Join us for the masterclass “Social Media as a Market Research Instrument: Validate Before You Launch” with Iryna Smuk.
Date: June 6, 2025 Time: 16:00 (UTC+4) Location: Online (the access link will be sent to registered participants)
SMIV Framework Masterclass
Social Media as a Market Research Instrument: Validate Before You Launch
On June 6, 2025, the E-Commerce & Digital Marketing Association (ECDMA) will host a masterclass by Iryna Smuk, international marketing strategist and Head of Marketing at BRKTHROUGH and Solmar.
This session is built around her original SMIV Framework (Social Media Idea Validation), a practical approach to testing ideas in the real market before investing serious time and budget into them. Instead of relying on opinions, surveys, or assumptions, the framework uses actual user behavior in social media as the main source of truth.
If you work with products, marketing, or growth, this masterclass will give you a structured way to answer a simple but critical question. Is this idea actually going to work before you launch.
Why This Masterclass Matters
Many products fail not because they are poorly built, but because they were never truly validated. Traditional research often tells you what people say, not what they do.
This session offers a different perspective. Social media can be used not just for promotion, but as a live testing environment where real behavior becomes your data.
The SMIV Framework helps you test demand early, reduce risk before scaling, make decisions based on behavior instead of assumptions, and turn marketing into a validation system rather than just a distribution channel.
Masterclass Program
Why products fail and why research doesn’t always save them
Stated preference vs revealed preference: the core problem with traditional validation
Social media as a behavioral research instrument: a different way to think about platforms
The SMIV Framework: architecture and design principles
Live case study: full SMIV cycle with real metrics and decisions
Practice exercise: building your own hypothesis and simulation plan
Q&A and closing challenge
About the Speaker
Iryna Smuk is an international marketing strategist and Head of Marketing at BRKTHROUGH and Solmar. She focuses on building marketing systems that actually scale, not just campaigns that look good on paper.
Her work combines strategy, execution, and validation. She helps companies enter new markets, structure their marketing processes, and grow through digital channels in a predictable way.
She is the creator of the SMIV Framework, a method designed to test ideas through real audience behavior before committing significant resources. She also developed a Social Media Marketing Course and actively works with businesses as a consultant.
Professional Background
Iryna has built a professional audience of over 25,000 followers and has conducted more than 35 consulting sessions for businesses. In her work, she focuses on helping teams move away from guesswork and toward structured, testable marketing decisions.
Her approach is particularly relevant for founders, marketers, and product teams who want to validate ideas before launch, reduce wasted budget, and replace fragmented campaigns with coherent, scalable systems. She works with companies that are expanding into new markets or looking to bring more clarity and predictability into their growth processes, helping them design marketing strategies that can be tested, refined, and scaled with confidence.
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