He said it. I’ve been thinking it. No one has wanted to say it aloud.
Today at the CASRO Annual Conference, Bob Pankauskas discussed innovation and new techniques in his role as director of consumer insights for Allstate Insurance.
During the Q&A, he was asked about Allstate’s use of social media as a research method. He said, “We are pulling back on social media. We are just not getting much incremental information. The dialogues are very superficial and there is not much meat there.”
Allstate has tried several different suppliers and platforms. They have not found one that delivers on the industry hype. For most researchers, social media does not deliver what Bob called “incremental value.” It mostly tells the researcher what they already know.
Today, we had a moment akin to “the Emperor has no clothes.” It feels good to have that out in the open. Thanks Bob.