KL Communications Partners with NetBase to Integrate Social Media Insights into Traditional Research
Submitted by: KL Communications, Inc.
2011-04-08 00:09:13
(OPENPRESS) April 8, 2011 -- A wise man once said that the only thing constant is change. These words ring especially true when considering 21st century marketing research trends. Gone are the days when data collection simply meant sending out a survey, or conducting an in-person focus group, or even managing a research panel or community. From the moment social media became ubiquitous, researchers have had access to more information than ever in the form of blogs, discussion forums, tweets, Facebook status updates… the list goes on and on. The information is there for the taking, as long as a researcher knows how to analyze it.
In order to embrace these trends, and glean actionable insights from social media outlets as well as traditional research methods, KL Communications, Inc., a Red-Bank, NJ based marketing research firm, has partnered with NetBase Solutions Inc., a leading provider of social media insight discovery tools.
"While we do not view social media as a replacement for traditional market research, we have identified multiple ways to integrate it into our already established research platform, with a specific focus on enhancing our insights communities," explained Kevin Lonnie, President, KL Communications. "We recognize the importance of creating a feedback loop between our insights communities and social media outlets to keep discussion topics interesting, members engaged, and insights relevant."
As a result of this partnership, NetBase has provided KL Communications with the tools needed to use social media as a strategic data source, and therefore make smarter business decisions faster. In turn, KL Communications can leverage these analytical tools to effectively integrate social media analysis into overall processes for understanding consumers and gleaning actionable insights.
"We are now able to use social media in many different ways," explained John Huntsman, Director of Operations. "We've run analyses to identify 'hot' discussion group topics, and we've performed some pre-study 'scouting' to aid in research design. We've also begun to validate findings from our other research initiatives as well as further explore findings from previous initiatives."
KL Communications is a full-service market research firm that focuses on building and managing proprietary insights communities and panels for a wide range of industries. Our newly developed IC2 trademarked community platform has been designed to help our clients focus on the insights that matter. In a world where insights providers are charged with handling more data from more sources, while being more crunched for time than ever before, IC2 will help them filter through the noise to bring the insights that matter into focus. The ultimate goal: to see what lies ahead to make better decisions.
