It is impossible to imagine daily life without social media for consumers and business decision makers. We share our experiences with our online friends and our images of brands and organisations is partially shaped (consciously or subconsciously) by the experiences of others. The posts are pure and spontaneous. Sometimes people don’t mince words at all. For researchers, social media are a source of information. For Blauw’s researchers they also make for a great opportunity to identify Superpromoters and Antipromoters, and to learn how they engage in conversation together.
Blauw works closely with Tracebuzz for social media research. A software developer who has built the search engine and who specialises in designing smart filter systems in order to efficiently cluster the sometimes enormous flow of messages. Blauw is not (yet) convinced of the quality of the automated sentiment analysis. This is performed manually: either positive or negative sentiments are linked to messages and, additionally, messages are also tagged by subject. The enriched messages then appear in a dashboard that is accessible to both client and Blauw. Blauw also performs interpretation and analysis from this dashboard. From this dashboard Blauw combines knowledge and expertise of social media with proper qualitative and quantitative research methods. Blauw reports the insights that emerge from this research using visually appealing PowerPoint presentations.
Currently, Blauw distinguishes a number of applications that can be applied either independently or in combination with standard programmes: