How might marketing managers use data from social media to better understand consumers' perceptions about brands and products?
How might marketing managers use data from social media to better understand consumers' perceptions about brands and products?
Companies have long struggled to get a handle on how consumers feel about brands and products in real time. Perceptual maps are often use to help visualize a product 's relationship to other products in the competitive arena, but the data referenced to build perceptual maps is often expensive to obtain or incomplete. This case introduces students to a new tool that mines and aggregates social media to support the development of more meaningful perceptual maps.
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