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Brands Ignore Facebook, Twitter and Pinterest at their Peril, says Vision Critical Study

With the rise of social media, reaching a specific market segment has never been more cost-effective. And never has it been more complicated.

But a comprehensive new study from Vancouver-based market research firm Vision Critical reveals that social media is, in fact, having a big impact on consumer decisions.

Market research exists in an unbalanced state these days. Coca-Cola, after declaring that social media had no effect on sales, quickly retracted, affirming that social media was “crucial” to driving in-store sales. Canon has reacted to the trend towards “showrooming” by opening stores that are actually showrooms, in which merchandise can’t be purchased but can be pawed by the public. And recent statistics have openly questioned whether anyone really knows how to use the vast streams of Big Data now available to marketers.

Read the full article from Cantech Letter