Can you adjust data from Twitter to make it representative of the overall public’s views?

Ipsos┬áMORI and Demos have teamed up to produce a really valuable report into the vexed question of how representative Twitter conversations are of the public overall – and how well (or not) attempts to adjust for any differences work out.

Here’s one of their findings, this one from the field of political opinion:

Online and offline sentiment for Cameron and Miliband

The whole report is well worth a read, especially if you’re interested in using digital listening to understand wider issues.


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