Marketing Research 2013

How to reallocate research capacities in today’s digital media environment

Procter & Gamble is probably the world’s biggest market and marketing research buyer. Joan Lewis, Global Consumer & Market Knowledge Officer at P&G is the top executive in this field. She expects market surveys to decline dramatically, because social media listening is replacing traditional market research methods.

What social media listening tools are out there?

The former Alterian SM2, is integrating listening methods, marketing analytics, campaign management,social media capabilities and SDL’s functionalities. I have used SM2 for research in German language, where it delivered much mor accurate results than all other products.’s Radian6
Radian6 – which was aquired by in 2011 – is probably still the market leader and is a very handy tool as long as your research is focussing on English language mentions preferably targeting the U.S.

A Silicon Valley-based developer of natural language processing technology used to analyze social media and online digital content in general. It’s Insight Workbench combines analytics, charts and research tools on a subscription basis.

Here is an overview of a number of other helpful tools. The author did obviously not like to promote the market leaders, which is why the above mentioned products are not on the list.


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