Social networks and Web 2.0 instruments have a lasting effect on the media behaviour of people. User-generated content, participative and collaborative platforms are a natural part of daily life today. For companies and institutions these represent an important source for market and opinion-relevant information. For this reason the research using social media is increasingly emerging as a significant research instrument of market research. 

„Social Media Research" can be defined as the systematic collection and analysis of information using so-called "Web 2.0" instruments, such as e.g. social networks, blogs or wikis. User-generated or collaboratively acquired information is analysed to gain knowledge for the research subject.

As with classic research methods this is an objective process based on the scientific foundation of empirical research.

Social Media Research allows both qualitative [»] and quantitative [»] research. Depending on the approach the instrument resembles observation in methodical terms or represents a mixture of observation and survey.

We will be happy to discuss with you personally whether this research instrument will be considered for your questions.