Social listening
Monitoring public conversation on social platforms, forums and review sites for mentions, themes and sentiment about a brand or category.
Social listening is an always-on source nobody has to be surveyed for. Its weakness is representativeness, because the people posting are not the market.
Insights engineers use it as an early-warning feed that triggers a question. They do not treat it as an answer by itself.
Related terms
Part of the insights engineer definition hub.