offline and online data

ARF: When it comes to tracking consumer sentiment, online surveys are not dead yet

There are more ways than ever to listen to consumers in the digital age, but some brands find the additional feedback to be more noisy than informative. And according to a new study by the Advertising Research Foundation, many don’t want to spend the money on something they don’t always find rewarding.

Thanks to Twitter, other social media and the internet generally, companies are able to get more up to the minute information from their customers than ever before. But according to ARF, social media monitoring has not advanced consumer research to the point where companies should start abandoning the good old survey.