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7 Ways to Do Market Research With LinkedIn

Is your business using LinkedIn? Wondering whether your LinkedIn following is truly interested in your products and services?

In this article, you’ll learn how to do market research on LinkedIn, including reviewing native analytics for important clues.

Why Should Marketers Use LinkedIn for Market Research?

When you do LinkedIn market research, using a range of sources can help you gather more comprehensive data. For business-to-business (B2B) marketers, LinkedIn can help access information like:

• Your audience’s location, industry, and professional details
• How well your LinkedIn audience matches your ideal customer profile
• New audience segments to consider pursuing
• How your company’s and your competitors’ LinkedIn presences compare
• How LinkedIn members talk about your brand, products, and services

7 Ways to Do Market Research on LinkedIn

Let’s look at seven built-in tools you can use to do market research with your LinkedIn presence.

#1: Review LinkedIn Company Page Audience Insights

Your marketing team should have a clear idea of the types of prospects your organization wants to attract to its LinkedIn pages. In most cases, you can reference your organization’s buyer persona to guide your team’s content strategy.

But intentions and reality don’t always align. So who actually follows and engages with your company page? LinkedIn offers extensive analytics to help you understand if you’re attracting ideal customers and identify audience segments that could be worth pursuing.

To access this data, go to your company page and click the Analytics drop-down. Then select Visitors or Followers. Here’s what you can glean from these insights:

LinkedIn Company Page Visitor Analytics

LinkedIn visitor analytics offer insight into who’s clicking through to your company page. At a glance, you can see the number of views, unique visitors, and button clicks your page has tallied, and quickly compare current metrics to those from the previous period.

In addition to seeing when people visited your page, it’s helpful to note which devices they tend to use. If your company page visitors are heavily skewed toward desktop or mobile, you may want to adjust your content for the device your audience prefers.

Do your company page visitors match your buyer persona? Scroll down to see visitor demographics data for your page. Use the drop-down menu to change the chart display. You can toggle between job functions, seniority levels, industries, and other categories.

This data is helpful for getting a sense of who’s seeking out your business on LinkedIn. But keep in mind that some of these users may have visited once and found it irrelevant to their needs so the data may not reflect your core audience.

LinkedIn Company Page Follower Analytics

To get a better sense of who opted into receiving your company page updates, select Followers from the Analytics drop-down. At a glance, you can see your total number of followers and the number you’ve gained during the selected period.

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LinkedIn automatically compares current data to the prior period so you can identify trends. Has your follower growth increased dramatically? There may be rising interest in your business due to your products and services, public relations efforts, or marketing campaigns.

Use the follower chart to spot unusual patterns or trends in activity. Toggle between sponsored and organic metrics or view them together to compare how your paid and unpaid efforts have affected company page growth.

Similar to the platform’s visitor analytics, LinkedIn also provides demographics for followers. Use the drop-down menu to toggle between company size, location, and other metrics to learn more about your company page followers. This information helps you assess how closely they align with your ideal customer profile.

Rather than taking the data at face value, consider what it means for your business. For example, you may notice that the seniority level for your company page followers is much lower than your target customer. That may mean your content is overly basic for your target audience or it may introduce you to an untapped customer segment.

#2: Evaluate LinkedIn Content Analytics

As helpful as company page analytics can be, they tell only part of the story. By checking your content analytics, you can better understand the types of posts that resonate with your audience and the kinds of people (i.e., potential customers) who engage with them.

LinkedIn Company Page Post Analytics

With LinkedIn company page analytics, you can easily track performance for all of the content your team publishes. On the Analytics tab for your company page, select Updates from the drop-down menu to see the Highlights, Metrics and other sections.

Scroll down to the chart and use the drop-down menu to review metrics like impressions, reactions, engagement rate, and clicks. Look for unusual activity like a huge spike in engagement or a big drop in clicks.

Then scroll down to view metrics for individual posts. You can match up the chart activity with relevant posts to confirm what drives the most engagement and interest from your target audience.

In addition to identifying your most and least popular posts, make note of the topics these posts cover and the approaches they use. Which stage of the marketing funnel do your top-performing posts target?

Does your audience reliably react to content about certain products, services, or offers? If your research indicates a ton of interest in certain topics but your sales numbers don’t align, you may want to reconsider which funnel stages you’re targeting and create more full-funnel content.

LinkedIn Personal Profile Analytics

In most cases, the Updates analytics for your LinkedIn company page are going to be the most useful for market research. After all, the people who follow your company page and engage with its content are the most likely potential or existing customers.

But what if you publish a lot of relevant content to your personal LinkedIn profile, too? For example, you may share company page content to your personal profile or post thought leadership content that’s related to your business.

If you’ve switched on LinkedIn’s Creator Mode, you can access helpful summaries of your personal analytics. If you haven’t enabled this option yet, you can do so in just a few seconds. Go to your LinkedIn profile, scroll down to the Resources section, and turn on the Creator Mode switch.

Then return to your profile and scroll down to the Analytics tab. Here you can see an overview of your profile views, search appearances, and post impressions. Click any of these three options to view analytics in greater detail.

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The Content Performance tab is especially helpful for market research, as it summarizes impressions and engagement for your personal posts and provides demographics for users who engaged with your content.

In addition to reviewing the job titles and industries that interact with your content most, you can see the companies where your most engaged followers work. By comparing this data against your company page analytics, you can pinpoint new customer opportunities and identify segments that you may want to target via your company page.

LinkedIn Personal Post Analytics

Wondering what kind of content resonates best with your audience? LinkedIn also offers content performance analytics for personal profiles, making it easy to see what kind of content your audience responds to and what to publish to reach goals efficiently.

To see content analytics, go to your personal profile and scroll down to your Activity tab. Click Show All Activity and select the Articles, Posts, or Documents feed. Then select the content you want to review. Note that you can only see analytics for content you’ve published to your profile, which doesn’t include reposts.

Click View Analytics under any item to see impressions and engagement for any post or article. Select any type of engagement to see detailed insights including top job titles, industries, and locations among engaged users. Spot any interesting titles? Some may be worth targeting with future paid or organic content.

Similar to company page content, you can also view demographics for the people your personal content reached. Go back to the main analytics page for your post and scroll down to toggle through all the demographic options.

#3: Check LinkedIn Mentions

Understanding how LinkedIn users respond to your company page and the content you publish is invaluable for market research. But it’s also helpful to see how customers and prospects talk about your business.

To find your company page mentions, go to the Activity tab and select Mentions. Then review the content to assess sentiment, identify common topics, and pinpoint popular questions. You can use this data to inform your content strategy, improve customer service, and even guide product development.

#4: Compare LinkedIn Competitor Analytics

Reviewing analytics for your own company page, audience, and posts is critical for market research. But it’s also important to factor in competitor activities and performance across LinkedIn.

With competitive research, you can get a better idea of how well your business addresses customer needs and publishes helpful content. Using this data, you can also assess whether you’re growing at the same rate as your competitors or if you should increase your efforts.

To access LinkedIn’s built-in competitor analytics, go to your company page and open the Analytics tab. From the drop-down menu, select Competitors and adjust the time range as necessary.

If you haven’t started tracking any other company pages yet, click the Edit Competitors button and search for another business. You can add up to nine company pages to your competitor analytics dashboard.

Use the follower metrics to compare total company page size and audience growth. Review the organic content metrics to compare total engagement and total number of posts.

Then consider questions like:

• Have some of your competitors generated much more engagement than your company page has? You can click over to their company pages to review their posts and manually identify those that drive the most reactions and comments.
• Are your competitors growing faster than your company page is? In addition to reviewing organic content, you can browse their paid content to see how they’re attracting followers. On any company page, go to the Posts tab and select Ads.

#5: Host Polls and Ask Questions in LinkedIn Posts

In many cases, the engagement on your LinkedIn content can tell you a lot about what your audience thinks. For example, you may be able to gauge interest in a new product or service based on the comments or clicks on a related post.

But if you don’t ask your audience specific questions, the data you collect may not be very insightful. Fortunately, you can pose questions with LinkedIn’s Poll tool, which lets your audience choose from up to four responses and makes your data much easier to process.

LinkedIn polls can be helpful for:

• Measuring demand for a new product, service, or update
• Assessing your audience’s familiarity with a product, service, or solution
• Understanding use cases and types of users in your audience
• Learning what customers like or dislike about your brand

When you create a post from your company page, click to add a poll. Then give your audience up to four possible responses to consider. You can also invite users to comment with an additional response or extra context. Set a duration between 1 day and 2 weeks and then publish the poll to your page.

When the poll wraps up, review the results. LinkedIn reveals the number and percentage of votes for each response, as well as the way each participant answered. The results can help guide product development, content strategy, and other marketing efforts.

#6: Participate in LinkedIn Groups

Even though you can’t join LinkedIn groups as your company page, they can still be useful for researching via your personal profile. If you run LinkedIn groups that are relevant to your business or industry, you can create polls using the workflow above.

If you aren’t an admin, you can still ask questions and gauge opinions using standard post tools. For example, you might ask group members about their preferred solutions for common problems or their go-to brand in the space. You can also ask more open-ended questions about group members’ most persistent problems or solutions they wish they had.

#7: Analyze LinkedIn Hashtags

Hashtags aren’t as developed on LinkedIn as they are on other platforms like Instagram and Twitter. But they can still be useful for market research, especially if you use hashtags that get a lot of traction.

If your business has a branded hashtag, start there. Search for the hashtag or click through to it from your company page. Then scroll through and review the content. To make this process as easy as possible, sort by Recent and review the content regularly such as every week or month.

Make a point of identifying sentiment so you can assess how LinkedIn users view your business. If you chart this data over time, you can see how sentiment changes and determine why. It’s also helpful to pinpoint topics and chart trends over time. For example, you might find that LinkedIn users talked about your new product for a month around launch.

You can do similar analyses for other hashtags that relate to your business, products, industry, or competitors. Note that you’ll need to process all of this data manually if you rely on LinkedIn. Alternatively, you can use a third-party tool to automate data collection and processing.

Because you won’t find all of your target customers on LinkedIn, the insights you can collect from this social network are naturally limited in scope. Yet they’re still useful for B2B marketers, especially if you’re seeking a source for validating existing plans, guiding content development, or inspiring new ideas.

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LinkedIn is one of the most powerful, yet one of the most overlooked channels to conduct market research. Companies and individuals use LinkedIn in several ways to attract and engage their leads and prospects. As a researcher, this is a blessing for you as it provides you with a lot of needed data under one roof. Here is how you can use LinkedIn to conduct market research:

Join Relevant Groups

LinkedIn has groups for virtually every industry in the world. A good place to start your research is to join industry-relevant groups. Group members often post articles and statistics of interest, discuss trends, and offer advice to each other. You may very well find the data you are looking for in these groups. If not, you can post a question and group members will be more than willing to help you find the needed data.

Search LinkedIn Posts

With LinkedIn opening its publishing platform for everyone on the website, thousands of articles are posted daily on a wide range of topics. It is extremely likely that someone has written about the industry / market you are researching. Use LinkedIn’s Search Post feature to find the needed data. Many of these articles combine data and statistics from different sources, thereby saving you a ton of time.

Download White Papers

Content marketing has grown exponentially in the past few years. Many companies will let you download white papers for free if you are willing to become a “lead” for them. This means if you fill out a form with your name, company and contact information, you can download their white paper for free. These white papers often contain a lot of industry data and trends. Most companies will advertise such white papers on LinkedIn. Find companies in the target industry and quickly browse their updates to see if they are offering any white papers or guides.

Connect with Industry Veterans

If you are conducting primary research or need to talk to someone in the industry, LinkedIn offers great value. Use LinkedIn’s People Search to find veterans in the industry of your choice. If you are a premium member, you can filter people based on company size, seniority level, and a lot of other attributes. Once you know whom you want to connect with, send them an InMail or if you share a contact, ask for an introduction.

Ask Your Network

Lastly, another great way to conduct research is to ask your network for help. LinkedIn allows you to post status updates, which can be used to ask members in your network for help. For example, if you want to find out the market size of the mobile apps industry, simply post this question (as a status update) – “Does anyone know where I can find the market size of the mobile apps industry?”

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How to Use LinkedIn to Effectively Network in the Market Research Industry

by Kathleen Zacrep , on April 23, 2015

The World Wide Web is an enormous place, and it can be a bit challenging to figure out how to fit in and where. I’m sure it comes as no surprise that finding a place to fit in on social media can be very beneficial. An incredible 92% of marketers indicated in a 2014 survey that social media is important for their business. LinkedIn can play an integral role in the market research world, and you may be wondering how. So, here’s my outline on how to use LinkedIn for networking.

Network Updates

The best place to start is on your homepage, a pretty easy first step. It’s important you are paying attention to your main feed, connections' updates and what they are sharing. Additionally, make sure you are engaging with appropriate content and connections, by liking commenting or sharing, which can quickly and easily be done through your main feed.  

As I previously mentioned in my "LinkedIn Profile Tips for Market Researchers," groups are great for gathering information as well as contributing information and knowledge. Groups can help you identify key influencers or targets. There are a large number of industry-specific groups to join, and don’t just stop at one; find a few that are a good fit. Groups can help you learn the behaviors and language of your key targets. By joining groups you also gain the ability to bypass being a first connection to view a member’s profile as well as message them. It’s a huge benefit to have this type of access to a key target’s page to learn more about them.

Connections

The connections area on LinkedIn gives you a few options: keep in touch (shows connections with whom you’ve had recent activity), add connections (import connections from an e-mail account), and find alumni (allows you to search for members from your past schools). Personally, I think the keep in touch tab is one of the most helpful, as it automatically shows you suggestions for how to engage with your connections, for example, congratulating them on a new job or promotion. It’s always important to make a personal touch with your connections and not forget they exist after the initial connection has been made.

Now, let’s discuss how to find more connections. You can do a quick search in the top box on your homepage by simply typing in a member’s name, company name, job, etc. If you want to specifically search one of those options, instead of all of them, simply click the drop down menu on the left side of the search box. The advanced option, located to the right of the search box, can really help you narrow down your search by industry, location, current company, title, keywords, etc. If you are a premium account member, you can narrow your advanced search down even more by years of experience, function, seniority level, interested in, and groups. Once you find appropriate members with whom you believe you should make a connection, make sure to write a personal connection message, something short and simple that tells them why you want to connect.

Introductions

In addition to searches, you can see if a mutual connection can introduce you to a potential connection. LinkedIn’s “Get Introduced” feature can create a warmer welcome and personal touch. It’s basically word-of-mouth for connection building and will more than likely always have success. Similarly to being at a party and getting introduced to someone, it’s your job to create the conversation and build (network) after the introduction.  

Who’s Viewed Your Profile

This is an important feature on LinkedIn, and it does exactly what it says – shows you members who have checked out your profile. I personally take advantage of this tool as much as possible and look at it at least once a day. I strongly believe it’s one of the best places to find key targets. Not only does it show you the members who have viewed your page, but it shows how you rank for profile views against your connections, company members and professionals similar to you (great place to find key targets). If your profile views are high, then you are clearly doing something right with your networking, as you have successfully created ways to gain visibility. This area also shows you suggestions for how you can gain profile views and visibility such as, adding a skill to your profile, joining a suggested group, updating your summary, or following a suggested member. I strongly suggest taking full advantage of this option when it comes to networking. It gives you a lot of key information on a silver platter.

On the other hand, you need to make sure you are identifiable as well and allow members to see when you have viewed their profile. To ensure you have this option turned on, go to your Privacy & Settings (scroll over your thumbnail in the upper right hand corner), under the Profile option click Select what others see when you’ve viewed their profile and select the first option Your name and headline (recommended).

There are at least 332 million members on LinkedIn, that’s an entire social media country in itself – so go get out there and start networking, the opportunities are endless. For more information on using social media within the market research industry, download our free white paper . Or, check out our latest eBook on market research success .

I hope you find these suggestions useful! 

Kathleen Zacrep Social Media Coordinator, MarketResearch.com

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How to Use LinkedIn as a Research Engine

Not every research project requires a fancy survey or focus group.  In fact, a great place to do some exploratory research is LinkedIn.

LinkedIn now has over 80 million members!  (I swear just 2 weeks ago it was 70 million!)  This is an insane “sample” group of professionals that is eager to share information and answer your questions.  In other words – most LinkedIn participants just want to help you.  So you should take advantage of it.

What Do You Want to Know?

No matter what your question, chances are LinkedIn has an answer.  The key to making it work is knowing where to find it and how to pull it out.

When I searched on “CIO” I got an entire list of names beginning with people who are closest to me in my network.  But the really terrific feature is what you’ll find on the left column ; an actual count of the number of people who have “CIO” in their profiles.  Now you can read through those profiles or reach out to people that you know with your questions.

Simply click on one of the profiles that you find and scroll down to where you’ll find a list of the groups they belong to:

Competitive Intelligence

You can search the “Question and Answer” categories on your industry keywords and see what people have been asking about and how others have been answering .  Here is an example of a search with the keyword “medical billing”

Company Pages Give Insight Into Industries

Before there was the internet or LinkedIn, one of my favorite ways to do research for my marketing plan was to make a list of the top market share holders in a targeted market.  Then I would search articles and papers trying to decipher some kind of pattern or information.  But now there’s LinkedIn and now you can get a quick search of company pages, will give you the latest news stories AND the people in your network who are associated with that company.

The “People also viewed” box will tell you what similar brands that are considered to be alternatives to your brand.  And then -all you have to do is search around those companies that are listed.

Another terrific comparative chart compares the company you’re researching against other similar companies.

There are many more research features that you can explore within LinkedIn that will give you ideas into what to include in your surveys and polls.  Not only that, but you’ll actually get a list of real people that you can reach out to for conversations and questions that you might have.

Use LinkedIn to start your market research process and see how much more you can learn in a few hours that might take days or weeks to learn otherwise.

A Word of Warning

LinkedIn is NOT the end all of search or research, it’s a tool to help you get a head start on helping you create questions about strategies that you might be considering.  I wouldn’t go quoting any of the findings, but I would certainly use them to help be build a list of similar comparative brands.

Have fun with this and see how much more you can learn.

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Market Profiles

North america data center trends h1 2024.

August 19, 2024 5 Minute Read

Primary Markets

August 19, 2024

Continued preleasing activity kept vacancy rates historically low.

Demand continued from both third-party colocation operators and major hyperscalers.

Dallas-Ft. Worth

Preleasing hit a record-high 94.5% of MW under construction.

Demand remained robust, with a shortage of large available space blocks.

New York Tri-State

Record-high demand remained unfulfilled due to record-low available supply.

Northern Virginia

Rental rates continued to rise as the vacancy rate was near zero.

Rental rates remained firm due to reductions in available supply and power.

Silicon Valley

The overall vacancy rate fell to 6.4% in H1 2024 from 7.3% in H2 2023.

Secondary Markets

Austin/san antonio.

The overall vacancy rate remained at a record-low 1.8%.

Central Washington

Most of the data center development in Central Washington consists of preleased single-tenant facilities.

Charlotte/Raleigh

CyrusOne announced plans to deliver more than 1 MW of additional capacity.

Flexential is building a new data center in Parker, CO.

The overall vacancy rate fell to 14.4% in H1 2024 from 19.7% in H2 2023.

Minneapolis

Data center development is being considered for a 160-acre parcel in Farmington.

Enterprise clients are leading Seattle area demand this year.

Southern California

The AI boom finally reached Southern California, with most of the requirements sized between 2 and 20 MW.

Large blocks of available colocation capacity are increasingly rare, with only small pockets available in many facilities.

Leasing activity with CSPs was led by Microsoft in Toronto with approximately 30 MW of commitments and 700 MW of manager services commitments in H1 2024.

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A bullish signal in the stock market is pointing to double-digit gains for the S&P 500 next year, research firm says

• The stock market flashed a bullish technical indicator on Monday, according to Ned Davis Research.
• NDR strategist Ed Clissold noted the market is its the fourth stage of bottoming as it approaches record highs.
• Since July, three breadth thrust signals have flashed, indicating a strong market recovery.

The stock market just flashed a bullish technical indicator that suggests double-digit gains are in store for the S&P 500 over the next year.

That's according to a Wednesday note from Ned Davis Research strategist Ed Clissold, who said the stock market has entered the fourth stage of its bottoming process following its early August sell-off.

The stock market fell more than 5% in early August amid a confluence of risks, including a weak July jobs report, a yen carry-trade unwind, and Warren Buffett slashing his stake in Apple.

But since then, the S&P 500 has rallied nearly 10% and is just 1% shy of record highs.

"New breadth thrust signals confirm that the market is in step four of the bottoming process and moving past the recent pullback," Clissold explained, adding that the four stages of a stock market bottom are oversold, rally, retest, and breadth thrusts.

On August 19, a new breadth thrust signal flashed, which occurs when the stock market swiftly transitions from very few stocks participating in the upside to many stocks moving higher at the same time.

"The rationale is that if a few stocks run into trouble, others can propel the popular averages higher," Clissold said. "The beginning of major moves is often marked by breadth thrusts, or an extremely high percentage of stocks rallying together."

A breadth thrust "fired" on Monday when over 90% of stocks in NDR's internal Multi-Cap Equity Series jumped above their 10-day moving average.

Since 1980, there have been 42 such instances, and stocks were higher 95% of the time one-year later with an average gain of 10%.

Such a gain from current levels would put the S&P 500 at just above 6,100, which is nearly in-line with one Wall Street bull's 2025 price target.

Another breadth thrust flashed on August 8 when stocks saw an "11:1 up day," which occurs when volume in advancing stocks is 11 times that of the cumulative volume in declining stocks.

Ultimately, Clissold wants to see at least five breadth thrust signals flash in a three-month period to be certain that the stock market has more upside ahead.

So far three signals have flashed since July 16, but even if two more don't flash by the middle of October, stocks are likely still in a good spot thanks to the expected decline in interest rates, according to the note.

"We may not get five breadth thrust signals, but additional trend indicators are turning bullish," Clissold said. "Falling rates are another check in the bulls' favor."

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US energy storage surge will reward market-savvy developers

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• Falling costs and federal tax credits have improved the economics of large-scale battery storage but a busy market brings grid, permitting and supply chain risks.

--Editing by Robin Sayles

Based in New York, Mark has two decades experience in the commodity sectors, writing about energy policy, markets, history and consumer impact. His articles have featured in the Washington Post, Boston Globe, Houston Chronicle and Bloomberg Markets, among other publications.

Wall Street surges as Powell cements September rate cut hopes

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