This article is an adaptation of the winning paper for the ESOMAR Best Methodological Paper Award 2015, entitled "The `shape' of brand conversations" which was presented at the 2015 ESOMAR congress in Dublin. All permissions requests should be directed to ESOMAR.
Introduction
It is an old story now within our industry but the fact remains that we really are inundated by new data sources from mobile to social media, and the reality is that our methodologies and offers need to take cognizance of and integrate these data sources into our offers. "Digital" sources such as social media give us an...