Best PracticesMarket Research

Principles of Remarkable Research: Part 6 of 20

Remarkable Research Includes Listening, Not Just Asking

Remarkable research is closer to our fingertips than ever before.  And it often involves listening, not asking.

One of the most efficient options is through social media research. By monitoring social media conversations using tools such as those from BuzzMetrics, Crimson Hexagon, NetBase, Radian6 and Trackur, researchers can discover customer attitudes without having to ask. This dovetails with the current hot topic of behavioral economics, which among other things, points out that research participants cannot always report their attitudes and behaviors accurately. For some topics, listening and observation is the key to gathering accurate data.

Ethnography is another option for projects where observing will yield better insights than asking. But be careful: ethnography is a nuanced discipline.  Videotaping a bunch if interviews is not ethnography.

[If you’re interested in learning more about social media market research, click here to read about our online class.]

[This is the sixth article in a series of 20 mini-posts titled, “Principles of Remarkable Research.” Don’t want to miss this series? Subscribe to our blog via email or RSS.]


Kathryn Korostoff

Kathryn Korostoff is founder and lead instructor at Research Rockstar. Over the past 25 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in magazines. She is also a professor at Boston University, where she teaches grad students how to analyze and report quantitative data.

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