Every day, millions of consumers share their experiences, perceptions, opinions, and actions from the comfort of their couch. These conversations are happening in real-time on social media channels, blogs, forums and in news site commentary. When in-person research methods aren’t possible…and even once they are again…one way to get an immediate baseline read on consumer wants, needs, sentiment, emotion, timing and influence on a research topic is through social conversation analysis. In this module, the presenters will share why social media conversation analysis is important to researchers, what information is available (teaser: it's not just social media channels!), how to talk about it with clients, and what it takes to get started.