Jackie spoke regarding innovations in social listening and emerging trends in market research. Social listening sentiment analysis has moved beyond a scoring of negative or positive to go deeper into the emotional analysis that reveals the drivers and barriers to behaviour. This advancement of methodology combined with technological innovation will change how we conduct Market Research, from looking historically, to real-time analysis using a continual stream of emotional data overlaid on behavioural and social data which could inspire a genuine understanding of our audiences’ needs in real-time.
