One of the most potent sources of information for advertisers and marketers is how consumers discuss a brand when they’re being most honest. Sometimes, this happens in online product reviews, although research shows that those tend to over-represent extreme views. It also sometimes happens through social media posts or videos in which people mention brands. So, since the advent of social media, brands have turned to “social listening,” in which marketers track mentions of a brand across various social platforms, and look for common keywords, themes, or ideas.
How GenAI Can Help Companies Go Beyond Social Listening
The more organizations use generative AI to understand consumers, the more they’ll be able to tap its power.
November 10, 2023
Summary.
GenAI can transform the process of collecting feedback from consumers, reaching more people across more demographics than ever before, and learning more about what they really think. Companies can rescue qualitative survey data from the trash and dig for deeper insights. To do so, they should: tailor genAI tools to meet their organization’s specific needs, feed them existing data, and have them make suggestions for future survey questions.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.