Move over Influencers. The Moderator is the new hot gig online.

Photo Credit: William Krause

Could audio-based social apps like Clubhouse become an alternative to traditional market research?

A strong customer experience is the cornerstone of any successful business. Regardless of what we’re selling and who we’re selling to, the way that we interact with our customers can have a lasting impact on how they perceive our brand, our products and our people. In the not so distant past, businesses would invest thousands (sometimes hundreds of thousands) of dollars a year on market research that would help them better understand what their customers wanted.

Countless methodologies, fine-tuned over decades by curious marketers and analysts, would turn out reports that would tell us everything that we wanted to know. Focus groups would validate general hypotheses for creative work, new product design and content development. Large quantitative studies would arm us with the statistical data we needed to prove we should invest against our validated hypotheses. And, if we got really ambitious and had the right budgets, we could even validate that set of data with ethnography studies that allowed us to watch our customers in action – in stores, on the streets and even in their homes.

From time to time, someone higher up would ask their Head of Marketing, “Why spend the money watching what they do when they’ve already told us what they want?” The response would always be a very matter-of-fact, “Because people lie.” No matter how good our intentions are, we all have moments where we tell people what we think they want to hear. Sometimes it’s because we aren’t fully comfortable sharing our real thoughts. Other times it’s because we’re afraid we’ll be judged for not falling in line with popular opinion. Sometimes we just want the line of questioning to stop because we’re bored.

People are complicated. It’s why we usually need experts to help us make sense of what they’re really thinking and feeling about our products and services. Customer data and insights are critical components to delivering relevant products and services, as well as a great customer experience. Unfortunately, more than 52% of companies in the last year have reported reducing the size of their customer service teams due to the current economic downturn. Market Research budgets are also on the decline as businesses shift focus to dealing with more operational matters in a time of crisis. Everyone is looking for more efficient and cost-effective solutions to determine what their customers are looking for. Surprisingly, those customer insights are more accessible than ever.

One hard-working alternative solution is Social Listening.

Social Listening is a distant cousin to social monitoring, but aims to look beyond the numbers (like engagement rates and likes) and dives deeper into sentiment. What are customers feeling, what exactly are they talking about? And with more than 3.6 billion social media users worldwide, there’s no shortage of conversations to track. This tracking can be done using tools that can search for specific topics, keywords, phrases, brands or industries.

Social listening helps companies track, analyze, and respond to conversations about them on social media. It can be a significant component of any customer service strategy, and here’s how.

It’s difficult to fix problems you don’t know exist.
Have you ever tweeted a company in a fit of rage, causing your fiery fingers to misspell said company or tag the wrong brand? This incomplete tweet can cause your complaint to land in the proverbial social media black hole, never to be found again. In fact, 31% of mentions on Twitter don’t include a company’s correct handle.

With social listening, brands can proactively look for keywords that may have otherwise been missed, and that’s important because 91% of unhappy customers are likely never to return.

Companies can only fix the problems they know about. Social listening can help with that.

Listen, learn and act.
Social listening can comb the internet for conversations that are happeing about a brand, a competitor, a trend, and so much more. Businesses that use this information for more than just customer service are the ones that will reap the rewards.

Social listening can do more than listen. It can help track trends in your industry and allow you to use that data to make more robust marketing or business decisions rooted in insights.

An extra set of ears in a crisis.
When a crisis hits, things can feel like they’re moving at lightning speed (usually because they are). Decisions need to be made, but it’s difficult for businesses to make decisions they can feel confident about without a full picture. Social listening helps paint that full picture by giving companies and customer service teams first-hand access to conversations about the crisis.

In the middle of a crisis, sentiment can change at the drop of a hat. Having a pulse on the situation as it’s unfolding can mean the difference between a response that falls flat and a response that resonates with customers.

Meet the new kid on the block.
Social listening has always relied on platforms like Twitter, Facebook, Instagram to thrive. But what if those conversations shifted from keyboards back to good old-fashioned audio?

Meet Clubhouse. Clubhouse is an audio-chat social network that operates by-invitation-only (think live podcast). It was launched last year by software developer Alpha Exploration Co. and was valued at more than $1 Billion US as recently as last month. Not only does Clubhouse meet the need for more intimate, casual and authentic conversations on social, it also blows things wide-open for social listening. Currently an advertising-free zone, brands have already started to take notice and brainstorm how best to leverage this new platform.

Apps like Clubhouse have the potential to act as mini focus groups for brands looking to get feedback on any given topic, which could take social listening to a whole new level.

Interested in learning more about how we can help your business gather actionable insights via social media? Reach out to start the conversation.

More to explore:

The last two years have certainly taken a toll on high profile festival events like TIFF, but no one can argue that its organizers have poured their usual heart and soul into the event.
The last two years have certainly taken a toll on high profile festival events like TIFF, but no one can argue that its organizers have poured their usual heart and soul into the event.
The last two years have certainly taken a toll on high profile festival events like TIFF, but no one can argue that its organizers have poured their usual heart and soul into the event.
Daria Tcherkachina, Retail Director for Immersive Van Gogh, makes a leap from fashion retail to art, to join a forward-looking, digitally-savvy team seamlessly blending art and technology.
Daria Tcherkachina, Retail Director for Immersive Van Gogh, makes a leap from fashion retail to art, to join a forward-looking, digitally-savvy team seamlessly blending art and technology.
Daria Tcherkachina, Retail Director for Immersive Van Gogh, makes a leap from fashion retail to art, to join a forward-looking, digitally-savvy team seamlessly blending art and technology.
lead generation
Top lead generation trends continue to point towards website optimization and SEO, lead generation pages and sales funnels, email marketing, content marketing and paid advertising.
lead generation
Top lead generation trends continue to point towards website optimization and SEO, lead generation pages and sales funnels, email marketing, content marketing and paid advertising.
lead generation
Top lead generation trends continue to point towards website optimization and SEO, lead generation pages and sales funnels, email marketing, content marketing and paid advertising.
When it became clear that the 2021 Olympics would be primarily a broadcast event, brands appeared ready to pivot quickly, embracing virtual executions, story-rich content marketing & social media to engage audiences in new ways.
When it became clear that the 2021 Olympics would be primarily a broadcast event, brands appeared ready to pivot quickly, embracing virtual executions, story-rich content marketing & social media to engage audiences in new ways.
When it became clear that the 2021 Olympics would be primarily a broadcast event, brands appeared ready to pivot quickly, embracing virtual executions, story-rich content marketing & social media to engage audiences in new ways.
E-commerce is constantly evolving. Today, more than ever before, businesses are working hard to keep up with changing customer behaviours and demands. What is it that shoppers want?
E-commerce is constantly evolving. Today, more than ever before, businesses are working hard to keep up with changing customer behaviours and demands. What is it that shoppers want?
E-commerce is constantly evolving. Today, more than ever before, businesses are working hard to keep up with changing customer behaviours and demands. What is it that shoppers want?
Rachelle Seguin
Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
Rachelle Seguin
Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
Rachelle Seguin
Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
Millennials working from home
Millennials have historically been known for advocating for more flexible work conditions, but after a year of working from home and talk of permanent hybrid models on the horizon, concerns about work-life balance and the challenges of digital workplaces are now being brought to light.
Millennials working from home
Millennials have historically been known for advocating for more flexible work conditions, but after a year of working from home and talk of permanent hybrid models on the horizon, concerns about work-life balance and the challenges of digital workplaces are now being brought to light.
Millennials working from home
Millennials have historically been known for advocating for more flexible work conditions, but after a year of working from home and talk of permanent hybrid models on the horizon, concerns about work-life balance and the challenges of digital workplaces are now being brought to light.
google brand impressions
Your brand identity is the foundation that everything else rests on. And if it’s strong, it can protect your company during periods of stress and uncertainty.
google brand impressions
Your brand identity is the foundation that everything else rests on. And if it’s strong, it can protect your company during periods of stress and uncertainty.
google brand impressions
Your brand identity is the foundation that everything else rests on. And if it’s strong, it can protect your company during periods of stress and uncertainty.
Google SEO
Companies who aren’t marketing their products and services at the exact time that potential customers are looking for what they’re selling are leaving far too many sales on the table.
Google SEO
Companies who aren’t marketing their products and services at the exact time that potential customers are looking for what they’re selling are leaving far too many sales on the table.
Google SEO
Companies who aren’t marketing their products and services at the exact time that potential customers are looking for what they’re selling are leaving far too many sales on the table.
Horn and Mane Hire
The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
Horn and Mane Hire
The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
Horn and Mane Hire
The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
Horn and Mane genZ
Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
Horn and Mane genZ
Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
Horn and Mane genZ
Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
Horn and Mane YouTube
A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
Horn and Mane YouTube
A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
Horn and Mane YouTube
A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane AI
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
horn and mane AI
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
horn and mane AI
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
online customer service
As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
online customer service
As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
online customer service
As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
If you’re not seeing the conversions that you want, take a step back and assess whether you’ve covered off the basics.
If you’re not seeing the conversions that you want, take a step back and assess whether you’ve covered off the basics.
If you’re not seeing the conversions that you want, take a step back and assess whether you’ve covered off the basics.
Snapchat, Advertising, Social Media, Generation Z
As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.
Snapchat, Advertising, Social Media, Generation Z
As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.
Snapchat, Advertising, Social Media, Generation Z
As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.
The last two years have certainly taken a toll on high profile festival events like TIFF, but no one can argue that its organizers have poured their usual heart and soul into the event.
The last two years have certainly taken a toll on high profile festival events like TIFF, but no one can argue that its organizers have poured their usual heart and soul into the event.
The last two years have certainly taken a toll on high profile festival events like TIFF, but no one can argue that its organizers have poured their usual heart and soul into the event.
Daria Tcherkachina, Retail Director for Immersive Van Gogh, makes a leap from fashion retail to art, to join a forward-looking, digitally-savvy team seamlessly blending art and technology.
Daria Tcherkachina, Retail Director for Immersive Van Gogh, makes a leap from fashion retail to art, to join a forward-looking, digitally-savvy team seamlessly blending art and technology.
Daria Tcherkachina, Retail Director for Immersive Van Gogh, makes a leap from fashion retail to art, to join a forward-looking, digitally-savvy team seamlessly blending art and technology.
lead generation
Top lead generation trends continue to point towards website optimization and SEO, lead generation pages and sales funnels, email marketing, content marketing and paid advertising.
lead generation
Top lead generation trends continue to point towards website optimization and SEO, lead generation pages and sales funnels, email marketing, content marketing and paid advertising.
lead generation
Top lead generation trends continue to point towards website optimization and SEO, lead generation pages and sales funnels, email marketing, content marketing and paid advertising.
When it became clear that the 2021 Olympics would be primarily a broadcast event, brands appeared ready to pivot quickly, embracing virtual executions, story-rich content marketing & social media to engage audiences in new ways.
When it became clear that the 2021 Olympics would be primarily a broadcast event, brands appeared ready to pivot quickly, embracing virtual executions, story-rich content marketing & social media to engage audiences in new ways.
When it became clear that the 2021 Olympics would be primarily a broadcast event, brands appeared ready to pivot quickly, embracing virtual executions, story-rich content marketing & social media to engage audiences in new ways.
E-commerce is constantly evolving. Today, more than ever before, businesses are working hard to keep up with changing customer behaviours and demands. What is it that shoppers want?
E-commerce is constantly evolving. Today, more than ever before, businesses are working hard to keep up with changing customer behaviours and demands. What is it that shoppers want?
E-commerce is constantly evolving. Today, more than ever before, businesses are working hard to keep up with changing customer behaviours and demands. What is it that shoppers want?
Rachelle Seguin
Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
Rachelle Seguin
Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
Rachelle Seguin
Rachelle Sequin has bravely taken control of the company’s day-to-day business operations with a sharp eye on the future and a fast-growing interest in all things digital. Best of all, she brings a unique point of view to our growing team and isn’t afraid to share it.
Millennials working from home
Millennials have historically been known for advocating for more flexible work conditions, but after a year of working from home and talk of permanent hybrid models on the horizon, concerns about work-life balance and the challenges of digital workplaces are now being brought to light.
Millennials working from home
Millennials have historically been known for advocating for more flexible work conditions, but after a year of working from home and talk of permanent hybrid models on the horizon, concerns about work-life balance and the challenges of digital workplaces are now being brought to light.
Millennials working from home
Millennials have historically been known for advocating for more flexible work conditions, but after a year of working from home and talk of permanent hybrid models on the horizon, concerns about work-life balance and the challenges of digital workplaces are now being brought to light.
google brand impressions
Your brand identity is the foundation that everything else rests on. And if it’s strong, it can protect your company during periods of stress and uncertainty.
google brand impressions
Your brand identity is the foundation that everything else rests on. And if it’s strong, it can protect your company during periods of stress and uncertainty.
google brand impressions
Your brand identity is the foundation that everything else rests on. And if it’s strong, it can protect your company during periods of stress and uncertainty.
Google SEO
Companies who aren’t marketing their products and services at the exact time that potential customers are looking for what they’re selling are leaving far too many sales on the table.
Google SEO
Companies who aren’t marketing their products and services at the exact time that potential customers are looking for what they’re selling are leaving far too many sales on the table.
Google SEO
Companies who aren’t marketing their products and services at the exact time that potential customers are looking for what they’re selling are leaving far too many sales on the table.
Horn and Mane Hire
The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
Horn and Mane Hire
The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
Horn and Mane Hire
The recruitment landscape is changing drastically as businesses start to reflect on talent management processes in an increasingly digital and virtual work world.
Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
Nurturing customer relationships is more important than ever. Using an omni-channel approach to talk with your online audience will demonstrate your commitment to delivering value, not just closing a sale.
Horn and Mane genZ
Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
Horn and Mane genZ
Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
Horn and Mane genZ
Surrounded by computers and technology from birth, Gen Z has the enviable ability to effortlessly thread millions of micro-moments into one big life story.
Horn and Mane YouTube
A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
Horn and Mane YouTube
A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
Horn and Mane YouTube
A video platform powerhouse, YouTube is now the second-largest search engine in the world, second only to its parent company Google.
Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
Horn and Mane Customer Strategy
In order to understand our customers, we need to step into their shoes from time to time. Only then can we earn the right to influence what they’re doing.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane GenZ
Technology was part of their daily lives at birth, and they’re the first generation to be raised in a world that’s brimming with digital experiences.
horn and mane AI
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
horn and mane AI
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
horn and mane AI
Artificial Intelligence can provide a variety of data-driven solutions that can scale and improve over time, creating substantial benefits for businesses, customers and employees.
online customer service
As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
online customer service
As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
online customer service
As online customer behaviours continue to evolve, so do the online channels that customers use to find answers to all of their questions.
If you’re not seeing the conversions that you want, take a step back and assess whether you’ve covered off the basics.
If you’re not seeing the conversions that you want, take a step back and assess whether you’ve covered off the basics.
If you’re not seeing the conversions that you want, take a step back and assess whether you’ve covered off the basics.
Snapchat, Advertising, Social Media, Generation Z
As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.
Snapchat, Advertising, Social Media, Generation Z
As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.
Snapchat, Advertising, Social Media, Generation Z
As businesses aim to ease their dependence on Facebook and Google, they’re turning to alternative platforms who can deliver the same benefits.

Subscribe to our Points of View newsletter.

Perspectives from inside Horn and Mane.
A global point of view from our
digital experts around the world.

We’re committed to your privacy. Horn and Mane Inc. uses the information you provide to us to contact you about our relevant content, products, and services. You may unsubscribe from these communications at any time. For more information, check out our privacy policy.