Unstructured Data: Unsolicited Customer Opinion

Welcome to ESOMAR Academy On-Demand

This exclusive on-demand training provides six hours of content, divided into three engaging sessions. Learn at your own pace while accessing downloadable resources, the trainer’s contact information, and earning a certificate upon completion. With registration, you’ll enjoy 12 months of unlimited access to the course.

Overview

90% of all the data humanity has ever produced is unstructured.

A big subset of this unstructured data is customer opinion expressed online, and yet more than 90% of the market research budgets were spent on surveys and focus groups. The tide is turning in favour of the unsolicited customer opinion about brands, gathered from social media and other online sources. It takes a special skill to gather and accurately tag millions of online posts in any language; let alone to glean actionable insights and concrete brand recommendations from this vast amount of data. 

What You'll Gain

This course is designed to empower global professionals of all experience levels with essential skills such as:

• ways to gather and to make sure the tagging of online conversations is accurate regardless of language. 

• how to explore those conversations to extract actionable insights 

• how to produce business recommendations 

• what ways there are to use AI to create automated content 

• how to target online micro-audiences 

• most importantly how to integrate unsolicited customer opinion with surveys and FGDs 

• how to use AI to tag other forms of unstructured data such as answers to open ends, emails, chats, call centre calls 

• how to present this new approach internally and/or externally in order to secure buy-in 

Who should attend?

• Insights professionals from both market research agencies and end-clients of market research 

• Marketing professionals from end-clients 

• Business development professionals from market research agencies  

Learning Objectives

• Social media listening & analytics

• The science behind it all

• Use of Generative AI for automated insights and recommendations

• Use of Gen AI for content creation

• Integration of surveys, FGDs and social intelligence

Schedule Overview

Day 1: The Customer Opinion Paradox 

• How to set-up a social media listening project for success

• How to include the unsolicited opinion in your data sources 

Day 2:  Insights & Recommendations

• How to explore, analyse and understand unstructured data 

• How to use insights for automated audience targeting and content creation 

Day 3: How to Sell it 

• Internal and external sales pitch

• Benefits, overcoming objections, compelling story, ROI

The trainer was highly knowledgeable, making methods feel fresh with clear jargon, useful metrics, and plenty of concrete examples.

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