I'm a very research-focused marketer and so I'm incredibly thankful for the new generation of tools that are coming onto the market. Roughly, they are known as social intelligence tools and, unlike their predecessors, they don't focus on the brand or reactions to existing social programs. They, instead, help you get to understand the audience before you set that strategy.
Interview with Affinio, Nexalogy + Littlebird Part I: https://soundcloud.com/trulysocial/a-primer-on-social-intelligence-part-i-truly-social
Part II: https://soundcloud.com/trulysocial/a-primer-on-social-intelligence-part-ii-truly-social
LinkedIN Article on Hacking the FB Interest Graph: https://www.linkedin.com/pulse/hacking-facebook-interest-graph-tara-hunt