Introduction to Social Listening for Market Research
Learn the basics of social listening
With clear principles, relevant examples and useful tips, this course will teach you:
The basics of social media listening
What is social listening? What is it used for? Why does it matter? What are the main methods and tools for social listening?
Social listening for market research
How representative are social media audiences? What are the pros and cons of social listening? How do you use it for market research?
Tips, tricks and practical use cases
How to use social listening for brand research, competitor intelligence, trends, audience insights and more. Useful guidelines and advice for researchers.
This course is for anyone new to social listening who wants to know how it can be used for market research applications
COURSE INSTRUCTORS
Alex Orap
Founder, YouScan
Alex is a tech entrepreneur and Social Listening pioneer. A Computer Science and Executive MBA graduate, he is one of SILab’s Insider 50 for 2022, the list of most influential professionals in social intelligence.
He is the founder of YouScan, the award-winning AI-powered social media listening platform that is used by customers Nestlé, L’Oréal, Google, Coca-Cola, Samsung, McDonald’s, Mediacom, Kantar, Ipsos and many others.
Anna Yanko
Market Research Analyst, YouScan
Anna is a Market Research Analyst at YouScan, where she brings social media intelligence to consumer insights projects including brand planning and tracking, customer experience management, trend forecasting and many more.
A graduate of Taras Shevchenko National University of Kyiv, Anna has a Master’s degree in Sociology and expertise in market research, content analysis and digital design.
Who this course is for
Insights & Research Teams
Get your new joiners up to speed rapidly with the fundamental principles and tools of market research
Marketing & Brand Teams
Learn the basic principles of consumer insights for strategy, communications and innovation
Research Tech Companies
Give your Product, Marketing, Sales or Customer Success teams a foundation of research understanding
Agencies & Consultancies
Create a foundation for your entry level people to understand the context, methods and language of research
Enrol
On-Demand Access
FREE /enrolment
12 Months’ Access to All On-Demand Content
Individual Enrolment
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Frequently Asked Questions
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Course Reviews
It’s good to know how social listening can be used for market research
This course helps us understand how to use social listening for market research. It provides a step-by-step guide on leveraging information from social listening tools to gain deeper insights. Additionally, it highlights the differences between market research with social listening and other market research methodologies.
Setting Up for Success with Social Media Listening
This is a great introduction to a burgeoning analytic field called “social media listening” which is often used interchangeably with “social listening.”
The team at YouScan walks through the basics of the approach, including its purposes and some nifty tools, as well as real-life case studies. They outline the kinds of questions you might ask and how you might collect and analyze the information to get there. They also illustrate how you might use this approach in combination with other traditional marketing research methods.
One of the most helpful pieces were introductions to the different kinds of platforms that exist for analyzing social media data. Although they walk through their examples using their high-powered tools at YouScan, they also introduce others that might fit better applications.
I wish I could have seen them work with some other tools to get a better sense of the differences in interface, usability, etc. But as a free, open course, it’s well worth your time to dive into this exciting new world.
Great introduction to SML
Great explanations, rich in examples of use cases, and can cover a broad view of the discipline.
Great introduction to the basics of social listening
The course offers short videos and clear explanations that help you understand various applications of social listening tools in market research, brand health monitoring, and competitor and industry analysis. The examples shown are collected using the YouScan tool.
Very useful and easy to understand
The course was very helpful for me to understand the basics of Social Media Listening and I loved that the concepts and metrics of SML were exemplified with case studies.