Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values, and behaviours to determine strategies to implement. Understanding the dynamics of an influential audience like Hispanics, and an ever-changing region such as Latin America, requires a deep exploration of their past, present and future. Insights from the Cultural Pulse, a research partnership between Univision and GfK, shine a critical light on how US Hispanics and Latin Americans are navigating a complicated world. Facing an unpredictable social landscape, less than a quarter (21%) of Hispanics feel that they can trust the US government to tell them the truth.
Greg Shapiro is an American, who offers 'hyuge' insights into the new management at the White House. And he is now a Dutchman, who offers his own market research about the strange ways of Dutch culture. In dealing with the Dutch, you may get a culture shock. But if you work through it, you may realize the Dutch way is better than what you're used to. Shapiro calls it 'Dutch Culture Shock Therapy'.
Twitter celebrates its 10th anniversary this year and it has rapidly become part of our everyday language; hashtags are everywhere, from the menu at your local restaurant to the evening news. But - exactly how has Twitter impacted our culture and the way we use language? Can we better understand communication on Twitter in order to help people use the platform for effectively? We set out to explore Twitter's relationship with language to break down the barriers to communicating on the platform; a key challenge for our users. In this presentation we describe how we designed semiotic research to uncover insight in big data sets, how we used big data to streamline the qualitative process, and how we paired the two to provide actionable insights for teams across our organisation.