It has become apparent in the last few years that social listening & analytics is an integral part of market research and customer insights. The main skill required to analyse big data is A.I. analysis. Surveys alone are no longer adequate or fully representative of how consumers perceive brands and products, unless they are shorter, faster, and integrated with other sources such as social listening. It will be shown that accurate social listening that works in any language, any country, and for any topic, can help companies manage their online reputation and uncover valuable customer insights. Case studies from the region that prove that social listening should become an integral part of every company's insights budget regardless of country and development stage will be presented.