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Social Media Research: Creating a Human-Centric Lens

February 23, 2009

In MarketingProfs Blog – February 23, 2009

Social media is changing many aspects of business from how we talk to our customers to how we listen to the people who make our livelihoods possible. Over that past several years, social media marketing has been elevated to a degree of credibility within public relations, marketing communications and customer service. The information from the raw voices of our customers (consumer generated media) that occurs without a traditional statistical overlay has been slower to be embraced by the marketing research industry.

However, it seems as though social media research is beginning to find its place at the research table. The Advertising Research Foundation is taking an active role in determining how the third listening post (quantitative, qualitative, social media listening) can best be integrated and support the enterprise's decision making process. Joel Rubinson, Chief Research Officer at ARF, graciously shared his insights and thoughts about the new direction of the marketing research industry.

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