In the US, boutique social media marketing research firm Conversition Strategies has teamed up with sample specialist Peanut Labs to launch a tool which enables researchers to scientifically measure opinions registered in social media.
Conversition Strategies, which was founded last year by former Ipsos and NPD executives Jean Davis and Tessie Ting, focuses on social media analyses from its bases in the US and Canada.
The firms' SocialVoice product has been designed by researchers to provide the variables needed to transform unstructured social media conversations into data that 'mirrors' traditional survey research data. By incorporating techniques such as sampling, weighting, sentiment analysis and content analysis, SocialVoice enables researchers to merge survey research with social media research.
'The fact that researchers can easily combine the benefits of traditional survey research with those of social media research is of utmost importance to us, and we're happy that SocialVoice can be that uniting product,' says Davis.
Web sites: www.conversition.com and www.peanutlabs.com .