What is Conversation Research?
Conversation Research is, simply, researching online conversations – those found in social media, or any other online mechanism that enables user-to-user discussion – with the purpose of discovering insight. While different from focus groups, surveys and other traditional methods of market research, Conversation Research provides real-time and historical data compiled from millions of conversations conducted daily online.
What tools and methods do you use?
CRI begins with a tool and platform agnostic approach to conversation research. We leverage a number of popular social analytics and listening platforms, as well as custom analysis and research methodologies to not just mine available data, but synthesize, process and analyze that data in context with the client need.
Why can’t I just do this using the software I already have?
Theoretically, you can. CRI provides experienced analysts and strategists whose specialty is producing consumer insights from online conversations. If your organization has the software, as well as researchers with the talent, experience and time to perform advanced research techniques using online conversation data, by all means, go for it. We’re here to help if needed.
For those that may not have each of those, we’re here to serve.
What makes CRI a credible resource for this?
CRI’s team of analysts and strategists have over 40 years of combined experience in the digital space, leading and touching social media strategies, campaigns and conversation analysis for some of the world’s top brands, including Humana, GM, Jim Beam, Rawlings, SAP, AT&T, Maker’s Mark, GE and more. It’s co-founder, Jason Falls, published the first-ever syndicated research report based solely on analysis of online conversations in 2012. His understanding and immersion in the social analytics tool space dates back over a decade to the nascent days of social technologies. His product feedback and consulting helped build a number of social technologies considered must-have products in today’s digital marketing space. CRI is also actively involved in unifying the academic study of conversation analysis and ethnomethodology and online conversation research to further the field and use and innovation of technology around conversation analysis.