NEWS3 June 2011

Harris uses social media tracking to hone qual research

North America Technology

US— Harris Interactive has launched a service that aims to help clients find the most suitable respondents for qual research by tapping into its LifeStreaming panel, which tracks members’ social media activities.

The new QualLife service is designed for new product development, brand positioning and consumer messaging work. Using a “values-based” approach, data from the LifeStreaming panel can paint a picture of the best audiences to target in qualitative studies.

Members of the LifeStreaming service are also members of the firm’s online panel, so social media postings can be studied in combination with profiling surveys to determine which target groups should be involved. Once the service has identified which respondents are most suited to the client’s research need, the Harris qual team will recruit people for interviews or groups.

Alex Moskvin, SVP of qualitative solutions said: “The fact that we can use a representative approach to social media and gather ‘word of network’ to validate qualitative research is a research breakthrough that will help companies be more confident in their decision-making and truly integrating social intelligence and the unfiltered voice of the consumer into their qualitative research.”