Amid Social Media Fury, Don’t Forget Old Faithful Research Tools

Data abounds in today’s digital world of information abundance, but when—and how—do you determine how broadly representative the feedback is?

How do you work your way through the abundant, but raw, unstructured commentary from multiple Social Media channels to produce a fair, comprehensive composite picture of the view from the outside looking in? 

A view that you can then integrate, tabulate or correlate w/specific brand, product, service quality ratings, rankings, and other preference or choice data from those same customers (or prospects, users, site visitors, etc.).

How, indeed, unless you have a solid program of primary research work on your agenda!