Social media conversations offer a unique vantage point for brands to observe consumer behaviour in a natural setting. The internet serves as a vast, unmoderated space where consumers freely express their thoughts, offering brands a powerful tool for market observation. This unfiltered feedback provides insights into:
However, these conversations are often unstructured, necessitating the use of text analytics and Natural Language Processing (NLP) to extract meaningful sentiments and concepts. This data can then be transformed into actionable insights that inform decision-making across various aspects of marketing and product development.
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