Social Media in Market Research

Discover how to deliver actionable insights from consumer conversations at scale

This course enables you to develop an awareness of how to deliver actionable consumer insights from conversations at scale as posted online, on social media and  through communities. This is very much a 101 course to get you started on your journey or enabling you to go further in leveraging and analysing these sources. The course includes practical tips including approaches and frameworks, alongside case studies from diverse industries and brands.

Learning Outcomes/Learning Objectives

• Getting started with social media listening and at scale conversation analysis
• Analysing conversations through quantitative and qualitative approaches
• Using online communities for market research
• Understanding best practice through case studies

Who will benefit?

Researchers who wish to learn how to leverage social media conversation as a source of insight and want to understand the different techniques and tools they can utilize.

Course Delivery Mode

This course includes knowledge sharing, practical learning through exercises and case study examples.

Trainer Biography

Gaelle Bertrand has been a practitioner and an advocate of social media in research since 2010, continuously promoting its use and sharing best practice.

Gaelle started delivering insights using social data and online communities while working for Intrepid in 2009.

Gaelle led Kantar Media’s social media insight team from 2012 to 2020, developing its social intelligence proposition from the ground-up, creating a consumer-centric research capability based on social data, emulating many traditional research techniques.

During this time, Gaelle worked with a multitude of clients including Barclays (Project Shortlisted for the AMEC Awards 2014) and Orange on projects presented at the MR Summit (2014) and Esomar Fusion (2018), demonstrating the value of social intelligence within these organisations and driving mindset shifts.

Since moving client side in 2020, Gaelle has continued to advocate the use of the social data and communities as a source of insights and demonstrate the value of these techniques as part of the research toolkit.

Gaelle has also contributed to thinking on the topic of social media in research with a paper entitled “Social Media Research: developing a trust metric in the social age” published in the IJMR (2013) and was part of the cohort which developed the thinking around the IPA’s Measuring Not Counting initiative (2015).

Gaelle was named among the Social Intelligence Insider’s Top 50 in 2022.

Gaelle is a frequent speaker at events and conferences including for NewMR, the Social Intelligence Lab, MRS and IIEX.