From accountability to action : customers are not looking for accountability (e.g. a satisfaction rating), but find it much more important to see where that rating comes from, what contribut to it and how it can grow.
From numbers to stories : there is a shift from retrieving numbers to retrieving stories. The emotion that goes tunisia phone number library through someone who just unpacks his new phone is being sought.
From self to together : all organisations understand that policy or strategy can no longer be shap without involving your customers or entrepreneur in your philosophy. Citizens have too high demands and expectations.
So you have to talk to your customer
In survey research this is difficult, with social mia much easier. It is nice to use the experiences of the target group.
From ‘Everyone’ to ‘relevant’ : more and more companies are not interest in knowing what ‘everyone’ thinks, but want to talk to people who can contribute to the progress of the company. Who do you actually want to talk to in your research? Approaching everyone is a less good strategy.
From asking to listening : companies do not only ask questions, but also listen to what comes forward from the target group. By listening (monitoring, determining sentiments) you learn much better what your target group thinks. People make their opinions heard en masse via social mia. The question is whether social mia have caus this trend, or whether the ne was already there and social mia only meet this ne?
Disadvantages of qualitative research
Two major disadvantages of old-fashion qualitative research, according to Arjan, is that diversity is public relations agencies limit. The number of people you can talk to is never very large. In addition, it is a snapshot: you ask people at a certain moment what they think about something, what search engine optimization mails they have experienc. For some people that is difficult, because at that specific moment you can forget something.
Social mia as a tool for researchers
According to Arjan, social mia can add value to survey research. He distinguishes six points:
