Harris Uses Social Media to 'Validate' Qual Research

Harris Interactive has integrated its permission-based access to Facebook users into its qual research methods to launch a product called QualLife, designed to validate clients' marketing or product development efforts.

The new solution taps into the more than 30 million 'permissioned posts' generated by consumers through Harris' Research Lifestreaming panel. This panel connects traditional profiles of participants with their social media activities from the likes of Twitter, Facebook and LinkedIn.

Harris says the new approach validates qual findings by relating them to the US population or whatever consumer segment companies are trying to reach.

'This validation approach will confirm whether marketing or product development efforts are in line with consumer needs or whether companies are on the wrong path,' states Alex Moskvin, SVP of Qualitative Solutions. 'The fact that we can use a representative approach to social media to validate qual research will help companies be more confident in their decision making, and truly integrate social intelligence and the unfiltered voice of the consumer into their qual research.'

Web site: www.harrisinteractive.com .