Augmenting Brands


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This is a story about insights, specifically about augmenting qualitative insights by adding a layer of social media on top. View this presentation to see how you can validate qualitative research insights on a mass scale using social media analysis.

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Augmenting Brands

  1. 1. Augmenting Brands with Real Time DataPhilip McNaughton, Face A case-study about using social media data to scale up qualitative insights
  2. 2. You can’t turn data into a story without joining it with other data - Flip Kromer, founder and CTO Infochimps
  3. 3. This is a story about joining qualitative and quantitative data together
  4. 4. Where Social Media But we canResearch is now…. do more…. Monitoring Campaign Tracking Validating insights Topic Buzz Scaling up qualitative Mining Insights learning On a mass scale More specifically it’s a story about the power of scaling up qualitative insights with Social Media
  5. 5. A client came to us with insights developedthrough qualitative research, and asked us to validate, sharpen and prioritize.
  6. 6. We first took a traditional approach: a survey > participants respond to insights and tell us what they think
  7. 7. Great, but some limiting factors… Artificial Evaluative responses Still limited sample size No depth
  8. 8. This time, we wanted to augment this data with something a little different
  9. 9. We wanted to see whether the insights played out organically in the real world, not in the artificial world of the survey and the focus group
  10. 10. We set out to see how Social Media couldaugment and validate the learning on a mass scale
  11. 11. Using our social media research tool Pulsar to pull in data from blogs, forums, videos, social networks.
  12. 12. The Big Challenge; if we can’t ask aspecific question of social media users, how can we ‘find’ a specific answer?
  13. 13. Starts by creating search terms that look very broadly at the insights, their categories, and behavior around them.
  14. 14. Create a clean data set with non-original consumer content removed – 5000 pieces of content
  15. 15. Home as self- Home as Home as Home as expression welcoming place flexible & versatile showing-off Apply a code frame to each one of the 5000 relevant pieces of content, matching each against each of the insights…
  16. 16. Obtain the relative size of each insight’sfoundation in real time, organic data
  17. 17. Qualitatively interrogate the data in each insight bucket for depth around its meaning
  18. 18. 1. Where it’s discussedQualitative Insight on a 2. How it’s discussed mass scale – and we 3. Sentimentnever even had to ask 4. What categories are discussed 5. Relative presence of a category
  19. 19. Match our social insights back with the quantitativedata, to create a 360 degree data perspective
  20. 20. A word to the wise…Qualitative Insight on a mass scale – and wenever even had to ask Depends on penetration of SM Data must be cleaned Human process – labor intensive SM is organic, but not the whole story Still needs other data for control
  21. 21. 1. Scale up qualitative insightsQualitative Insight on a 2. Mass organic qualitative insight field mass scale – and wenever even had to ask 3. Cost effective validation 4. Dig inside every data point for depth 5. Dynamically track insights over time
  22. 22. Thanks!