Use Twitter for market research

Contributors

@andreea-macoveiciuc-content-expert


Business Benefits

Get a competitive market research strategy to help promote your brand on Twitter.


Set a goal for your Twitter research based on what you want to achieve.

For example, do you want to understand how people talk about your brand, what resources they follow and share in a specific niche, or what language they use when referring to specific products or services?

Identify keywords that are relevant to your service, product, or brand, and add them to separate Twitter Lists.

For example, BellaBrava, a health-conscious pizza chain, they used phrases like “veggie”, “plant-based” and “spelt flour”. By adding these hashtags to Lists, you can check the latest tweets in a more structured manner.

Create a spreadsheet and write down your research goal, along with your findings.

For example, if you want to find out which words resonate the best with vegan users, analyze the Tweets in your “Vegans” lists and write down the keywords or hashtags that stand out.

Follow brand hashtags to understand how users are talking about your brand.

Alternatively, you can use a tool like Mention.com to monitor brand discussions in real time.

Create Twitter polls to gather feedback or opinions about products or product features.

The polls should last between 5 minutes and 7 days (these are time-bound in nature) after you post them.

Here’s what Taco Bell does:

Followers may share their ideas, too.

Create polls to collect real-time opinions about trending events.

For example, Drybar used a famous event to gauge opinions about hairstyles:

Another example - If you are a pizza chain, create a poll right before an important game to assess the toppings your followers like. You can then come up with the best offer for the game day.

Use qualitative content analysis to assess the engagement rate of your target users and understand the appeal of a specific message.

Look at Tweets that receive more likes, comments and shares.