What Makes Twitter Data Unique?

3 ways the social network can help researchers and brands understand consumers

Having the world at your fingertips used to mean something along the lines of achieving success and being on top of the world. But now, you can have the world at your fingertips with Twitter, browsing through tweets from across the globe.
In a way, browsing Twitter is like using Google, but social and customizable. Search for any term on Twitter and you will be able to sift through relevant tweets about any topic or event. While you can search for anything on Twitter, we’ve identified several key uses for Twitter that differentiate it from other social media platforms.

Best used for instant reactions, Twitter is valuable for researchers and brands seeking to

  • Analyze real-time reactions
  • Uncover consumer sentiment
  • Dig into its historical archive

As events unfurl, people immediately react to them on Twitter. Our data shows that major scandals, releases, and political events draw high conversation volume.

Uncover Consumer Sentiment

Twitter is not just a platform for disseminating information; it is a place to let your feelings out. Just like a person would complain about a negative experience with a new product or express joy over their favorite sports team’s win in real life, those sentiments translate online to Twitter.
Because of Twitter’s 140-character limit, people do not write carefully thought-out, lengthy posts that would better suit forums. Their reactions are authentic and off-the-cuff. Like cross-sectional data, aggregating consumer sentiment for a topic during a certain period of time serves as a snapshot that can help researchers and brands understand how consumers feel, and why they feel that way.

For example, during the 2016 U.S. presidential election, our data identified fear as the predominant emotion. Without access to Twitter data, the other emotions — fear, sadness, joy, and anger — all would have seemed like reasonable contenders for the most popular emotion.

Dig Into Its Historical Archive

Because Crimson has access to tweets dating back to 2008, analyzing tweets can help uncover trends as they develop. More than a snapshot in time, researchers and brands can conduct time series analysis with our data.

For example, ridesharing wasn’t always the norm. Taxis used to have a greater share of voice. But as Uber and Lyft began operating in more cities, and consumers began flocking to them, the conversation on taxis diminished. The transportation conversation in 2010 is a very different one from 2016. In 2016, ridesharing encompasses the majority of the discussion.


Twitter transformed how individuals share information. Instant, authentic, and perfect for analyzing historical trends, Twitter more than a social platform–it is an arsenal of insights for researchers and brands.
To learn more about the value of each data source using social media analytics, download our complete guide below:

Request a Demo

Ready to transform your business?

Get a walkthrough of Crimson Hexagon and learn how consumer insights can help you make better business decisions.