The market research focused in the social media: know your consumer thanks to their publications through Facebook and Twitter. The case analysis of ADT Security Services in Chile

Abstract

Facebook and Twitter have become two main windows which are used by society to express and expose their opinions and fears: recent studies have shown that people could know someone in a deeper way than their own family thanks to their publications through Twitter and Facebook (Youyou, Kosinski & Stillwel, 2015). In this context of Big Data, this paper tries to reflect about the usefulness of the social media as a formal research source to know, define and characterize the target audience, which would guide the design of creative strategy. This research is focused on a campaign of ADT Security Services Chile (TYCO) for which was used a variant of the ethnography as the main methodology, the netnography which was adapted to the analysis of online communities, a simpler and faster method, cheaper than traditional ethnography and more naturalistic than the employment of focus groups or interviews. We obtained non-inductive public information about the target consumption patterns, checking the effectiveness of the social media content analysis to get a security concept which with the consumer feels identified and which finally was the basis of the creative strategy.