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Chrissy Harris, Ph.D.

Research Manager

A fascination for studying human behavior and interaction has been the core driver for Chrissy’s career. Upon completing her Ph.D. in communication and technology, she has worked for the past four years as a consultant and market researcher, specializing in strategy and insights using primary research methods. Chrissy conducts both quantitative and qualitative research to generate insights that clients can use to fuel their brand strategy, go-to-market strategy, and long-term strategic planning.

Chrissy Harris, Ph.D.’s Session:

How to Use Social Media for Market Research

Social media market research is the process of gathering quantitative and/or qualitative data from social media platforms to understand social, consumer, or market trends. In this session, social media and research experts will walk you through a case study to demonstrate how a brand used social media market research to inform its go-to-market strategy and ultimately, launch its brand.

Key discussion points and criteria for developing social media market research will include:

  • Determining the project objectives and outcomes, and the type of market research you want to conduct (e.g., on your brand, products, online consumer behavior, consumer insights, customer service, or competitor insights).
  • The type of data – qualitative or quantitative (or both) – that will be most beneficial for your project and how to determine which methodology to use
  • The variety of methods available to use to capture data, such as distributing surveys, tracking brand mentions, social listening, etc.
  • Audience targeting and identifying the social media channels from which you want to mine data
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