Speaker: Melissa Davies, Global Social Intelligence, Mondelēz International
Ed Keller, Executive Director of MRII
Duration: 1 hour
This webinar is brought to you by a unique collaboration between ESOMAR, the world's leading international research association; the University of Georgia's Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a non-profit educational institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada's market research association.
All registrants will receive a link to the online recorded video, so you can view the webinar later if more convenient.
No matter how you slice the data, social media is huge: 59% of the world’s population – or 4.76 billion people – use social media, and the average internet user spends 2.5 hours per day on social media platforms. Conversations taking place on social media cover almost every imaginable topic, and people often share their authentic, unvarnished opinions. Social listening is a way to tap into these conversations for insight on what’s important to your consumers – including brand likes/dislikes, competitive differentiators, and cultural signals that can help your brand or company stay relevant to your consumers.
You will learn:
How to get started with social listening
What you can – and can’t – expect to learn through social listening
The importance of research design and data setup
How social listening can be used with other research for a holistic consumer view
About the Speakers
Melissa Davies has been a leader and innovator in Social Intelligence for more than 15 years. She leads Global Social Intelligence at Mondelēz International, with previous experience in social intelligence roles at Johnson & Johnson Consumer and Nielsen BuzzMetrics. Melissa was recognized by The Social Intelligence Lab as one of the Top 50 most influential people in social analytics for 2022 and 2023.
Ed Keller will moderate the session. Ed is the Executive Director of MRII (Market Research Institute International).