Workshop User research with social media

Workshop User research with social media

It is premature for organisations to treat social media as nothing more than opportunities for customer service enquiries help requests and brand advocacy. Social media platforms are a rich source of data about users which often gets ignored in favour of other more controlled research activities like interviews and user testing. New monitoring software tools make it relatively easy to track a range of keywords and capture a wealth of tweets posts and mentions on topics of interest. While the data can be messy and overwhelming it is nothing less than research gold - users speaking in their own language. Indeed the data is so easy to capture that temptations to use sentiment analysis features are hard to resist. However sentiment analysis aims to produce high-level insights at the expense of the nuanced info that reside in the data. So how can user researchers work with social media In this 120 minute workshop design research instructor Dave Ellender will show you how....