Enabled by smartphones, social media, and blogging platforms, journalism is now as much in the hands of the common people as it is for major media conglomerates. Thanks to technological advancements, everyday people can now contribute real-time information, opinions, and firsthand accounts of events, and can reach people from around the world.

While some people bemoan information coming from sources outside of traditional media structures, this democratisation of information means that we now have access to a range of views and perspectives that can affirm and challenge our own – as well as hold media institutions accountable for inaccuracies or lack of news coverage.

As stated by the Tate, the birth of citizen journalism is often attributed to South Korea where the first platform of amateur generated information, OhMyNews, was created – with the core principal that “anyone can take part in the process of creating information.”

Unlike traditional journalism, citizen journalism is typically unfiltered, immediate, and diverse in perspective. Events like natural disasters, protests, or viral consumer trends are often first reported by individuals on the ground—sometimes even before mainstream outlets pick them up.

However it doesn’t come without its issues, with credibility and verification hard to establish from unsubstantiated sources. As AI becomes more advanced and harder to detect, verifying footage found on the internet as real is going to be trickier. Citizen journalists also may not follow the same ethical standards that journalists are called to – leading to invasions of privacy, sensationalism and biased reporting.

Despite this, citizen journalism can be an effective tool to use in market research.

While market research traditionally relies on structured data collection, citizen journalism, can add a dynamic layer of unfiltered, real-time consumer sentiment and behaviour. Here’s how:

Real-time consumer insight

Citizen journalists often highlight issues, trends, or product feedback as they happen. Brands can mine these insights to gauge public sentiment quickly—especially during product launches or crises.

For example, a viral TikTok video exposing a defective product can alert companies faster than formal complaint systems.

Emerging trend detection

Platforms filled with user-generated content often surface trends well before they’re widely recognised. Market researchers can tap into this content to identify niche communities, evolving preferences, or cultural shifts.

For example, the rise of “de-influencing” and sustainability movements gained traction through citizen voices, signalling changing consumer values.

Crisis management and brand monitoring

Social listening tools can analyse posts, images, and videos shared by individuals during brand crises. This allows companies to track reputational damage and respond appropriately.

Citizen journalism is reshaping the landscape of information and insight gathering. This provides an opportunity for market researchers to tap into richer, more immediate, and more authentic consumer voices, to help anticipate market shifts, understand consumers, and make informed decisions.

Want to learn how Square Holes taps into authentic consumer voices? Head here.