How Social Media Analytics can be your primary research data

One of our campaigns that we ran for a startup involved engaging both ‘partners’ and consumers. In our monthly analysis of the campaign, which we had presented the demographic data. Before explaining what happened, it is important to understand the background.

Initially, during our pre-campaign discussions our client had indicated that he expected college going girls to be a major source of interest. This was not a hunch, but a clear conclusion based on a secondary research by an investment analyst. The indication was that with rapid increase of scooters as against to geared mobikes, the millenials or the teenage girls would be one of the major users of the services that would be launched by the startup.

We had decided to do a open dipstick for the first month. We were expecting the young girls to be interested, while keeping an eye on the analytics that would throw surprises at the end of the month. We crunched the data – and realized that there was some serious surprise in store.

Cut to the monthly analysis meeting, we showed the results to our client. To the client’s surprise, the demographic was overwhelmingly towards working male population ( around two-thirds) that is between 25 to 34 years. This was backed up by the interaction and questions that had come to us during the month long campaign.

Social Media analytics can be your primary research data. It pays to listen.

The key observations are as follows:

a) Your secondary research could differ from primary research: The secondary research was based on sound logic. Most of the business analysts would back the analysis based on strong survey outcomes, connecting data to show that the female – teenager population is a significant ( upto 35%) portion of the expected target group. However, the primary data through social media engagement threw a contrasting analytical outcome, and hence, a big question about why the primary research and secondary research don’t overlay is something to ponder.

b) Listen to the social media analytics: It is important to consider your social media analytics as a referendum of your brand, product or solution. You have to accept the response, less the skew, and consider it as a valuable business input. In the above case, with a sample size of more than 50000 respondents, and more than 100 interactions, it is hard to ignore the overwhelming response of a particular section of the demography.

Now, the client and our analyst team decided to run two campaigns to validate the two different target groups and their responses, and then improved upon both the product quality and engagement of the target group.

At Bueno Digital, we help customers realize the importance of social media engagements as part of product surveys and market research. Leveraging Social Media data to enable businesses understand customers and market is one of our products.

For more details, write to us at

-Ashok Subramanian

This article was published in Linkedin.

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