Over the last several years, a great deal has changed in terms of the types of data available for analysis; the sources for such data, the ways in which researchers acquire and analyze it, the technologies used, the industry players, and the regulatory environment, to name a few.In this webinar you will learn how to shape social intelligence through integration of unsolicited opinions ? posts from social media in multiple languages annotated with brands, sentiment, emotions and topics ? with solicited opinion - surveys and focus groups where questions are asked. A common theme will be the challenge of working with unstructured data, that is, text, images, audio, and video.
In a time of crisis, Brand Purpose has taken center stage. Value-driven consumers are demanding that brands get off the sidelines and answer the question: How are you making the world a better place?The challenge: you can't manage what you can't measure and you can't measure what you can't define. This session will provide a new approach that leverages social listening data that enables brands to quantifiably clearly understand, benchmark, and better align with key stakeholders on brand purpose initiatives. This session will help insight pros understand:- The drivers and evolution of brand purpose- A comprehensive framework for measuring brand purpose and benchmarking performance- How to measure Brand Purpose at the speed of culture
Panel discussion on Social Intelligence moderated by Michalis Michael.Panelists: Joaquim Bretcha (International Director of Netquest and ESOMAR President), Kyle Findlay (Senior Data Science Director of Kantar South Africa) and Tamara Lucas (Associate Director of Convosphere).
Our approach enabled us to deliver findings that were grounded on naturally occurring consumer conversations about the condition. Incorporating social intelligence allowed us to build a picture of the sufferer journey not limited by structured questionnaire design or constrained by the time a primary qualitative approach would have taken. However, whilst it provided us with a blueprint there were knowledge gaps, we needed further context behind why patterns in behaviour were happening and only a primary asking phase could provide us with this insight. There has been at times a reluctance amongst market researchers to understand and embrace the change that is upon us, but in order to keep up with the demands on our industry and the change amongst participants, we have to start looking beyond our traditional toolset. Whether you're using data derived from social media activity, Google search activity or transactional data, the fundamentals of market research are ever-present applying these means were not tackling something new, it's simply an evolution. There will always be a place for surveys and primary data collection, however through integrating developing approaches such as social intelligence we can ensure we ask the right questions at the right time.
Our approach enabled us to deliver findings that were grounded on naturally occurring consumer conversations about the condition. Incorporating social intelligence allowed us to build a picture of the sufferer journey not limited by structured questionnaire design or constrained by the time a primary qualitative approach would have taken. However, whilst it provided us with a blueprint there were knowledge gaps, we needed further context behind why patterns in behavior were happening and only a primary asking phase could provide us with this insight. There has been at times a reluctance amongst market researchers to understand and embrace the change that is upon us, but in order to keep up with the demands on our industry and the change amongst participants we have to start looking beyond our traditional toolset. Whether you're using data derived from social media activity, Google search activity or transactional data, the fundamentals of market research are ever present applying these means we're not tackling something new, it's simply an evolution. There will always be a place for surveys and primary data collection, however through integrating developing approaches such as social intelligence we can ensure we ask the right questions at the right time.