The E-Commerce & Digital Marketing Association (ECDMA) is pleased to announce an upcoming masterclass, “Social Media as a Market Research Instrument: Validate Before You Launch,” to be delivered by international marketing strategist and Head of Marketing at BRKTHROUGH and Solmar, Iryna Smuk.
In today’s digital landscape, one of the most persistent challenges faced by marketers, founders, and product teams is the ability to validate ideas before committing significant resources to development and promotion. Traditional research methods often rely on stated preferences, which may not accurately reflect real user behavior. As a result, many products and campaigns enter the market with a false sense of confidence, leading to inefficient spending and missed opportunities.
This masterclass introduces an alternative approach based on the SMIV Framework (Social Media Idea Validation), developed by Iryna Smuk. The methodology is built on the principle that real behavioral signals, rather than declared intentions, should serve as the foundation for decision-making. By treating social media as an environment for structured testing rather than simple distribution, the framework enables professionals to evaluate demand, refine ideas, and reduce uncertainty before launch.
How the Masterclass Works
At the core of the session is a structured process that takes participants from initial assumptions to validated insights using the SMIV Framework. The methodology organizes validation into a clear sequence of steps, including hypothesis formulation, simulation, micro testing, behavioral analysis, and financial evaluation.
Participants will not only explore how this system works in theory, but also see it applied in practice through a live case study with real metrics and decision points. The session also includes a practical exercise, allowing attendees to begin developing their own hypotheses and validation scenarios. This combination of explanation and application is designed to help participants quickly translate the framework into their own work.
About the Author of the SMIV Framework
Iryna Smuk is an international marketing strategist and Head of Marketing at BRKTHROUGH and Solmar. She specializes in building and scaling digital marketing systems across multiple markets, including the United States and Eastern Europe.
She is the creator of the SMIV Framework, a methodology developed through practical work with businesses and refined through real-world application. Her approach combines strategic thinking, system design, and performance-driven execution, enabling companies to move from intuition-based decisions to structured validation processes.
In addition to her corporate leadership, she actively works with founders and international brands, delivers educational programs, and contributes to professional communities. Her work focuses on helping teams design marketing systems that are not only scalable, but also testable, measurable, and aligned with real market behavior.
Who Should Attend
This masterclass is designed for marketing professionals, founders, product teams, and business leaders who are looking to build more reliable and structured approaches to growth. It is particularly relevant for those who want to validate ideas before launch, reduce wasted budget, and introduce more clarity into decision-making processes.
Participants will gain a framework that can be applied across industries and markets, supporting both early-stage validation and ongoing optimization of marketing strategies.
Date: June 6, 2025 Time: 16:00 (UTC+4) Location: Online (access details will be provided to registered participants)
Register Now
Do not miss this opportunity to learn how to validate marketing ideas using real audience behavior and structured testing approaches. Register today for “Social Media as a Market Research Instrument: Validate Before You Launch” and gain practical insights into building more reliable, data-driven, and scalable marketing systems.
Join us on June 6, 2025, and discover how to turn social media into a powerful validation tool that supports smarter decisions and more effective market launches.
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