Why weighting your survey data is often best
Depending on objectives and feasibility, weighting data may be an appropriate way to measure a population of interest when your sample isn't representative of your desired population.
The typical market research study includes large sample sizes and lots of data points. A quantitative focus like this has its place, but usually not in usability testing.
Although there's a fundamental difference between social monitoring and social listening, the terms are often used interchangeably. I'm even guilty of it myself.
Social listening is a powerful solution for brands who want to connect with their consumers, but it's not perfect for every situation. There are several advantages and disadvantages to consider before determining whether it's the right fit for your organization's strategy.