The approach has been designed to offer deeper insight into how people feel about products and services, including which areas are most in need of improvement. According to the announcement, this “allows companies to get strategic direction from survey data, alongside more detailed and personal insights from social media”.

“The nature of customer feedback in social media is dramatically changing,” said Stefan Schmelcher, global practice lead, Customer Strategies at TNS.

“Many companies, however, are struggling to leverage this valuable information. With our new approach, we help companies to effectively analyse social media data to improve their Customer ROI.”