Sometimes market research alone isn’t enough, especially when consumer preferences can change overnight. While focus groups are helpful to reference at the start of new product or campaign development, they’re less useful for gathering customer feedback once said post-launch.

And annual surveys reveal little about what current events or trending topics are most relevant among consumers right now. To stay on top of the latest trends and maintain a more accurate pulse on your audience, you need to incorporate social media market research into your strategy.

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