Great depth and pulse on consumer conversation
August 07, 2015
Great depth and pulse on consumer conversation
Score 9 out of 10
Vetted Review
Verified User
Software Version
July 2015
Modules Used
- Social Web Topics, Sentiment Drivers, Crosstab, Timeline Comparison, All-in-One Analysis
Overall Satisfaction with NetBase
Currently it is just our department that uses the platform. We serve internal and external clients by translating objectives into research approaches involving analysis and observation of consumer conversation. We're happy that the platform also supports social page exploration and measurement - while we haven't used it for that purpose yet, we think there might be some interest (e.g., within our marketing team).
- Speed - it's really helpful to be able to set up topics quickly and have consumer conversation available at our fingertips shortly thereafter.
- Complexity - having the ability to explore topics across different themes (e.g., phases of a purchase cycle, in the context of different products) has allowed us to get further use out of the tool beyond simple word counts.
- Time Specificity - it's been great to be able to hone in on one moment in particular for campaigns or events, as well as to be able to explore the nature of conversation over a larger time period.
- Thoroughness - the All-In-One analysis tool lets us filter through conversation topics, timelines, sentiment, and sources to really examine where conversation is coming from. It also helps us be more accurate by removing outliers and irrelevant associations.
- It would be great to have more efficient ways to disambiguate topics - sometimes we don't know in advance how long it might take.
- Conversation tends to focus mainly on Twitter - it would be great to break further into Facebook's network of data.
- Information about individual responses (and aggregated as a whole) is only as good as the information shared by the source - and it would be great to have more accurate and plentiful data regarding location (followed by gender and age). Admittedly, some of this information isn't even shared across these sources!
2 - Similar to me - research manager and analyst. We take objectives from clients and translate them into research approaches. We also combine our various data methodologies to get the most well-rounded view of the consumer perspective. For example, asking prompts to a community panel and pulling data points from surveys to weave together the insights and get the bigger picture and story.
- It's helped build out our data offering further - 20% of our projects include some form of social listening, and we also combine the data to help support our internal research.