MachineInsightStream’s approach to Social Media Research
221 East Fourth St. Suite 2300
There is no algorithm that can find deep human insights. It
take a human to do that.
At Curiosity InsightStream we rely on machines to do what
they well; finding, sorting and grouping. And we rely on
humans to do what they do well; identify pattern, see themes
and recognized deep human insights.
An Essential Truth
If consumers are always talking,
shouldn’t we always be listening?
The common approach to using social media is to
look for brand mentions. And while that has some
value its like a dog hearing her name but not
understanding the real conversation.
We seek to go deeper into the life of the
consumers. We seek to understand the human
context, the emotions and the meaning.
By focusing only on brand mentions
the vast majority of the consumer
conversation goes unheard.
Verbal and Visual Ethnography
The social media conversation presents
consumers in their life, unfiltered and often
Leading to a virtual ethnography available 7
days a week, 24 hours a day.
InsightStream’s approach can be used
to shape marketing communication by
creating inspirational Insight Starters to
share with those creating communication.
The results of an InsightStream study can
be part of understanding unmet needs,
consumer desires or frustrations with
existing product solutions.
Echoes LifeEchoes Insight
Standard tools such as
Sysomos or Netbase is
used to do keyword and
searches. The searches
include relevant brand
The machine (Sysomos)
spits out directly
connected to the initial
search terms. This is as
far as most brand
reviews go. However,
this is just the doorway
to deeper, emotional,
1 2 3 4 5
The consultant evaluates
the results of the
second iteration of
searches looking for
rich areas of emotion,
meaning, motivation and
The consultant writes a
short description that
puts the Themes into a
Human context and
brings to life the most
The consultant then
writes a single,
memorable phrase that
captures the essence of
the insight while
keeping it in the Human
The appearance in Flickr of “bad ass”
images, revealing girls ready for Nerf
battle indicated an audience was open
to communication or innovation of a
new product for them.
Nerf in Public
On March 23rd, 2012
The Hunger Games
The review of the social
conversation indicated a
connection to game play and The
Hunger Games fandom.
Modern youth novels and the resulting in girls looking for confidence and!
power. They’ve found role models and now seek to make those a part of their lives.
Nerfin’ Girlz are more than girls playing
with a toy. Nerfin’ Girlz are about power,
confidence and self-sufficiency. These girls
have read or watched stories like The Hunger
Games, Divergence and The Golden Compass.
They’ve grown up watching their brothers and
friends pattern their play after their heroes
and now its their turn. These girls are
ready for life’s battles and their looking
for someone to arm them.
By using the language
(both literal and visual) of
Hunger Games a connection
with girls could be
connecting a product (i.e.
bow and arrow) with the tone
and context of Hunger Games
a market (Nerfin’ Girlz)
could be grown.
In March, 2013, Hasbro launched the Nerf Rebelle line of
Nerf blasters including a Hunger Games inspired bow and
arrow, called the Heartbreaker.
View video at:
technology to gain deep,
Drives down the cost of
research by approaching
it in a smarter way?
behavior by offering
actionable human insights.