Why do social media studies allow for the collection of authentic responses?

01. The relevance of recruited profiles

By only soliciting qualified users, thanks to the targeting criteria of social networks, this methodology ensures the consistency of profiles with the target population. This relevance of respondents will in turn ensure optimal quality of the insights collected. These respondents are average consumers or professionals who, for the most part, are not registered in panels and are therefore neither over-solicited nor incentivized.

Verify the qualification of respondents through the expertise of hairdressers

One might believe in the impossibility of controlling the identity of respondents and the presence of unqualified individuals that would skew the results of studies on social networks. Here is the test we conducted to verify the reliability of our respondents: during a questionnaire aimed at hairdressers, we inserted a trick question about the products these professionals used. Two of the products mentioned in the list were actually products sold only to the general public, not used by professionals. And we recorded less than 1% of responses in total on these two items. Proof that the recruited profiles were indeed real hairdressers.

02. The engagement of respondents

At Episto we are convinced that it is the condition sine qua non for collecting quality responses and insights true to reality. This allows the respondent to express their opinion with care and authenticity, almost making them forget that they are responding to a survey.

The engagement of respondents is ensured by a playful side, which makes the experience unique and enjoyable, and by a rewarding aspect that empowers the respondent who is not used to being asked for their opinion. In addition to guaranteeing the reliability of the recruited profiles, the precise targeting made possible by social networks allows us to address a truly engaged audience that is concerned with the theme of the study.

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Understanding the organization of selective sorting in kitchens through video

In order to understand how the residents of Île-de-France organized selective sorting in their kitchens, we interviewed 300 respondents and collected videos where they filmed the organization of sorting in their own homes. These valuable and authentic insights allowed for a real immersion into the homes of Parisians for a better understanding of their practices.

03. The authenticity of responses

One of the main advantages of studies through social media is that this methodology allows for the collection of authentic responses. What does that mean? By authentic we mean sincere and spontaneous responses that truly reflect the opinions of the surveyed individuals without the interference of external disturbing factors.

Social media studies provide guarantees of authenticity that are linked to:

• The respondents:
  • Not accustomed to answering surveys, they are not “professionals” in studies
  • Not paid and therefore not motivated by the lure of gain
• The use of smartphones:
  • A personal tool they are comfortable with
  • And that they use when they are available
• The questionnaire:
  • Designed from the start for mobile use
  • Self-administered, at their own pace, in conditions that suit them
  • Engaging and conversational

With this method, respondents no longer feel like they are filling out a questionnaire but rather participating in a conversation!

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