Studies on social networks or social sampling: the 6 false beliefs

Introduction

In terms ofsocial media studies, many erroneous beliefs remain and may prevent some companies from using this method of collection. At Discurv, it was important for us to demystify these preconceived ideas and prove to you that the methodology ofstudies via social networks is reliable. In this article, we invite you to dispel these preconceived ideas and to consider this new type of study with serenity:)

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Myth #1: “Respondents on social networks are not engaged because they are not paid”

In terms ofsocial media studies, one of the most common myths lies in the engagement of respondents: some think that they are less engaged than traditional panels because they are not paid or rewarded. Chez Discurv, we have in fact taken the side of do not put in place incentives for our respondents: we broadcast automated advertising via social networks, putting forward a clear and transparent survey theme in order to arouse their curiosity (excluding representative national surveys where no information is specified so as not to bias the representativeness of respondents).

The fact that there is no remuneration makes it possible to have punctual participations and to renew the samples interviewed. Moreover, according to a “profiling” survey conducted in 2021 by Discurv (formerly Madeinvote), among a representative sample of the French population, 1 Socionaut out of 2 have never participated in an online survey, which brings freshness and authenticity to their answers!

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Myth #2: “We can't interview seniors.”

Wrong! Despite preconceived ideas, seniors are increasingly present online: in 2022, 51% of people over 65 used social networks, a significant increase compared to previous years. Thanks to demographic targeting available on social networks, we can easily distribute our surveys to specific age groups such as seniors, to engage them on everyday topics that concern them directly.

And to tell you the truth, seniors are generally the ones who respond very quickly to our surveys! They should therefore not be underestimated, as they can be very involved in our questionnaires.

Myth #3: “Respondents can answer the same questionnaire multiple times.”

On the contrary, it is unlikely that participants will answer the same question several times. Discurv study on social networks. We are setting up a verification system that excludes IP addresses that have already responded to an investigation. We also set up “audience exclusions” in the distribution of our surveys, which automatically prevents a profile that has already answered the questionnaire from doing so again. The probability of people answering the same survey several times is therefore zero, especially since there is no reward in play;)

Myth #4: “It's more complex to reach niche targets on social networks”

Interviewing a niche target can quickly become complex via a traditional consumer panel. For example, they must actively search for individuals corresponding to the desired criteria, assess the relevance of these profiles by submitting them a pre-recruitment questionnaire... Procedures that can be long and expensive!

Conversely, the consumer surveys via social networks allow you to reach these profiles very quickly and easily! Indeed, we can combine different targeting criteria to create your niche sample.

First of all, thanks to the geolocation of our smartphones, we can target niche populations for your social media studies. Based on ultra-precise geographic data, you can thus interview people living in the same neighborhood to the nearest kilometer, having frequented a specific place of business or even more traditionally, residing in a specific city/department/region.

To this we can combine interest-based targeting, at the heart of our methodology : we submit surveys based on interests, consumption habits or different online behaviors, in order to interview people in your core target group. For example, in only 6 days, we were able to interview 350 users of asbestos removal products as part of their work in order to measure their satisfaction with the products used!

To maximize the quality of our participants, we use screening questions to validate the target questioned (place of residence, behavior, age, etc.) and we also check IP addresses to exclude regions not targeted by our survey.

Moreover, many institutes and panels are keen on these targeting capabilities via social networks, and regularly use Discurv to recruit niche targets:)

Myth #5: “You can't interview a representative national target”

Again, this is a false idea! With more than 4 billion users across the world, lSocial networks concentrate all segments of the population. : from the youngest to the oldest, from the richest to the most precarious, and even BtoB professional targets. This diversity ensures good representativeness, regardless of the geographic, behavioral and demographic criteria selected.

Myth #6: “You can't set up quotas”

During a social media study, it is entirely possible to apply the quota method based on relevant demographic or behavioral criteria for the investigation. These criteria may include variables such as age, gender, geographic location, interests, consumption habits, etc.

Throughout the process of collecting social media insights, quotas are monitored to ensure an appropriate balance between different categories. If a particular quota is reached, recruitments in this category are suspended in order to avoid any imbalance or bias in the sample.

Once the data is collected, it is analyzed by our data analyst team taking into account established quotas. This allows results to be reported according to the different categories of the target population, which improves the understanding of differences and trends specific to each group.

Conclusion

It is important to question all the methodologies used and to ensure transparency in consumer studies. Surrounding yourself with a team of competent experts, who master all aspects of its methodology, guarantees the obtaining of insights that have a real impact on your business.

Do you want to be tempted by the methodology of studies on social networks? Contact our team hither !

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