91 Kellogg Insight Based on research from Jennifer Cutler Want to Understand Customer Sentiments in Real Time? Here’s a New Tool for Analyzing Social Media Data. Perceptions of your brand can change quickly— but there’s a novel way to keep up. FOR DECADES, MARKETERS HAVE RELIED on surveys to gauge how customers perceive their brands. While this tried-and-true method does a good job of revealing how brands stack up against the competi - tion on everything from health to luxury, it is also time-consuming and labor-intensive. By the time you have survey results in your hand, they may already be out of date.