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Market research firm Harris Interactive has launched Research Lifestreaming, a research platform that looks to give clients a full view of panel members’ online and offline lives by connecting participants’ social media activities — collected and categorized from sites like Twitter, Facebook and LinkedIn — with survey responses and behavioral data. The idea is to link traditional panelist profiles to panelist social networking updates.
Panelists opt-in to the Research Lifestreaming platform and participate in online group discussions, optionally blog or create photo diaries about experiences, and respond to questions about their status updates. They are rewarded for participation with points that can redeemed for gift certificates and merchandise (an industry standard practice).
Clients can listen to respondents unfiltered social media updates, observe mobile behaviors via GPS, engage in group discussions and survey panelists. To help clients unravel deeper insights, Harris segments lifestreaming panelists by identifying them as an influencer or follower, positive or negative, a commenter or reactionary, active or passive, or a joiner.
As alluded to above, there are also mobile components to the panel. If panelists agree to share their location, clients can observe panelist mobile activities via GPS technology. They can also target individuals by location and invite respondents to take surveys via SMS.
Harris Interactive’s approach to market research signifies a pretty significant shift in thinking within the industry, and further validates social media as a vehicle for serious research. The Research Lifestreaming product also points to marketer and brand demand to better understand consumer behavior on social media sites.
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