Case 3: Twitter

A. Comment on the purpose of market research and the value it brings to organizations

 In this case, Marker research adds up very significant values to the organisation as we know
that twitter is a social media platform so it has to keep up with the trend going on among
the users. Some of the main purposes are

1. A Consistent Brand Image

Each platform has its own unique environment and voice, your business’s core
identity, whether it's friendly, fun, or trustworthy, should stay consistent. Likewise, in
case of this organisation the environment is fun and marker reseach helps in
developing that consistency.

2. Improving communication and interaction with key audiences

Market research helps in the organisation to interact with the main audiences and get
their direct feedback which is a lot beneficial to the organisation to increase their
efficiency.

3. Measuring Success with Analytics

You can’t determine the success of your social media marketing strategies without
tracking data .Attach tracking tags to your social media marketing campaigns so that
you can properly monitor them. And be sure to use the analytics within each social
platform for even more insight into which of your social content is performing best
with your audience.

4. Tracking Competitors
It’s always important to keep an eye on competitors—they can provide
valuable data for keyword research and other social media marketing insight.
If your competitors are using a certain technique that seems to be working for
them, considering doing the same thing, but do it better!

B. Market research and analysis has made Twitter what it is today. Justify your answer

 “They realized that the platform they had built had tremendous scalability and potential.
Suppose they doubled-down on simplicity, and just made a portal where people could share
what they were up to. They looked at existing social networks like Facebook, and researched
customer dissatisfaction. Users loved Facebook for photo-sharing and friend-snooping, but
often found the News Feed to be overwhelming and cluttered. Their new venture, Twitter,
would provide a back-to-the-basics feed of information, with a focus on news and celebrity. It
seemed crazy, but they pulled it off, accomplishing one of the most successful pivots of the
21st century.” This was only possible because of the market research conducted by the
 researchers which helped them see whether the service provided by their competitors are
satisfying the audiences or not and If not what are the factors that needs to be added, so
considering that twitter researched about Facebook and analysed what is that this organisation
is failing to give to the customers and they took out those points and made twitter one of the
most valuable social news feed providing platforms,not only this but theough market research
they were able to realise that they have tremendous potential if they improve what they have
with a little bit of creativity and efforts .Also,through market research they came to know
about pivoting which means simply stressing on a new feature on the same product and
through pivoting Twitter was the first social media platforms where celebrities could actually
connect with their audiences and give their opinions which made twitter what it is today.

C. Summarize the primary and secondary research conducted by Twitter.

 Primary research conducted by Twitter was testing the customers of their competitors by
interviews, surveys ,questionnaire, etc.and as a result dissatisfaction came out.And the
reasons for dissatisfaction came out through which they were able to improvise their service
that they provided and gain more and more customers . They researched that no platforms
provided the news, social newsfeed and celebrities connections so Twitter dived into that area
and started providing the services that the customers never got before.

Secondary research conducted by when they researched the new market, exploring user
adoption rates, technology, and customer acquisition costs and they gave a unfavourable
conclusion that they were in the position to compete against Apple. Through this research
they realised that they need to bring some new feature in their invention in order to become
top notch in the market.

D. Design a primary research questionnaire to analyse the dissatisfaction of customers on

Facebook

 Name of the customer

 Age of the customer

a) Below 10
b) 10-20
c) 20-40
d) Above 40

 Do you have an active Facebook account?

 a) Yes
b) No

 In a typical day, how much time do you spend on facebook?

Hours :-
Minutes:-

 About how often do you use or visit Facebook?

a) Several times a day
b) About once a day
c) Less often

 About how many of your ‘friends’ on Facebook have you met in person?
a) All of them
b) Most of them
c) Few of them
d) None

 What do you use Facebook mostly for?

a) Games
b) Connecting with friends
c) Posting
d) News feed

 In the rank of 1 to 10 how much would you like to rank Facebook?