Research
R. Scott Evans FREELANCE

Promises and pitfalls of social media

December 2009

When Harris Interactive began developing a solution for harvesting and integrating the growing amount of unstructured data available to researchers, we looked at traditional sources such as open-ended survey questions and interview transcripts, but we were especially intrigued by the promise of a new source of market insights: mining the abundance of unsolicited user-generated content on the web.