Most marketers (89%) say they still rely heavily on manual analysis to determine consumer sentiment and do not yet feel comfortable leaving the task completely to software, according to recent research from Synapsify.
The report was based on data from an online survey of 70 social media community managers and marketing analysts who are regularly tasked with determining consumer opinion based on written content, such as Web comments, social media posts, tweets, product reviews, and emails.
Despite the availability analytics tools to process such data, most of the professionals surveyed report that they still conduct manual research: 33% say they always do so, 30% more often than not, and 26% sometimes.
More than half of respondents (59%) say they still do some manual analysis because they believe the sentiment word clouds used by software programs are incomplete, 21% do so because they do not have enough budget for technology tools, and 11% because they don't trust the accuracy of their current tools.
Below, additional key findings from the report.
Respondents say their biggest challenges in determining consumer sentiment are separating useful signals from noise and having too much data to sort through.
- 38% of respondents say a common mistake made in the analysis of social content is trusting automated sentiment results without verifying.
- 24% say people often do not analyze enough data/do not understand the concept of sample size.
- 23% say marketers sometimes rely too much on analytics programs that are not sophisticated enough to determine correct sentiment and themes.
Tips for Success
- 63% of respondents say researchers must understand the business need driving the study if a sentiment report is to be successful.
- 19% say success lies in accurately assessing the qualitative aspects of the data.
About the research: The report was based on data from an online survey of 70 social media community managers and marketing analysts who are regularly tasked with determining consumer opinion based on written content, such as Web comments, social media posts, tweets, product reviews, and emails. Respondents came from a mix of B2B and B2C-focused companies.
Oh, boy. The dreaded sign up form.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may also like:
- Smoking Brisket and the Customer Experience: Art and Science With Christian Selchau-Hansen on Marketing Smarts [Podcast]
- B2B Conversational Marketing: What Customers Want
- How the B2B Purchase Process Has Changed in 2020
- Marketing From A to [Gen]Z: 'Zconomy' Author Jason Dorsey on Marketing Smarts [Podcast]
- Listen While You Work: The Media Habits of Remote Employees