Basic market research methods enable a company to track future customers. Surveys, focus groups, personal interview, observations and field trails disclose customers’ behavior and their shopping patterns. These provide space and modification to your launched product and service.
This shows another method in Brands using Social media. I've highlighted how they have used a platform to advertise their brand but not how they may use it for research. It shows how brand use Social media as research to better know how to connect with an audience.