By applying socially intelligent research, research companies can play a big role in helping companies to be more socially intelligent. For businesses this means thinking and acting in real time through ongoing dialogue with their consumers. For research companies this means being highly skilled at integrating a range of methodologies and data sets in a coherent and seamless way to help businesses “join the dots” and deliver a holistic view of the consumer. It will not be enough to rely on just one or two sources of data. The ability to integrate the depth of qualitative with breadth of and scale of social data as well as being able to use social data to validate and scale up learning gathered through qualitative is vital. Integrating social and mobile data directly into communities, being technology driven and full of smart people that can apply qualitative rigor to big data is what will make the difference.