Large-scale research
And analytics: classical sociology in digital marketing
For Russian-speaking expatriates doing business in Europe, this is especially important, as accurate analytics significantly reduce risks and help adapt business processes to the specific features of the local market and consumer preferences.
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What are analytics and large-scale research in the digital context?
Analytics and large-scale research in digital marketing involve combining classical field sociology methods with modern digital tools to thoroughly examine markets, consumer behaviour, competitive environments, and test business hypotheses.
This approach includes both quantitative and qualitative online methods: internet surveys, digital interviews, social media analysis, web analytics, as well as monitoring and interpreting big data.
In marketing, such research is essential for accurate business localisation, tailoring products to specific audiences, and assessing the potential success in new markets.
For Russian-speaking expatriates operating businesses in Europe, this is particularly critical, as reliable analytics reduce risks and maximise adaptation to local market conditions and consumer behaviour.
Evolution of the phenomenon
Traditional field research relied on face-to-face interviews, telephone surveys and direct observation. With the advent of digital technologies, a revolution took place: classical sociology embraced powerful new tools such as online questionnaires, digital panels and user behaviour analytics across websites and social networks.
Modern methodologies combine in-depth qualitative research with quantitative data from tools such as Google Analytics, Meta Pixel and AI-powered social listening platforms, enabling large-scale research to be carried out quickly and cost-effectively.
Successful examples
Netflix: makes extensive use of deep digital analytics to test hypotheses and localise content across countries, achieving exceptional global user engagement.
Glovo: through online sociological research, efficiently studies consumer preferences in local markets and adapts its offering accordingly, minimising the risks of geographic expansion.
Booking.com: conducts large-scale behavioural studies to continuously improve its platform, increase conversion rates, and meet the expectations of diverse audience segments.
Why Vasilii Bernshtein?
As a PhD in sociology with extensive hands-on experience in field research and analytics across Russia, China and Europe, I successfully combine classical sociological methods with the latest digital tools.
My expertise enables me to carry out complex analytical tasks — from testing business hypotheses and adapting products to local markets, to competitive intelligence and ongoing competitor monitoring.
My experience with digital research methodologies ensures that the data my clients receive is accurate, reliable and practically actionable.
SKILLS, KNOWLEDGE, AND PRACTICE
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