Social media research, done like research

The most honest consumer research available is the conversation people have when no one is surveying them. Scolto puts AI analysts on that conversation: they gather what your market says across social platforms, structure it along the dimensions you care about, and answer your research questions with evidence — the way a good research partner would.

Research questions, not keyword feeds

Social listening tools give you a keyword feed and a sentiment gauge. Research needs more: How does the market describe the problem you solve, in their own words? What drives switching in your category? Which objections stall purchase, and how do current customers answer them? Scolto's analysts design a monitoring plan around your question, collect the relevant conversation, and enrich every post with structured fields — intent, theme, audience segment, stance — that you define in plain language.

The comment layer is the insight layer

Posts are performance; comments are verdicts. Scolto deliberately collects the discussion under relevant posts, where people push back, compare alternatives, and say what they actually chose. In our own analyses the comment layer routinely carries many times the decision signal of the posts above it — it is where consideration and objection language lives.

What teams use it for

• Audience research — who is talking about the category, what they value, and the language they use for it.
• Message and concept testing — how the market reacts to a narrative, before and after you ship it.
• Category mapping — the consideration set buyers actually weigh, and the criteria they weigh it on.
• Demand discovery — unmet needs and workaround behavior that point at product opportunities.
• Ongoing tracking — the same research questions, answered continuously instead of once a year.

Every finding is verifiable

Research you cannot audit is opinion. Every brief Scolto delivers links its claims to the underlying posts and comments, with reach and engagement context, so you can check the evidence yourself before it goes into a deck.

How is Scolto different from a survey or a panel?

Surveys ask people to remember and rationalize; social research observes what they say unprompted, at scale, over time. The two complement each other — Scolto covers the observational side continuously.

Can I define my own analysis dimensions?

Yes. You describe the fields you want in plain language — for example “purchase intent”, “which competitor is mentioned”, “objection type” — and the analyst enriches every collected post with them.

Does it work for non-English markets?

Yes. Scolto collects and analyzes conversation in the languages your market speaks, and can deliver briefs in your working language.