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Diving deep into a topic of social conversation

Updated: Nov 14, 2022

Good Run Research



NorthStar assisted Good Run Research, a market research firm, who was preparing a new survey on the perceptions of aging and caregiving: how it feels to age in our current times, what it means to be a caregiver, and how perceptions have shifted over the past few years.


The firm recognized the need to optimize their survey language with an analysis of how consumers naturally speak about aging and caregiving. To supplement, NorthStar used a leading social media analytics tool, Brandwatch, to analyze four years of related social media conversation, providing a comprehensive examination of conversation drivers, influencer levels, sentiment, gender, life stage and geographic trends.


The insights enabled the research firm to write their survey, and further their own consumer perception research project, with a stronger understanding of the topic than a stand-alone survey could have accomplished.


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