Social media research with a qualitative focus can provide excellent directional information. We don’t need to be overly worried about Big Data and sentiment analysis at the qualitative stage of a project. Qualitative research consultants can use social media to answer questions and uncover questions and issues we hadn’t considered. Social media is ideal for many of the foundational activities that we perform, such as identifying lexicon and developing relevant “buckets,” or project-oriented categories. 

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