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Market researcher taps social media for survey results

Publishing, Media & Entertainment

The failings of survey panels are nothing if not well-known to market-researchers and clients alike, but still they remain widely used—albeit expensive and slow—tools for collecting data. Aiming to provide higher-quality results at a lower price, Chicago-based Lab42 conducts its clients’ surveys not in artificially assembled panels but in the social networks where target respondents naturally spend their time. Clients begin by telling Lab42 about their products and their target consumers. Lab42 then helps to craft a survey, with the option of focusing it based on gender, age, location, lifestyle and interests. Next, Lab42 takes the resulting survey to Facebook, Twitter, LinkedIn and smaller niche social networks, using highly targeted incentives to garner attention and responses while consumers go about their day-to-day activities. Two packages are available from Lab42: a premium one for USD 500, with results in three days or less; and a preliminary one for USD 300, with results in 5 days or less. Custom arrangements are also possible. It’s always refreshing to see services that have traditionally been performed slowly and expensively rethought and remade to reflect new technologies and new societal shifts. One to try out when researching your next big thing…? (Related: Advice from the crowds, with a market-research twistOpen polls gauge popular opinion in minutesBrainstorming service uses Twitter to crowdsource ideas overnight.) Spotted by: Sara Robinson



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