitative assessment of social media by Sue Bell.

1. ©2015 Susan Bell Research
Phone +61 2 9451 1234 Mobile: +61 409657317 Web www.sbresearch.com.au
What some market research clients
are saying about market research in
social media: a qualitative
exploration
July 2015

2. ©2015 Susan Bell Research2
“Social Media Research has been around as a distinct and established tool for about ten years,
so it is probably a good time to take stock of what it is offering and what it could be offering. In
order to do that NewMR and GreenBook have created a collaborative project to investigate and
highlight the benefits of Social Media Research.
……..
“The project is based on data collection in May and reporting in June. The companies taking
part have been challenged to research the topic of “Market Research” using any Social Media
Research tools and approaches they wish. The reports will reflect the different approaches
adopted by the different companies. Drawing on the different reports and elements of the
project Lenny Murphy and Ray Poynter will produce an overarching summary in July –
highlighting the benefits, strengths, and opportunities of Social Media Research.”
NEWMR AND GREENBOOK SET A GLOBAL
RESEARCH CHALLENGE
http://www.greenbookblog.org/2015/04/24/what-are-the-
benefits-and-strengths-of-social-media-research/

3. ©2015 Susan Bell Research3
SUSAN BELL RESEARCH JUMPED TO THE
CHALLENGE
1. We were interested in the clients’ perspective. Early exploratory research had shown
that clients represent only a small proportion of all the market research ‘voices’ in
social media. A sample of clients would therefore be too small to quantify, necessitating
a qualitative approach.
2. Qualitative research was also ideal because we wanted to understand not just what
clients said about market research but how they said it. To achieve this we needed to
study a small sample of people in depth, where that sample was precisely defined.
We wanted to hear what clients were saying about research in social media – and we
saw this an opportunity to explore how to use qualitative research techniques in social
media.

4. ©2015 Susan Bell Research4
OUR RESEARCH OBJECTIVES
Specifically:
• To find opinions and comments expressed directly by clients in or shared via social media
about market(ing) research.
• To explore what clients commented about and how they expressed themselves.
Specifically:
• To identify the strengths of a qualitative research approach to understanding social media.
• To explore the limitations of qualitative research when used on social media data.
1. Our primary research objective was to understand the views expressed in social
media about market research or marketing research by research clients, in their own
voice.
2. Our secondary objective was to explore how to best use qualitative research
methods to understand opinions expressed in social media.

5. ©2015 Susan Bell Research5
HOW WE WENT ABOUT IT

6. ©2015 Susan Bell Research6
OUR RESEARCH APPROACH
We are using the term ‘client’ to mean anyone who
buys, commissions or subscribes to market or
marketing research. It includes people who conduct
their own research through, for example, Survey
Monkey or other data collection technology but
excludes people who sell research or research
services.
Our interest was clients ‘in their own voice’.
What we meant by ‘market(ing) research’
How we defined ‘clients’
How we defined ‘social media’
How we selected content
We are using the term ‘market research’ and ‘marketing
research’ interchangeably, and used both terms when
searching. ‘Market’ research also incorporates ‘social’
research when conducted by market research
agencies.
Our selection process had two stages:
1. Broadcast content
For both privacy and practical reasons we were
interested only in broadcast content, such as content
found on webpages and blogs. We were not interested
in content that was part of a conversation as for
example Twitter chat or in a LinkedIn forum.
2. Shared through social media
The content had to have a presence in social media,
in that it was original content posted on social media
or linked content shared on social media
Websites and applications that enable users to create
and share content or to participate in social networking.
Oxford Dictionary

7. ©2015 Susan Bell Research7
• We selected content that was about market(ing)
research.
• If a tweet or post included a link to relevant content,
we included the material that had been linked, which
itself may not have been on a social media site.
Where we collected data from
What data we collected
Who we collected data from
When we collected data
• We first of all searched broadcast social media
platforms such as Twitter, BlogSpot, and the
company pages of LinkedIn for mentions of ‘market
research’ or ‘marketing research’, in English.
• We also searched market research sites such as
GreenBook which host blogs on market research,
where the opportunity for comments had been
enabled, making it ‘social’.
• We excluded research suppliers’ accounts of their
clients’ opinions and experiences as we wanted to
hear the clients’ voice directly.
• We collected data in May 2015.
• All content had been created between January 2014
and May 2015.
• We collected existing content from N=10 ‘clients’ as
defined earlier.
• We allowed no more than one comment/post per
person. Where we found more than one, we chose
the most recent.
• We included published interviews between clients
and journalists if they met all our other criteria.
• We have not identified the people whose comments
we used.
Collection, analysis and reporting meet AMSRS, Esomar and ISO20252
guidelines
OUR DATA COLLECTION APPROACH

8. ©2015 Susan Bell Research8
OUR SAMPLE: N=10 PIECES OF CONTENT
Only 10 pieces of content met the criteria for the study. They came from:

9. ©2015 Susan Bell Research9
HOW WE ANALYSED AND REPORTED
How we analysed the data
• The data were analysed manually, by reading the content repeatedly. Analysis was ‘from the
ground up’, i.e. there were no a priori codes or themes. The analysis process was iterative.
• Each piece was coded in terms of ‘what was said’, to identify the specific topics raised. These
were then categorised into larger ‘themes’. Each piece of content was then analysed in terms of
how it was expressed, specifically the kind of language used.
How we interpreted the data
• Qualitative interpretation is necessarily subjective. It is based on the observation of patterns in the
data. Given the small sample, we have focussed only on themes observed in three or more
pieces of content. We have omitted referring to themes which may have been idiosyncratic.
How we reported the results
• We have de-identified quotes to minimise potential harm to individuals. There was no
satisfactory way to mask the quotes, so we have included some short quotes verbatim. We feel
this is an acceptable risk to take, as all quotes have already been broadcast, are non-
controversial, and are not of a personal or sensitive nature.

10. ©2015 Susan Bell Research10
SUMMARY OF THE KEY THEMES
As this is exploratory research, the sample size is small. The findings are therefore indicative
only and should be used in conjunction with other data and validated through other means.

11. ©2015 Susan Bell Research11
EXECUTIVE SUMMARY
1. Clients framed research as a tool to help organisations make decisions.
2. Clients were critical of the way that some research suppliers currently interact with them.
3. The relationship between client and supplier seems complex.
4. Better relationships will emerge if some suppliers become more professional, collaborative and
up-to-date.
5. Client organisations will make better decisions if suppliers knew how to connect research data
across the client’s organisation.
6. Client organisations will make better decisions if suppliers challenge them more.
The nature of the clients’ contribution to the debate in social media about market research can be
summarised as:
7. Agencies and media that support small business and not for profits gave a ‘can do’ message.

12. ©2015 Susan Bell Research12
WE FOUND CONTENT FROM TWO TYPES OF
CLIENT
1
Corporate clients
This comprised a varied group
including insights managers, R&D
experts, marketers, advertising
agencies and usability experts, from
national or global organisations.
N=7
2
Agencies and media that support
small business and not for profits.
These were small local
organisations or digital magazines or
communities
N=3
There are several different client voices in social media. We segmented them into two for
convenience:

13. ©2015 Susan Bell Research13
THE SIMILARITIES BETWEEN THESE TWO
TYPES OF CLIENT
Research is about gathering intelligence to
make informed decisions
To inform stakeholders to make better
decisions.
While corporate clients and small business/not-for-profit agencies generally had different
things to say about market research, there was one point of agreement: that research exists
to help clients make decisions to help them meet their organisational objectives.
Corporate client Agency supporting small business/not
for profits
Clients framed research as a tool to help organisations make decisions.

14. ©2015 Susan Bell Research14
CORPORATE CLIENTS EXPRESSED SOME
DISSATISFACTION
MR has to continuously evolve…to stay
relevant
I am not satisfied with my experience
All the corporate clients described their relationship with research suppliers as in some way
imperfect. Some were dissatisfied with their experience. Others were satisfied but looking for
more:
Corporate client
Corporate clients were critical of the way that some research suppliers currently
interact with them.
Corporate client

15. ©2015 Susan Bell Research15
Clients are in charge
In our analysis, we paid close attention
not just to what was said, but also to
how it was said. Corporate clients used
language to make it clear that they were
in a position of power in this relationship.
They expressed their message to
researchers as an imperative:
• “Be honest”
• “Play nice”.
In other words these are instructions,
which brook no discussion.
Yet they also seemed defensive
Interestingly, these instructions were
sometimes couched in more defensive,
apologetic language, suggesting that
power in the relationship is not clear cut:
• One client apologised to research
suppliers for the way the opinion was
expressed and worried that it may sound
“trite”.
• One apologised for seeming to talk in
“clichés”, while at the same time making
the point that it mattered.
• One asked not to have their views
“dismissed” by research suppliers.
CLIENT-SUPPLIER RELATIONSHIPS HAVE AN
INTERESTING DYNAMIC
The relationship between client and supplier seems complex.

16. ©2015 Susan Bell Research16
Personal relationships are key
Corporate clients made the point that the
market research process hinges on strong
relationships between the people on the
supplier side and the people on the client
side:
“Clients prefer to work with people they
trust.”
Corporate clients told research suppliers to
relate better to clients. They asked
research suppliers to be professional,
likable, polite and “mentally available”.
According to these clients, some suppliers
have been unprofessional,
“condescending” know-it-alls who were
“rude”.
CORPORATE CLIENTS WANTED BETTER
RELATIONSHIPS
Better relationships will come if some suppliers become more professional,
collaborative and up-to-date.
Clients looking for help
Corporate clients talked about the
constraints they worked under - such as
financial constraints and the ‘data
mountain’ challenges they faced. They
asked research suppliers to help them.
They were looking for
• Research suppliers who could blend
traditional research with new
technology
• Research suppliers who will “work with
me”
• Researchers who “keep up” with
evolving techniques and emerging
ideas, or who innovate.

17. ©2015 Susan Bell Research17
GETTING RESEARCH INFORMATION INTO
THE HEART OF THE ORGANISATION
‘Marry’ information across the
organisation
Corporate clients explained that it is the
organisation that uses research insights
not the individual client contact.
Therefore these clients advised suppliers
to be aware of and manage the
information needs of all stakeholders, all
of whom have “a different perspective”.
This means understanding the issues and
trends in departments across the
organisation.
That way the researcher can “marry”
different types of information to create
insight.
Take information to the ‘heart’ of the
organisation
Organisations were said to be “complex”
and difficult for research suppliers to
navigate by themselves.
According to the corporate clients the
“pivot” in the organisation, is the consumer
insights specialist who has access to,
connects with and understands decision-
makers across the organisation.
Consumer insights specialists can deliver
insights “into the heart” of the
organisation.
Client organisations will make better decisions if suppliers knew how to connect
research data across the client’s organisation.

18. ©2015 Susan Bell Research18
Challenge me
According to some corporate clients,
research clients can become too
“comfortable” or “narrow” in their thinking,
so they asked to be “challenged” or
“provoked” by their research suppliers.
Researchers who were timid or “insipid” in
their approach were doing their clients no
favours.
Challenge my thinking
Small business agencies, media etc.
promoted market research also talked
about using research to challenge
thinking, to overcome the assumptions
and biases of the business decision-
maker.
It helps keep these users “on the right
track” because “you are not your
customer”.
RESEARCH SHOULD CHALLENGE
Client organisations will make better decisions if suppliers challenge them more.

19. ©2015 Susan Bell Research19
THE MESSAGE FOR NOT FOR PROFITS AND
SMALL BUSINESS WAS ‘CAN DO’
Agencies and media that support small business and not for profits gave a ‘can do’
message
The focus of the agencies/media which support small businesses and not-for profits was on
how these organisations should do their own market research.
They talked in an encouraging tone: implying that market research was easy to do. Whatever
“pitfalls” there were, they were described as easy to overcome.
The view seemed to be that market research findings were easy to implement.

20. ©2015 Susan Bell Research20
WHAT WE LEARNED
Corporate clients
• Corporate clients positioned research as
a decision-making tool which needed to
be integrated with other information held
by the organisation.
• It needed to be understood and accepted
by stakeholders throughout the
organisation.
• Lack of professionalism by research
suppliers and poor relationship building
have been barriers to having research
data accepted.
• Within the context of a strong
relationship, clients wanted research
suppliers to challenge their thinking.
Agencies and media that support small
business and not for profits.
• Agencies and media supporting small
businesses and not for profits seem
occasionally to promote the use of DIY
market research (though of course
they may use research technology to
achieve that).
• They argue that research should be
done and can be done.
This project has demonstrated that qualitative social media analysis can reveal insights from
social media blogs and posts which are unlikely to emerge from quantitative analysis especially
when the research is among a niche segment of the market.
While interesting in its own right, it is probably most useful as a comparison to data collected from
research suppliers, and/or as a preparatory stage in a larger study which incorporated more
traditional primary data collection.

21. ©2015 Susan Bell Research21
ISSUES AND LIMITATIONS 1
We faced several challenges conducting this research:
Defining our terms
The field currently lacks clear definitions. We used sources that had been linked to in social media –
others researchers may make different decisions about what to include. We ignored conversational
social media as private, but may have missed insights by doing so. There is no way of knowing,
without other information to check against, whether the researcher has missed key information
sources.
Developing a search strategy
We needed to develop a search strategy ‘on the fly’. We read the material as we discovered it, in
order to select material which fit our criteria. This has to be both a scrupulous process and an
educated one. That is, on the one hand the temptation was to use the information we had read
about to modify the search, but this could have biased the research outcome. On the other hand,
we had to do that to some degree, as it was pointless pursuing dead ends.
How to interpret the findings
The key issue here becomes how to interpret the findings from ten quite disparate sources. Even
though seven were ‘corporate clients’, each blog/interview which contained their comments had
actually been created for other purposes. That meant that each of these potential sources was
unique in its own way. In some ways, analysing blog data is similar to analysing in-depth interviews
from several different projects.

22. ©2015 Susan Bell Research22
ISSUES AND LIMITATIONS 2
How to present the findings
The anonymity required of social media research means that the researcher cannot simply
describe what he/she found, supporting the story with extensive verbatim comments as is common
practice for other forms of qualitative research, since verbatims can be linked back to individuals
who did not ever agree to take part in the research. Therefore, a qualitative social media report
has to be interpretive, without access to the usual supporting evidence. It needs to be convincing
in other ways, and in our view that comes from finding a coherent story in the data that ‘makes
sense’.
The price of finding that coherent story is the loss of understanding of individuals as people, in this
case at least. Finding common patterns and themes among a heterogeneous sample potentially
also reduces the richness of the findings that can emerge.

23. ©2015 Susan Bell Research23
ABOUT SUSAN BELL RESEARCH
• Susan Bell Research is an established boutique research agency. We conduct qualitative and
quantitative market and social research.
• We love to explore new ways to use qualitative research: including sensory qualitative, semiotics,
discourse analysis, text analysis, and social media analysis.
• We are based in Sydney.
• The lead researcher, Susan Bell, is a Fellow of the Australian Market and Social Research
Society (AMSRS). Other researchers who work with us have attained the Qualifying Practicing
Market Researcher (QPMR) accreditation. Sue is an Esomar and QRCA member.
• Members of the AMSRS are bound by a Code of Professional Conduct. Compliance with this
Code includes guaranteeing the confidentiality of all information provided to us by our clients and
the information we have gained on their behalf.
• Susan Bell Research is also a member of the Australian Market and Social Research
Organisations (AMSRO).
• We are committed to quality and have achieved ISO20252 certification.

24. ©2015 Susan Bell Research
Phone +61 2 9451 1234 Mobile: +61 409657317 Web www.sbresearch.com.au
Thank you
Please contact Susan Bell on suebell@sbresearch.com.au if you
have any questions about this research