Abstract:

BrainJuicer's innovative DigiViduals approach - building research robots to combine social media monitoring with qualitative and ethnographic analysis - has been successful in European, American and Asian markets. This presentation details an experimental study undertaken in China, a market posing severe challenges to any social media monitoring technique. The practical difficulties of creating a Chinese DigiVidual are explored, including censorship, cultural differences and the scale of the market. It details how these challenges were overcome and how the study output led to reframing assumptions about the target market.