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
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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.
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