Social Media Intelligence vs. Traditional Research: Target Social's Wang Tao on the Future of Consumer Insights

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How has consumer research evolved since the advent of social media? Can social media drive insights, or do we still need interviews and focus groups? We speak with Wang Tao, who is the Head of Strategy & Innovation for the Shanghai-based agency Target Social 仟传网络. Target Social is China's largest full-service social performance consultancy, providing a complete range of services that help brands take control of their social media investment.
1. What's your current job, and what does Target Social do?
2. What's the difference between your consulting role at your current vs. previous job?
3. How do you extract data from social media platforms that help deliver insights?
4. How is market research evolving? Is it just social listening, or is there more to it?
5. Is social listening a good measurement, and you don't need focus groups or interviews?
6. How do social platforms collect data for passive users?
7. Why do the algorithms seem incorrect about one's profile?
8. Pushing surprise content remains an advantage for advertisers.
9. What are the skills necessary for modern market researchers?
10. How do you teach insights, and how is it possible to identify them?

About Target Social (仟传网络): https://tarsocial.com/en/international
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