Why Competitive Market Research Is Crucial For Social Teams In 2024

<!DOCTYPE html> <html lang="en-US" class="legacy-type-scale"> <head> <meta charset="UTF-8"> <meta name="viewport" content="width=device-width, initial-scale=1"> <link rel="profile" href="http://gmpg.org/xfn/11"> <link rel="shortcut icon" href="https://brandfolder.sproutsocial.com/VXTUTVL1/at/2km9vsfn9v7pmgs6q9rgfp/favicon.ico&width=32&height=32" sizes="32x32"> <link rel="icon" href="https://brandfolder.sproutsocial.com/VXTUTVL1/at/shx4qrmc2cr48sfmf5fpbsv/favicon_browser.svg"> <link rel="apple-touch-icon" sizes="180x180" href="https://brandfolder.sproutsocial.com/VXTUTVL1/at/665rfn6bt6cpwjxbm5kpz8w/favicon_apple-touch.svg?auto=webp&format=png"> <meta name='robots' content='index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1' /> <style>img:is([sizes="auto" i], [sizes^="auto," i]) { contain-intrinsic-size: 3000px 1500px }</style>  <title>Why Competitive Market Research Is Crucial For Social Teams In 2024</title> <link rel="canonical" href="https://sproutsocial.com/insights/strengthen-competitive-analysis-strategy-social-listening/" /> <meta property="og:locale" content="en_US" /> <meta property="og:type" content="article" /> <meta property="og:title" content="Why competitive research will become more important for social teams in 2024" /> <meta property="og:description" content="To win, you need to know your opponent well. 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fill="#364141"/> <path d="M1.5 10.5C2.32843 10.5 3 9.82843 3 9C3 8.17157 2.32843 7.5 1.5 7.5C0.671573 7.5 0 8.17157 0 9C0 9.82843 0.671573 10.5 1.5 10.5Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M6.25 14.5C7.49264 14.5 8.5 13.4926 8.5 12.25C8.5 11.0074 7.49264 10 6.25 10C5.00736 10 4 11.0074 4 12.25C4 13.4926 5.00736 14.5 6.25 14.5ZM6.25 13C6.66421 13 7 12.6642 7 12.25C7 11.8358 6.66421 11.5 6.25 11.5C5.83579 11.5 5.5 11.8358 5.5 12.25C5.5 12.6642 5.83579 13 6.25 13Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M12.375 11.6299C13.8247 11.6299 15 10.4546 15 9.00488C15 7.55514 13.8247 6.37988 12.375 6.37988C10.9253 6.37988 9.75 7.55514 9.75 9.00488C9.75 10.4546 10.9253 11.6299 12.375 11.6299ZM12.375 10.1299C12.9963 10.1299 13.5 9.6262 13.5 9.00488C13.5 8.38356 12.9963 7.87988 12.375 7.87988C11.7537 7.87988 11.25 8.38356 11.25 9.00488C11.25 9.6262 11.7537 10.1299 12.375 10.1299Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M15 15.375C15 16.8247 13.8247 18 12.375 18C10.9253 18 9.75 16.8247 9.75 15.375C9.75 13.9253 10.9253 12.75 12.375 12.75C13.8247 12.75 15 13.9253 15 15.375ZM13.5 15.375C13.5 15.9963 12.9963 16.5 12.375 16.5C11.7537 16.5 11.25 15.9963 11.25 15.375C11.25 14.7537 11.7537 14.25 12.375 14.25C12.9963 14.25 13.5 14.7537 13.5 15.375Z" fill="#364141"/> </svg> <span class="f300 f400-m f400-xm f300-l ml300">Employee Advocacy<span class="screenreader"> Login</span></span> </div> <svg class="dn dib-l" height="16" role="img" viewBox="0 0 256 512" width="16" xmlns="http://www.w3.org/2000/svg" title="Employee Advocacy Login" aria-labelledby="fa_angle_right_1426869273" > <title id="fa_angle_right_1426869273">Employee Advocacy Login</title> <path fill="currentColor" d="M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z"></path> </svg> </a> </div> </div> </div> <a href="/demo/" class="button-reset interaction--hover dib ba bw600 br500 b--neutral-1100 hover-b--neutral-900 bg--transparent c--neutral-1100 hover-c--neutral-900 w-100p w-auto-l py300 px350 f300 fw-bold tc no-underline hover-no-underline"> <span>Schedule a demo</span> </a> <div class="px0-l px450 pl0-ns pr450-ns flex-auto w-100p w-auto-ns"> <a href="/trial/" class="button-reset interaction--hover dib ba bw600 br500 hover-c--neutral-0 b--neutral-1100 hover-b--neutral-900 bg--neutral-1100 hover-bg--neutral-900 c--neutral-0 w-100p w-auto-l py300 px350 f300 fw-bold tc no-underline hover-no-underline"> <span>Try for free</span> </a> </div> </div> </div> </div> <nav class="dn db-l" > <div class="b--neutral-200-l bb-l bg--blue-1100 bg--neutral-0-l c--text-inverse c--text-l flex flex-auto flex-column flex-row-l relative z2"> <div class="f300 flex flex-column flex-row-l items-center-l justify-between-l mw900 mx-auto pb750 pb0-l px350-l w-100p"> <ul class="flex flex-auto flex-column flex-row-l flex-wrap-l list pl0 w-100p w-auto-l "> <li class="flex items-center mr400"> <a class="flex" href="https://sproutsocial.com/insights/"> <span class="screenreader">Blog Home</span> <span class="button-reset dn-l fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw"> <span class="c--neutral-0 f500 f300-l">Home</span> </span> <svg class="c--primary dn db-l" height="16" role="img" viewBox="0 0 576 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M280.37 148.26L96 300.11V464a16 16 0 0 0 16 16l112.06-.29a16 16 0 0 0 15.92-16V368a16 16 0 0 1 16-16h64a16 16 0 0 1 16 16v95.64a16 16 0 0 0 16 16.05L464 480a16 16 0 0 0 16-16V300L295.67 148.26a12.19 12.19 0 0 0-15.3 0zM571.6 251.47L488 182.56V44.05a12 12 0 0 0-12-12h-56a12 12 0 0 0-12 12v72.61L318.47 43a48 48 0 0 0-61 0L4.34 251.47a12 12 0 0 0-1.6 16.9l25.5 31A12 12 0 0 0 45.15 301l235.22-193.74a12.19 12.19 0 0 1 15.3 0L530.9 301a12 12 0 0 0 16.9-1.6l25.5-31a12 12 0 0 0-1.7-16.93z"></path> </svg> </a> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-social-media" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Social Media menu" aria-controls="header-nav-social-media-id" aria-expanded="false" aria-label="Open Social Media menu" > <span class="f300 f400-m f400-xm f300-l ">Social Media</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-social-media" class="dn" id="header-nav-social-media-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-strategy/" rel="nofollow" > <span class="wsnw">Strategy</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-trends/" > <span class="wsnw">Trends</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/analytics/" rel="nofollow" > <span class="wsnw">Analytics</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-listening/" rel="nofollow" > <span class="wsnw">Listening</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/engagement/" rel="nofollow" > <span class="wsnw">Engagement</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/community-management/" > <span class="wsnw">Community Management</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/customer-care-service/" rel="nofollow" > <span class="wsnw">Customer Care</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/insights/social-commerce-and-ecommerce/" > <span class="wsnw">Commerce</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-media-scheduling/" rel="nofollow" > <span class="wsnw">Scheduling</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/advertising/" rel="nofollow" > <span class="wsnw">Advertising</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/advocacy/" rel="nofollow" > <span class="wsnw">Employee Advocacy</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/influencers/" > <span class="wsnw">Influencers</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/team-collaboration/" > <span class="wsnw">Team Collaboration</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/all-social-media/" > <span class="wsnw">All Social Media</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-networks" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Networks menu" aria-controls="header-nav-networks-id" aria-expanded="false" aria-label="Open Networks menu" > <span class="f300 f400-m f400-xm f300-l ">Networks</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-networks" class="dn" id="header-nav-networks-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/facebook/" > <span class="wsnw">Facebook</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/instagram/" > <span class="wsnw">Instagram</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/linkedin/" > <span class="wsnw">LinkedIn</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/pinterest/" > <span class="wsnw">Pinterest</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/review-sites/" > <span class="wsnw">Review Sites</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/insights/social-platforms/" > <span class="wsnw">Social Platforms</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/insights/tiktok/" > <span class="wsnw">TikTok</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/twitter/" > <span class="wsnw">Twitter</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/youtube/" > <span class="wsnw">YouTube</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/other-platforms/" > <span class="wsnw">Other</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/all-platforms/" > <span class="wsnw">All Networks</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-industries" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Industries menu" aria-controls="header-nav-industries-id" aria-expanded="false" aria-label="Open Industries menu" > <span class="f300 f400-m f400-xm f300-l ">Industries</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-industries" class="dn" id="header-nav-industries-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/tech-companies/" > <span class="wsnw">Tech/Software</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/higher-education/" > <span class="wsnw">Higher Education</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/retail/" > <span class="wsnw">Retail</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/healthcare/" rel="nofollow" > <span class="wsnw">Healthcare</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/nonprofit/" > <span class="wsnw">Nonprofit</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/agency/" > <span class="wsnw">Agency</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/government/" > <span class="wsnw">Government</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/travel-and-hospitality/" > <span class="wsnw">Travel & Hospitality</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/industries/" > <span class="wsnw">All Industries</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-career-growth" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Career Growth menu" aria-controls="header-nav-career-growth-id" aria-expanded="false" aria-label="Open Career Growth menu" > <span class="f300 f400-m f400-xm f300-l ">Career Growth</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-career-growth" class="dn" id="header-nav-career-growth-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/marketing/" > <span class="wsnw">Marketing Disciplines</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/leveling-up/" > <span class="wsnw">Leveling Up</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/leadership/" > <span class="wsnw">Leadership</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/diversity-equity-inclusion/" > <span class="wsnw">Diversity, Equity & Inclusion</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/career-growth/" > <span class="wsnw">All Career Growth</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-marketing-insights" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Marketing Insights menu" aria-controls="header-nav-marketing-insights-id" aria-expanded="false" aria-label="Open Marketing Insights menu" > <span class="f300 f400-m f400-xm f300-l ">Marketing Insights</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-marketing-insights" class="dn" id="header-nav-marketing-insights-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/corporate-communications/" > <span class="wsnw">Corporate Communications</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/culture/" > <span class="wsnw">Culture Strategies</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/customer-experience/" > <span class="wsnw">Customer Experience</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/digital-transformation/" > <span class="wsnw">Digital Transformation</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/whats-next/" > <span class="wsnw">What's Next</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/marketing-insights/" > <span class="wsnw">All Marketing Insights</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-sprout" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Sprout menu" aria-controls="header-nav-sprout-id" aria-expanded="false" aria-label="Open Sprout menu" > <span class="f300 f400-m f400-xm f300-l ">Sprout</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-sprout" class="dn" id="header-nav-sprout-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/using-sprout/" > <span class="wsnw">Sprout in Action</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/product-updates/" > <span class="wsnw">Updates & Enhancements</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/team-sprout/" > <span class="wsnw">Team Sprout</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/sprout-engineering/" > <span class="wsnw">Sprout Engineering</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://learning.sproutsocial.com/" > <span class="wsnw">Learning Portal</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/press/" > <span class="wsnw">Press</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/sprout/" > <span class="wsnw">All Sprout Social</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-resources" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Resources menu" aria-controls="header-nav-resources-id" aria-expanded="false" aria-label="Open Resources menu" > <span class="f300 f400-m f400-xm f300-l ">Resources</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-resources" class="dn" id="header-nav-resources-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/resources/" > <span class="wsnw">Resource Center</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/case-studies/" > <span class="wsnw">Case Studies</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/guides/" > <span class="wsnw">Guides</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/webinars/" > <span class="wsnw">Webinars</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/data/" > <span class="wsnw">Data Reports</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/templates/" > <span class="wsnw">Templates</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/interactive/" > <span class="wsnw">Interactive</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/events/" > <span class="wsnw">Events</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/podcasts/" > <span class="wsnw">Podcasts</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://community.sproutsocial.com/" > <span class="wsnw">Community</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/free-tools/" > <span class="wsnw">Free Social Media Tools</span> </a> </div> </div> </div> </li> <li class="mt0 w-100p w-auto-ns"> <a class="c--text-inverse c--text-l db fw-bold mr400-l pa400 wsnw" href="/insights/all-topics/"> <span class="f300 f400-m f400-xm f300-l ">All Topics</span> </a> </li> </ul> <div class="dn db-l mt0"> <button class="button-reset flex items-center pa0 ma0 py300" aria-controls="header-nav-search" aria-label="Open simple search form" > <svg class="mr200" height="16" role="img" viewBox="0 0 512 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"></path> </svg> Search </button> <div id="header-nav-search" aria-labelledby="header-nav-search-label" class="dn" role="region" > <div class="pointer-events-none absolute-l b--neutral-200-l bt-l c--text-dark left0 pb400-l overflow-hidden-l top-100p w-100p z8"> <div class="bg--neutral-0 shadow200-l"> <div class="pointer-events-all mw900 mx-auto py650-l relative"> <button class="button-reset absolute mt300 right0 top0 js-sprout-nav-close" aria-label="Close simple search form" > <svg class="c--text-dark" height="18" role="img" viewBox="0 0 320 512" width="18" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M207.6 256l107.72-107.72c6.23-6.23 6.23-16.34 0-22.58l-25.03-25.03c-6.23-6.23-16.34-6.23-22.58 0L160 208.4 52.28 100.68c-6.23-6.23-16.34-6.23-22.58 0L4.68 125.7c-6.23 6.23-6.23 16.34 0 22.58L112.4 256 4.68 363.72c-6.23 6.23-6.23 16.34 0 22.58l25.03 25.03c6.23 6.23 16.34 6.23 22.58 0L160 303.6l107.72 107.72c6.23 6.23 16.34 6.23 22.58 0l25.03-25.03c6.23-6.23 6.23-16.34 0-22.58L207.6 256z"></path> </svg> </button> <div class="c--text-inverse c--text-l f300 mw700 mx-auto"> <p id="header-nav-search-label" class="fw-extrabold f600 mb300">Search the Blog</p> <div class="mt0 relative"> <form id="header-nav-search-form-desktop" action="https://sproutsocial.com/insights" novalidate="novalidate" class="flex"> <input name="s" type="text" class="pl500 js-search-field" placeholder="What are you searching for?" /> <button class="button-reset br500 bg--primary hover-bg--primary-hover interaction--hover c--neutral-0 db fw-bold ml400 mx350 px600 py300 tc"> Search </button> </form> <div class="pointer-events-none absolute flex h-100p items-center left0 px350 top0"> <svg class="c--text-dark" height="16" role="img" viewBox="0 0 512 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"></path> </svg> </div> </div> </div> </div> </div> </div> </div> </div> <div class="relative-l my-auto w-100p w-auto-l dn-l "> <button id="header-nav-login-mobile" class="button-reset c--text-inverse c--text-l fw-bold inline-flex items-center justify-between mr400-l pa400 pa0-l w-100p w-auto-l" title="Open Login Menu" aria-controls="header-nav-login-mobile-modal" aria-expanded="false" aria-label="Open Login Menu" > <span class="f300 f400-m f400-xm f300-l ">Login</span> <span aria-hidden="true" class="rotate-caret ml300" > <svg class="h400 h350-l" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path> </svg> </span> </button> <div id="header-nav-login-mobile-modal" class="dn" > <div class="login-modal pointer-events-all absolute-l bg--neutral-0-l mt400-l pl600 pl0-l pb450 pb0-l right0-l w-100p w425-l"> <a aria-label="Sprout Social Login" class="c--text-inverse c--text-l flex fw-bold-l hover-bg--neutral-200-l hover-no-underline items-center justify-between py350 pa400-l w-100p" href="https://app.sproutsocial.com/dashboard/" rel="noopener noreferrer" target="_blank" title="Sprout Social Login" > <div class="flex items-center"> <svg xmlns="http://www.w3.org/2000/svg" width="16" height="18" viewBox="0 0 16 18" fill="none"> <path fill-rule="evenodd" clip-rule="evenodd" d="M9.5 14.5H5L1.70711 17.7929C1.5745 17.9255 1.39464 18 1.20711 18C0.816583 18 0.5 17.6834 0.5 17.2929V6C0.5 2.68629 3.18629 0 6.5 0H15.5V8.5C15.5 11.8137 12.8137 14.5 9.5 14.5ZM12.9393 1.5H7.75V6.68934L12.9393 1.5ZM14 2.56065L8.81066 7.75H14V2.56065ZM13.9378 9.25C13.5807 11.3783 11.7297 13 9.5 13H4.37868L2 15.3787V14.5607L7.31066 9.25H13.9378ZM2 12.4393L6.25 8.18933V1.50683C3.881 1.63655 2 3.59861 2 6V12.4393Z" fill="#364141"/> </svg> <span class="f300 f400-m f400-xm f300-l ml300">Sprout Social<span class="screenreader"> Login</span></span> </div> <svg class="dn dib-l" height="16" role="img" viewBox="0 0 256 512" width="16" xmlns="http://www.w3.org/2000/svg" title="Sprout Social Login" aria-labelledby="fa_angle_right_793794796" > <title id="fa_angle_right_793794796">Sprout Social Login</title> <path fill="currentColor" d="M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z"></path> </svg> </a> <a aria-label="Employee Advocacy Login" class="c--text-inverse c--text-l flex fw-bold-l hover-bg--neutral-200-l hover-no-underline items-center justify-between py350 pa400-l w-100p" href="https://advocacy.sproutsocial.com/login" rel="noopener noreferrer" target="_blank" title="Employee Advocacy Login" > <div class="flex items-center"> <svg xmlns="http://www.w3.org/2000/svg" width="15" height="18" viewBox="0 0 15 18" fill="none"> <path fill-rule="evenodd" clip-rule="evenodd" d="M15 2.625C15 4.07475 13.8247 5.25 12.375 5.25C10.9253 5.25 9.75 4.07475 9.75 2.625C9.75 1.17525 10.9253 0 12.375 0C13.8247 0 15 1.17525 15 2.625ZM13.5 2.625C13.5 3.24632 12.9963 3.75 12.375 3.75C11.7537 3.75 11.25 3.24632 11.25 2.625C11.25 2.00368 11.7537 1.5 12.375 1.5C12.9963 1.5 13.5 2.00368 13.5 2.625Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M8.5 5.7998C8.5 7.04245 7.49264 8.0498 6.25 8.0498C5.00736 8.0498 4 7.04245 4 5.7998C4 4.55716 5.00736 3.5498 6.25 3.5498C7.49264 3.5498 8.5 4.55716 8.5 5.7998ZM7 5.7998C7 6.21402 6.66421 6.5498 6.25 6.5498C5.83579 6.5498 5.5 6.21402 5.5 5.7998C5.5 5.38559 5.83579 5.0498 6.25 5.0498C6.66421 5.0498 7 5.38559 7 5.7998Z" fill="#364141"/> <path d="M1.5 10.5C2.32843 10.5 3 9.82843 3 9C3 8.17157 2.32843 7.5 1.5 7.5C0.671573 7.5 0 8.17157 0 9C0 9.82843 0.671573 10.5 1.5 10.5Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M6.25 14.5C7.49264 14.5 8.5 13.4926 8.5 12.25C8.5 11.0074 7.49264 10 6.25 10C5.00736 10 4 11.0074 4 12.25C4 13.4926 5.00736 14.5 6.25 14.5ZM6.25 13C6.66421 13 7 12.6642 7 12.25C7 11.8358 6.66421 11.5 6.25 11.5C5.83579 11.5 5.5 11.8358 5.5 12.25C5.5 12.6642 5.83579 13 6.25 13Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M12.375 11.6299C13.8247 11.6299 15 10.4546 15 9.00488C15 7.55514 13.8247 6.37988 12.375 6.37988C10.9253 6.37988 9.75 7.55514 9.75 9.00488C9.75 10.4546 10.9253 11.6299 12.375 11.6299ZM12.375 10.1299C12.9963 10.1299 13.5 9.6262 13.5 9.00488C13.5 8.38356 12.9963 7.87988 12.375 7.87988C11.7537 7.87988 11.25 8.38356 11.25 9.00488C11.25 9.6262 11.7537 10.1299 12.375 10.1299Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M15 15.375C15 16.8247 13.8247 18 12.375 18C10.9253 18 9.75 16.8247 9.75 15.375C9.75 13.9253 10.9253 12.75 12.375 12.75C13.8247 12.75 15 13.9253 15 15.375ZM13.5 15.375C13.5 15.9963 12.9963 16.5 12.375 16.5C11.7537 16.5 11.25 15.9963 11.25 15.375C11.25 14.7537 11.7537 14.25 12.375 14.25C12.9963 14.25 13.5 14.7537 13.5 15.375Z" fill="#364141"/> </svg> <span class="f300 f400-m f400-xm f300-l ml300">Employee Advocacy<span class="screenreader"> Login</span></span> </div> <svg class="dn dib-l" height="16" role="img" viewBox="0 0 256 512" width="16" xmlns="http://www.w3.org/2000/svg" title="Employee Advocacy Login" aria-labelledby="fa_angle_right_454362971" > <title 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><div class="absolute flex top0 left0 w-100p h-100p"><svg width="12" height="18" viewBox="0 0 12 18" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M6.09497 1V9.00943" stroke="#273333" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"/><path d="M3.42493 3.7725L6.09474 1L8.86724 3.7725" stroke="#273333" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"/><path d="M9.70455 6.51025H11.3969C11.4897 6.51025 11.4897 6.51025 11.4897 6.60147V16.9088C11.4897 17 11.4897 17 11.3969 17H1.09283C1 17 1 17 1 16.9088V6.60147C1 6.51025 1 6.51025 1.09283 6.51025H2.69235" stroke="#273333" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"/></svg><span class="ml400">Share Resource</span></div></amp-social-share></section> </div> </div> <div class="mw-83p-m mw-83p-xm mx-auto-m mx-auto-xm mw600-l px350 w-100p"> <div class="Post-content"> <p>To win, you need to know your opponent well. This means getting a nuanced perspective of their strengths and weaknesses—and understanding how your target audience perceives them. Competitive market research is the key to achieving this. It helps you better understand your top competitors and monitor market trends to refine your strategy based on data.</p> <p>Social listening serves as a powerful <a href="https://sproutsocial.com/insights/competitive-analysis/">competitive analysis</a> tool, extracting targeted brand insights from widespread online conversations across social networks. You get real-time insights into consumer behavior, emerging trends and competitors’ activities, which you can use to promptly pivot strategies and stay ahead of the game.</p> <p>Let’s dive deeper into how social listening gives you an edge when used for market research.</p> <h2>The competitive advantage of using social listening for marketing research</h2> <p><a href="https://sproutsocial.com/features/social-media-listening/">Social listening</a> empowers you with real-world insights extracted from raw, unfiltered brand-related online chatter for a birds’ eye-view of the competitive landscape. These insights help you refine marketing strategies to optimize your return on investment (ROI). They also help you uncover whitespace opportunities to innovate and expand on product, pricing and geographic expansion strategies.</p> <p>Competitive research also gives you insight into macro consumer trends such as the influence of <a href="https://www.statista.com/chart/31264/change-in-us-consumer-prices-by-expenditure-category/" target="_blank" rel="noopener">elevated consumer prices</a> on overall spending habits and brand preferences. Or, how to better target Gen Z, a demographic known for its high purchasing power and unique consumer behavior.</p> <p><a href="https://sproutsocial.com/insights/competitive-intelligence/">Competitive intelligence</a> is especially critical in social media marketing because of the nature of social. As new platforms, features and trends emerge, social teams must keep competitive market research on their radar to prep for 2024.</p> <p>Competitive listening gives social teams swift, comprehensive insights simultaneously from across social platforms, review sites and customer forums—at a fraction of the cost and time traditional research methods take. You’re able to overcome flux in platform algorithms and face continuously evolving consumer behavior. You also understand how your competitors are navigating these shifts and adapting their strategies to meet them.</p> <p><a href="https://sproutsocial.com/insights/sentiment-analysis/">Analyze sentiment</a> in thousands of brand conversations to address customer needs more productively and ensure the competition doesn’t affect your market share.</p> <h2>Pairing cross-departmental knowledge with social listening for deeper insights</h2> <p>Social listening data gives you a deep understanding of your business environment not just for marketing but also other key areas such as product enhancement, finding growth opportunities and informing <a href="https://sproutsocial.com/social-customer-service/">customer care</a>.</p> <p>Per <a href="https://sproutsocial.com/insights/data/harris-insights-report-2023/">The State of Social Media Report</a>, 95% of business executives agree companies must rely more heavily on social media data to inform business decisions outside of marketing.</p> <figure class="tc"><img fetchpriority="high" decoding="async" class="db mx-auto" src="https://media.sproutsocial.com/uploads/2023/11/Data-Viz-Stat-Call-Out-Increase-2-1024x1024.jpg" alt="Image that says, per The State of Social Media Report, 95% of business executives agree companies must rely more heavily on social media data to inform business decisions outside of marketing." width="600" height="600" /></figure> <p>There is a reason behind this. As the latest <a href="https://sproutsocial.com/insights/index/">Sprout Social Index ™</a> revealed, 68% of customers follow brands on social to stay informed about new products or services. They ask questions, talk to each other and discuss product and service alternatives. This is a wealth of customer-driven information waiting to be harnessed.</p> <figure class="tc"><img decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2023/06/1-1-Index-2023-What-Consumers-Want-Chart-1-1024x1024.png" alt="A Sprout Social Index 2023™ infographic highlighting the type of content consumers want to see on social from brands and why they follow these brands. The top factor is information on products and services." width="600" height="600" /></figure> <p>That’s why pairing cross-departmental knowledge with social listening insights is a win-win.</p> <p>Social <a href="https://sproutsocial.com/insights/competitor-analysis-tools/">competitor analysis tools</a> enable you to combine internal knowledge and social media intelligence to bridge disparities between how you think your audience perceives your brand and their actual sentiment. These insights, paired with data from your own CRM, product research and sales data, give you an even clearer picture of how to grow market share.</p> <p>Building materials pioneer, <a href="https://sproutsocial.com/insights/case-studies/james-hardie/">James Hardie®</a>, uses social listening for competitive research to do just this. They engage in audience and trend analysis, research product sentiment, identify industry influencers and conduct competitor comparisons to build holistic brand strategies beyond marketing.</p> <p>“Not only is it good from a brand health and marketing angle, it’s also important information we can pass on to our sales teams and product teams. We can find trends and common themes that come up in conversations. We can identify not only our own brand advocates but brand advocates for our competition,” says Bridget Kulla, Senior Digital Marketing Manager at James Hardie.</p> <p>Here’s a quick look at how you can combine insights from various departments with social listening.</p> <h3>Identify patterns and correlations</h3> <p>Look for patterns and overlaps between your internal knowledge and what social listening data reveals. Use <a href="https://sproutsocial.com/insights/competitor-mapping/">competitor mapping</a> to contextualize your research and competitive data. This exercise will help you identify competitors that weren’t even on your radar before, enabling a more in-depth understanding of your market.</p> <h3>Integrate social listening workflows</h3> <p>Work with department leaders across the organization to educate all team members on the power of what social listening can do and where social insights can plug into their workflows.</p> <h3>Track listening data by topics</h3> <p>Marketing, sales and product teams each focus on different aspects of your brand experience. By narrowing your <a href="https://sproutsocial.com/insights/social-media-listening/">social media listening</a> focus on data that is truly relevant to your goals, you can get insights from thousands of social conversations without getting overwhelmed.</p> <p>Sprout’s Listening solution enables this kind of detailed competitive research analysis to facilitate cross-departmental collaboration. Our competitive listening capabilities help you identify keywords and hashtags in competitor-related conversations, revealing common topics in your industry.</p> <p>Users can create Groups to analyze multiple competitors in one view and create separate Competitive Analysis Listening Templates to analyze data by product names. This is especially useful for large brands with multiple product lines.</p> <p>Our integrated, AI-driven <a href="https://support.sproutsocial.com/hc/en-us/articles/360017807291-Social-Listening-Query-Builder">Query Builder</a> provides customization options for your listening allowing you to include or exclude keywords. Here’s a quick video of the tool in action cutting through the noise in social listening.</p> <p><a href="https://www.linkedin.com/posts/sprout-social-inc-_analyzing-the-awareness-efforts-from-the-activity-7089703276522164224-3SmG/?utm_source=share&utm_medium=member_desktop" target="_blank" rel="noopener"><img decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2023/11/Screenshot-2023-11-24-at-1.01.10-PM-1024x1003.png" alt="Screenshot of a LinkedIn video that shows how Sprout's Query Builder cuts through the noise in social listening." width="600" height="588" /></a></p> <h2>How to champion your social listening findings across your organization</h2> <p>A key part of <a href="https://sproutsocial.com/insights/social-media-competitive-analysis/">social media competitive analysis</a> is ensuring you can build a collective narrative from all your research. This is necessary to champion your social listening research as a resource for decision-making to drive your business forward.</p> <p>To get cross-organizational buy-in for listening insights, you also need to break down data silos and make sure your findings are digestible and actionable, especially for exec audiences.</p> <p>Sprout Listening’s competitive analysis reports and templates with pre-designed topic templates help you achieve this. These templates give your teams access to unfiltered data from millions of social conversions to build winning brand strategies. And, they consolidate all your competitive research data into a unified source to facilitate swift collaboration across departments.</p> <p>The template provides a comprehensive side-by-side comparison of key metrics, including total engagement, potential impressions, brand sentiment and share of voice. This allows for a straightforward analysis of your brand’s performance in comparison to competitors. These metrics also offer an in-depth understanding of which brand is leading the conversation and how your target audience perceives you versus the competition.</p> <p>Use the templates to:</p> <h3>Find insights by network</h3> <p>Gain valuable insights into your content performance on different platforms such as Facebook, Instagram, and X (formerly known as Twitter) through network-specific performance and engagement reports. These <a href="https://sproutsocial.com/insights/competitive-analysis-report/">competitive reports</a> give you a comparative view of which networks your competitors are heavily investing in, which in turn can inform your platform strategy or highlight a content gap you can fill for your audience.</p> <figure class="tc"><img loading="lazy" decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2022/09/PI_Analytics_Reports_Custom_Report_Facebook-1024x624.png" alt="A screenshot of Sprout's customized reporting capabilities. This custom report is a Facebook summary of impressions, engagement, post-click links and publishing behavior." width="600" height="466" /></figure> <p>Also use Sprout’s Custom Reports to share relevant insights across departments. These reports help your teams combine cross-network competitor engagement and listening data for a holistic view.</p> <figure class="tc"><img loading="lazy" decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2023/10/Screenshot-2023-10-10-at-11.57.48-AM-1024x561.png" alt="A screenshot of a custom report in Sprout where the Cross-Network Competitors Summary widget and Cross-Network Competitors Engagement widget have been selected for the custom report to highlight competitor performance. " width="600" height="329" /></figure> <h3>Spot top industry and competitor trends</h3> <p>Discover prominent trends and topics within your industry and extract insights on a number of factors such as competitors, content types, message styles and audience sentiment. Utilize keyword filters to refine your search and choose a date range to examine both long-term and short-term competitive trends.</p> <p>For example, listening data can reveal an <a href="https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/consumers-care-about-sustainability-and-back-it-up-with-their-wallets" target="_blank" rel="noopener">upward trend</a> in consumer demand for products that are ethically sourced and environmentally friendly, which can influence your overall brand strategy and differentiate you from the crowd.</p> <figure class="tc"><img loading="lazy" decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2023/01/PI_Listening_Competitive_Analysis_Performance-1024x624.png" alt="A screenshot of Sprout Social's Competitive Analysis dashboard that demonstrates how three competitors compare in share of voice, impressions, engagements and sentiment." width="600" height="466" /></figure> <p>Assess detailed content performance and engagement data across Facebook, X and Instagram based on the uniqueness of each social network. For instance, content that excels on Instagram may not perform as well on Facebook due to differences in format and user behavior.</p> <figure class="tc"><img loading="lazy" decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2023/11/Screenshot-2023-11-24-at-1.20.41-PM-1024x623.png" alt="A screenshot of Sprout analytics that shows cross-network performance summaries and the different content types on each network." width="600" height="365" /></figure> <h3>Identify areas of growth</h3> <p>Analyze feedback about your product and service to proactively address customer concerns and identify areas for improvement and growth. Also analyze competitor feedback and use those findings to refine your own ad messaging and develop more targeted selling propositions. This approach enables you to differentiate your brand while staying vigilant on competitor performance.</p> <h3>Integrate findings across your tech stack</h3> <p>Further strengthen the value of your competitive analysis by integrating your competitive research across your company’s tech stack. With Sprout’s <a href="https://sproutsocial.com/tableau/">Tableau Business Intelligence (BI) Connector</a>, you can aggregate insights from multiple systems into rich data visualizations of key metrics throughout your customer journey. Track social engagements, average response rates for <a href="https://sproutsocial.com/insights/social-media-customer-service/">social customer care</a> initiatives and your competitive share of voice.</p> <p>You can also customize visuals and gain an immersive view by mapping social engagements and conversion rates to sales data.</p> <figure class="tc"><img loading="lazy" decoding="async" class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2022/12/PI_Tableau_Dashboard.png" alt="A screenshot of a Tableau dashboard populated with Sprout Social data and other digital marketing data (banner ad impressions and email click through rates). The dashboard includes an interactive map that breaks down engagements per state." width="600" height="466" /></figure> <h2>Put your competitive marketing research to use for a better 2024</h2> <p>Use social listening to conduct a thorough SWOT (strengths, weaknesses, opportunities, threats) analysis for yourself and your key competitors. This approach to competitive market research will provide you with actionable insights to navigate successfully through 2024 and beyond.</p> <p>From analyzing your competitors’ pricing strategies and value props to assessing gaps in your content strategy, use Sprout’s listening templates and reports to identify opportunities and differentiate your brand from competitors.</p> <p><a href="https://sproutsocial.com/demo/">Request a demo</a> to deep dive into insights that matter.</p> </div> <footer class="pt500 dn-p"> <div class="mw900 mx-auto w-100p"> <div class="flex w-100p"> <div class="flex items-center pr300 pt200"> <svg class="" height="16" role="img" viewBox="0 0 512 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M0 252.118V48C0 21.49 21.49 0 48 0h204.118a48 48 0 0 1 33.941 14.059l211.882 211.882c18.745 18.745 18.745 49.137 0 67.882L293.823 497.941c-18.745 18.745-49.137 18.745-67.882 0L14.059 286.059A48 48 0 0 1 0 252.118zM112 64c-26.51 0-48 21.49-48 48s21.49 48 48 48 48-21.49 48-48-21.49-48-48-48z"></path> </svg> </div> <span class="screenreader">Categories</span> <ul class="flex flex-wrap items-center list pl0"> <li class="mt0 px300 py400 py0-l pb200-l"> <a href="https://sproutsocial.com/insights/competitive-value/" class="br--x dib f300 fw-bold f200-ns px300 wsnw bg--aqua-200 c--text" > Competitive Strategies </a> </li> <li class="mt0 px300 py400 py0-l pb200-l"> <a href="https://sproutsocial.com/insights/social-listening/" class="br--x dib f300 fw-bold f200-ns px300 wsnw bg--aqua-200 c--text" > Social Listening </a> </li> </ul> </div> <div class="mt450 mb600"> <div class="flex items-center"> <svg class="mr300" height="24" role="img" viewBox="0 0 24 24" width="24" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M5.5 4C4.67157 4 4 4.67157 4 5.5V9.75C4 10.5784 4.67157 11.25 5.5 11.25H9.75C10.5784 11.25 11.25 10.5784 11.25 9.75V5.5C11.25 4.67157 10.5784 4 9.75 4H5.5Z" /><path d="M14.25 4C13.4216 4 12.75 4.67157 12.75 5.5V9.75C12.75 10.5784 13.4216 11.25 14.25 11.25H18.5C19.3284 11.25 20 10.5784 20 9.75V5.5C20 4.67157 19.3284 4 18.5 4H14.25Z" /><path d="M4 14.3C4 13.4716 4.67157 12.8 5.5 12.8H9.75C10.5784 12.8 11.25 13.4716 11.25 14.3V18.55C11.25 19.3784 10.5784 20.05 9.75 20.05H5.5C4.67157 20.05 4 19.3784 4 18.55V14.3Z" /><path d="M14.25 12.8C13.4216 12.8 12.75 13.4716 12.75 14.3V18.55C12.75 19.3784 13.4216 20.05 14.25 20.05H18.5C19.3284 20.05 20 19.3784 20 18.55V14.3C20 13.4716 19.3284 12.8 18.5 12.8H14.25Z"</path> </svg> <span>In <a href="https://sproutsocial.com/insights/competitive-analysis/">Competitive Analysis</a></span> </div> </div> </div> <div class="mw900 mx-auto pt500 w-100p"> <div class="b--neutral-200 bb bt flex py500 w-100p"> <div class="pr450 flex-none"> <a href="https://sproutsocial.com/insights/author/annettechacko/" title="" style="" aria-hidden="true" tabindex="-1" class="db" > <img src="https://media.sproutsocial.com/uploads/2023/03/1BCD14B9-A746-4502-983C-C303FF934619_1_201_a-96x96.jpeg" class="Avatar b--neutral-200 ba square700" loading="lazy"/> </a> </div> <div> <p class="f300 fw-bold">Annette Chacko</p> <p class="f300 f200-l mt0">Annette Chacko is a Content Strategist at Sprout where she merges her expertise in technology with social to create content that helps businesses grow. 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0-17z"></path></svg></span></span></button><div id="Integrations-m-sublist3" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Integrations"><li class="mt0" aria-label="Facebook Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/facebook/" > Facebook Management </a></li><li class="mt0" aria-label="X Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/twitter/" > X Management </a></li><li class="mt0" aria-label="Instagram Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/instagram/" > Instagram Management </a></li><li class="mt0" aria-label="LinkedIn Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/linkedin/" > LinkedIn Management </a></li><li class="mt0" aria-label="Pinterest Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/pinterest/" > Pinterest Management </a></li><li class="mt0" aria-label="TikTok Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/tiktok/" > TikTok Management </a></li><li class="mt0" aria-label="YouTube Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/youtube/" > YouTube Management </a></li><li class="mt0" aria-label="Salesforce"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/salesforce/" > Salesforce </a></li><li class="mt0" aria-label="All Integrations"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/" > All Integrations </a></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Integrations"> Integrations </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Integrations"><li class="mt200" aria-label="Facebook Management"><a href="/integrations/facebook/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Facebook Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="X Management"><a href="/integrations/twitter/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > X Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Instagram Management"><a href="/integrations/instagram/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Instagram Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="LinkedIn Management"><a href="/integrations/linkedin/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > LinkedIn Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Pinterest Management"><a href="/integrations/pinterest/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Pinterest Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="TikTok Management"><a href="/integrations/tiktok/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > TikTok Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="YouTube Management"><a href="/integrations/youtube/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > YouTube Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Salesforce"><a href="/salesforce/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Salesforce <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="All Integrations"><a href="/integrations/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > All Integrations <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Company-m-footer-dropdown4" aria-expanded="false" aria-controls="Company-m-sublist4"><span id="Company-m-footer-dropdown4" class="flex justify-between items-center w-100p"><span class="db"> Company </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Company-m-sublist4" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Company"><li class="mt0" aria-label="About Sprout"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/about/" > About Sprout </a></li><li class="mt0" aria-label="Pricing"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/pricing/" > Pricing </a></li><li class="mt0" aria-label="Contact Us"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/contact-us/" > Contact Us </a></li><li class="mt0" aria-label="Careers"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/careers/" > Careers </a></li><li class="mt0" aria-label="Customers"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/customers/" > Customers </a></li><li class="mt0" aria-label="Investors"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="https://investors.sproutsocial.com" target="_blank" > Investors </a></li><li class="mt0" aria-label="Sustainability"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/sustainability/" > Sustainability </a></li><li class="mt0" aria-label="Security"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/security/" > Security </a></li><li class="mt0" aria-label="Trust Center"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/trust-center/" > Trust Center </a></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Company"> Company </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Company"><li class="mt200" aria-label="About Sprout"><a href="/about/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > About Sprout <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Pricing"><a href="/pricing/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Pricing <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Contact Us"><a href="/contact-us/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Contact Us <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Careers"><a href="/careers/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" > Careers <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Customers"><a href="/customers/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Customers <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Investors"><a href="https://investors.sproutsocial.com" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" target="_blank" rel="noopener noreferrer" > Investors <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Sustainability"><a href="/sustainability/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Sustainability <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Security"><a href="/security/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Security <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Trust Center"><a href="/trust-center/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Trust Center <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Resources-m-footer-dropdown5" aria-expanded="false" aria-controls="Resources-m-sublist5"><span id="Resources-m-footer-dropdown5" class="flex justify-between items-center w-100p"><span class="db"> Resources </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Resources-m-sublist5" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Resources"><li class="mt0" aria-label="The Sprout Social Index"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/index/" > The Sprout Social Index <span style="font-size:9px;" class="v-top">TM</span></a></li><li class="mt0" aria-label="Sprout Blog"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/" > Sprout Blog </a></li><li class="mt0" aria-label="Arboretum"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="https://community.sproutsocial.com/" > Arboretum </a></li><li class="mt0" aria-label="Resource Center"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/insights/resources/" > Resource Center </a></li><li class="mt0" aria-label="Social Media Glossary"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/glossary/" > Social Media Glossary </a></li><li class="mt0" aria-label="Find Influencers"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/influencer-marketing/find-influencers/" > Find Influencers </a></li><li class="mt0" aria-label="Agency Partner Directory"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="/partner-directory" > Agency Partner Directory </a></li><li class="mt0" aria-label="Affiliate and Referrals"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/partnership-program/" > Affiliate and Referrals </a></li><li class="mt0" aria-label="Brand Assets"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 sl_norewrite f200" href="https://seeds.sproutsocial.com/brand-assets/" > Brand Assets </a></li><li class="f200 mt0 " aria-label="Free Social Media Tools"><button class="button-reset db w-100p pa0 js-accordion-button c--neutral-700 hover-c--neutral-800 py300 flex items-center" aria-labelledby="Resources-m-footer-dropdown10" aria-expanded="false" aria-controls="Resources-m-sublist10"><span id="Resources-m-footer-dropdown10" class="flex items-center"> Free Social Media Tools </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Resources-m-sublist10" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Resources-sublist10"><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/landscape/" > Landscape Image Resizer </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/templates/" > Free Social Media Templates </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/free-tools/" > All Free Social Media Tools </a></li></ul></div></li><li class="f200 mt0 " aria-label="Social Media Topics"><button class="button-reset db w-100p pa0 js-accordion-button c--neutral-700 hover-c--neutral-800 py300 flex items-center" aria-labelledby="Resources-m-footer-dropdown11" aria-expanded="false" aria-controls="Resources-m-sublist11"><span id="Resources-m-footer-dropdown11" class="flex items-center"> Social Media Topics </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Resources-m-sublist11" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Resources-sublist11"><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-scheduling-tools/" > Social Media Scheduling </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/crisis-communication-examples/" > Crisis Communications </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/reputation-management/" > Reputation Management </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-statistics/" > Social Media Statistics </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/competitive-analysis/" > Social Competitive Analysis </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/what-is-employee-advocacy/" > Employee Advocacy </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-reporting/" > Social Media Reporting </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-roi/" > Social Media ROI </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-management/" > Social Media Management </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-marketing-strategy/" > Social Media Marketing </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-listening/" > Social Media Listening </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/business-intelligence/" > Business Intelligence </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-analytics/" > Social Media Analytics </a></li></ul></div></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Resources"> Resources </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Resources"><li class="mt200" aria-label="The Sprout Social Index"><a href="/insights/index/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > The Sprout Social Index <span style="font-size:9px;" class="v-top">TM</span></a></li><li class="mt200" aria-label="Sprout Blog"><a href="/insights/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Sprout Blog <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Arboretum"><a href="https://community.sproutsocial.com/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" > Arboretum <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Resource Center"><a href="/insights/resources/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" > Resource Center <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Media Glossary"><a href="/glossary/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" > Social Media Glossary <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Find Influencers"><a href="/influencer-marketing/find-influencers/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" > Find Influencers <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Agency Partner Directory"><a href="/partner-directory" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" > Agency Partner Directory <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Affiliate and Referrals"><a href="/partnership-program/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Affiliate and Referrals <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Brand Assets"><a href="https://seeds.sproutsocial.com/brand-assets/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" > Brand Assets <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200 " aria-label="Free Social Media Tools"><button class="button-reset db c--neutral-700 hover-c--neutral-800 f200 px0 tl w-100p js-accordion-button flex items-center" aria-label="Free Social Media Tools" aria-expanded="false" aria-controls="Resources-sublist10"><span id="Resources-footer-dropdown10" class="flex items-center fw-normal">Free Social Media Tools</span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Resources-sublist10" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Resources-sublist10"><li class="mt200 fw-normal"><a href="/landscape/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Landscape Image Resizer </a></li><li class="mt200 fw-normal"><a href="/templates/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Free Social Media Templates </a></li><li class="mt200 fw-normal"><a href="/free-tools/" class="db c--neutral-700 hover-c--neutral-800 f200 " > All Free Social Media Tools </a></li></ul></div></li><li class="mt200 " aria-label="Social Media Topics"><button class="button-reset db c--neutral-700 hover-c--neutral-800 f200 px0 tl w-100p js-accordion-button flex items-center" aria-label="Social Media Topics" aria-expanded="false" aria-controls="Resources-sublist11"><span id="Resources-footer-dropdown11" class="flex items-center fw-normal">Social Media Topics</span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Resources-sublist11" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Resources-sublist11"><li class="mt200 fw-normal"><a href="/insights/social-media-scheduling-tools/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Social Media Scheduling </a></li><li class="mt200 fw-normal"><a href="/insights/crisis-communication-examples/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Crisis Communications </a></li><li class="mt200 fw-normal"><a href="/insights/reputation-management/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Reputation Management </a></li><li class="mt200 fw-normal"><a href="/insights/social-media-statistics/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Social Media Statistics </a></li><li class="mt200 fw-normal"><a href="/insights/competitive-analysis/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Social Competitive Analysis </a></li><li class="mt200 fw-normal"><a href="/insights/what-is-employee-advocacy/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Employee Advocacy </a></li><li class="mt200 fw-normal"><a href="/insights/social-media-reporting/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Social Media Reporting </a></li><li class="mt200 fw-normal"><a href="/insights/social-media-roi/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Social Media ROI </a></li><li class="mt200 fw-normal"><a href="/insights/social-media-management/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Social Media Management </a></li><li class="mt200 fw-normal"><a href="/insights/social-media-marketing-strategy/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Social Media Marketing </a></li><li class="mt200 fw-normal"><a href="/insights/social-media-listening/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Social Media Listening </a></li><li class="mt200 fw-normal"><a href="/insights/business-intelligence/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Business Intelligence </a></li><li class="mt200 fw-normal"><a href="/insights/social-media-analytics/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Social Media Analytics </a></li></ul></div></li></ul></div></nav><div class="bt-l b--neutral-200 flex-l items-center-l mw900 mx-auto py600"><div class="px400 w-100p mw-16p-l relative"><button id="languagePicker" type="button" aria-expanded="false" aria-controls="languagePickerOptions" aria-label="Toggle Language picker" class="accordion-trigger button-reset db ma0 pa0 bg-transparent bn flex items-center f300 fw-bold overflow-hidden w-100p w-auto-ns js-accordion-button" ><div class="db w100 h450" aria-hidden="true"><svg width="14" height="18" fill="currentColor" 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Why Competitive Market Research Is Crucial For Social Teams In 2024