Knowledge Networks Adds Custom Social Media Analytics to Identify Effects on Societal Issues and Brands

Posting 37% revenue growth in 2010, research firm continues focus on actionable input to clients’ decisions, public sector research

MENLO PARK, Calif.--()--Knowledge Networks is expanding its social media offerings to include custom analytics, giving marketers and researchers comprehensive information about social media’s effects on product categories and how “SoMe” (a.k.a., social media) conversations reveal people’s feelings about specific products or topics.

By enabling an increasingly customized focus in studies of social media dialogue, Knowledge Networks is helping researchers and marketers alike take social media to a new level of relevance, and define its return on investment.

In 2010, Knowledge Networks partnered with MediaPost Communications to launch the syndicated component of The Faces of Social MediaSM; this ongoing, breakthrough research has defined five major social media user segments and revealed their influence on 39 product categories.

The syndicated Faces research -- utilizing KN’s probability-based KnowledgePanel® -- has shown that

  • Four-in-five 13-80 year olds use social media; daily users are now a fifth of the U.S. population
  • Almost one-fifth of “SoMe” users indicate that it has an influence on their purchase decisions
  • 13% of those using social media at least weekly discover new brands or products through it – about 10 million 18-to-80 year olds
  • Social media’s influence on product decisions varies widely by category – Influence Score range of 193 to 46

To add custom analytics to its Faces of Social Media product suite, Knowledge Networks has engaged Collective Intellect, whose proprietary semantic engine is able to process tens of millions conversations daily from over 100 million authors. In the past 12 months, CI has collected billions of social media records from public sources such as blogs, message boards, Facebook, and Twitter; these records are the basis of KN’s analyses.

“Broadening our social media capabilities is another sign of KN’s commitment to giving clients the most current, complete and precise information they need for key decisions,” said Simon Kooyman, CEO of Knowledge Networks. “Providing targeted and actionable insights for specific issues or research subjects is a core element of the approach that has given us exceptional growth and very high client satisfaction. We are pulling social media and other data streams out of their usual silos and giving clients a perspective on the complete picture of societal issues and brands.”

“Collective Intellect is excited to be collaborating with Knowledge Networks to help integrate social media as a complement to their overall research approach,” said Don Springer, CEO of Collective Intellect. “We look forward to broadly supporting Knowledge Networks as they help their clients gain social intelligence from consumers’ natural discussions of lifestyles, categories, products and services. When combined with traditional methodologies, even broader insights are obtained."

With the new custom analytics capabilities, KN can help clients

  • identify market trends that lead to new marketing and product tactics
  • determine which social media marketing activities and messages have the greatest ROI potential
  • diagnose how brands are performing on the social media landscape
  • illuminate new product acceptance and reception as input to course corrections
  • evaluate whether key advertising messages are being reflected in social media conversations – a marker of campaign progress

The introduction of the new social media offerings follows a year that saw Knowledge Networks achieve 37.1% growth in revenues. Organic revenue growth – without the effects of the 2009 acquisitions of CMR and Dimestore Media – was 20.9%; when compared to 2008 revenues, organic growth in 2010 was a healthy 14.6%.

About KN’s performance in 2010, CEO Simon Kooyman said: “We are most grateful to our clients and employees, who made this growth possible. In true partnership form we have demonstrated that the demand for highly accurate research is strong and, if done right, can actually be delivered through on-line research and sophisticated analytics. We continue to re-invest in exciting new products and services, such as on-line qualitative, mobile, social media, Latino and video research.”

Knowledge Networks is passionate about research in marketing, media, health and social policy – collaborating closely with client teams throughout the research process, while applying rigor in everything we do. We specialize in innovative online research that consistently gives leaders in business, government, and academia the confidence to make important decisions.

KN delivers affordable, statistically valid online research through KnowledgePanel® and leverages a variety of other assets, such as world class advanced analytics, an industry-leading physician panel, an innovative platform for measuring online ad effectiveness, and a research-ready behavioral database of frequent supermarket and drug store shoppers.


Knowledge Networks
David Stanton, 908-497-8040
VP, Marketing Communications

Release Summary

After reporting 37% growth for 2010, Knowledge Networks is expanding its social media offerings to include custom analytics for marketers and researchers.


Knowledge Networks
David Stanton, 908-497-8040
VP, Marketing Communications