Generating Perceptual Maps from Social Media Data

How might marketing managers use data from social media to better understand consumers’ perceptions about brands and products?
Oded Netzer  | Summer 2014
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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.

Case ID: 150503

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