Consumer Research

Our team is comprised of market researchers with ample experience in strategic planning at advertising agencies and research institutes. We love utilising and including consumer insights from social media. Our experience has taught us that, with the necessary caution and appropriate methodologies that guarantee data validity and representativity, consumer research using social data enriches the information that we can collect with traditional research methods.


Customer Journey Mapping

Increasingly, more and more companies plan the relationship with their customers by utilising thorough intelligence of the customer journey.

By using social data analysis, we discover new insights from every one of the stages of the consumer purchasing process; from the origin of the need, to the search for relevant information, the weighing and comparison of available choices, the purchase itself, loyalty building and recommendations.

We employ in-house designed research methodologies to identify key touch points, messages and moments of truth where the brand must be present and relevant.

Our research projects respond to marketing challenges such as:+

  • Origin of the need/ desire: What sparks consumer interest for a specific product/ service?
  • Search for relevant information: How do consumers inform themselves about the offer?
  • Comparación de alternativas: • Weighing and comparison: What product attributes and characteristics are more compelling? How does our offer stand in comparison to these attributes?
  • Purchase: Which channels are preferred for carrying out the purchase?
  • Loyalty building: What experiences determine consumer loyalty and which generate dissatisfaction hindering repeat purchases/ greater loyalty?
  • Recommendation: Who recommends us and what stands out in said endorsement?

Trends Research

Consumer experiences and opinions posted in social media fuel the detection of trends among early adopters of any consumer category (food/ drink, electronics, beauty, fashion, etc.). The key is to know who to target in order to be able to pick up those “faint signals” that indicate incipient changes in consumer behaviour.

Adopting trends in their sweet spot is pivotal to product innovation (R+D) and communications (strategic planning and advertising). Trend detection and analysis is carried out by applying our proprietary CSI methodology, developed by one of Nethodology’s founders in 2009. The CSI methodology is extensively covered in the Spanish language book “Coolhunting. El arte y la ciencia de descifrar tendencias” (Coolhunting: the art of deciphering trends. Empresa Activa, 2009).

Customer & User Experience Analysis

More and more, product reviews posted in Internet by consumers after purchasing a product, reserving a service, or even after downloading an mobile application are gaining in importance. Sites like Amazon, Google My Business, Booking or mobile application sites like the App Store or Google Play, are examples of channels where consumers publish complaints, claims or recommendations; key to Customer Experience (CX) and User Experience (UX) strategies.

In-house, we have developed our own methodology to monitor and collect data in marketplaces, review sites and social networks that our analysts process and convert them into actionable insights to improve these experiences.

Data Integration

And if we still don’t have all the consumer information we need? Then, we keep searching! At Nethodology we’re enthusiastic about statistics and we consistently find secondary data sources to complement Internet data.

Secondary data sources, such as consumer panel data, surveys or census data help to contextualise and validate the representativity of the data we collect in social networks and Internet in general.

Members of our team specialise in “third-party micro data” and we compile our own analyses. These secondary data sources can be internal (from our clients) or external, such as sociological research organisations (governmental), universities, private associations, or public agencies (like Eurostat or INE: Spain’s statistics agency).

Quantitative & Qualitative research

What if social networks or secondary data sources still don’t provide the answers to our questions? In this case, we turn to traditional research methods. Within our team are sociologists, psychologists and statisticians with over 20 years of experience in both quantitative and qualitative market research.

Nethodology is part of the AeI Group, the Spanish leader in market research, which grants us seamless access to consumer panels for online surveys. This translates into an excellent resource for answering both qualitative and quantitative questions from our clients that need validating from social network data.

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