Unlocking the potential of social listening.
We listen to what people say in social media around the world, to
help compan...
APPROACH
3
We examine how
working together will
help you solve specific
problems.
We set clear goals
and define a desired
...
WHY USE SOCIAL MEDIA RESEARCH?
4
The ways in which people talk, share and create online (what we call social data)
gives u...
WHY WORK WITH LISTEN + LEARN?
5
To truly understand social data, you need to work differently. At Listen
+ Learn, we use t...
OUR AREAS OF EXPERTISE
- MARKETS
- BRANDS
- IDEAS
6
MARKETS
We’ll work with you to better define your customer segmentation,
analyse your competitors and evaluate your perfor...
BRANDS
We’ll help you to stay relevant and reactive. By analysing social data,
you’ll be able to see the world as your cus...
IDEAS
Social media is now the place most customers decide to voice their
concerns about brands and companies. Social data ...
WHO WE WORK WITH
Since we launched in
2011, we’ve been
fortunate enough to work
with some of the world’s
biggest and most
...
CASE STUDIES
The question
If you know about cars, you’ll know about Pistonheads. It’s
one of the UK’s most popular car sites, attractin...
CASE STUDY /
BBC: MEASURING PROGRAMME IMPACT
The question
BBC Radio wanted to know if the Woman’s Hour Power List
programm...
CASE STUDY /
MICROSOFT: DELIVERING MORE ENGAGING CONTENT
The question
Microsoft wanted to better understand what happens w...
CASE STUDY /
HAVAS EHS: AUDIENCE-LED IDEAS
The question
This leading advertising agency asked us how to best create
fresh,...
FOUNDER
Jeremy has been consumed in the
fields of research and marketing for
over 12 years working for award
winning agenc...
GET IN TOUCH
Jeremy Hollow / Founder
Somerset House, T135 & T136 New Wing, Strand, London WC2R 1LA
t: 07799 415829
e: jere...
An introduction to Listen & learn Research
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An introduction to Listen & learn Research

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Introduction to what we do at Listen + Learn Research. Covering who we work for, what we do, why we do it and some cases studies showing social media research in action.

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An introduction to Listen & learn Research

  1. 1. Unlocking the potential of social listening. We listen to what people say in social media around the world, to help companies learn about their customers, products or services. Unlike other research agencies, we use real people to sort through and analyse social data. Yes, we read everything… Which means we deliver insights that go deeper and are more relevant. The knowledge and perspective organisations gain from working with us informs, inspires and challenges them to think and work more effectively. ABOUT US 2
  2. 2. APPROACH 3 We examine how working together will help you solve specific problems. We set clear goals and define a desired outcome. We put our ear to the ground and find out what people are saying about your chosen topic in social media. We gain knowledge by gathering unbiased opinions. We read every single conversation and post. We turn these opinions into insights and deliver a deeper understanding of your business and audience. We help you bring these insights back into your organisation. We aim to inspire your team and turn knowledge into action. We work with you to bring tangible benefits. Explore Listen Learn Inspire We do things in four stages…
  3. 3. WHY USE SOCIAL MEDIA RESEARCH? 4 The ways in which people talk, share and create online (what we call social data) gives us greater insight into what people think and how they feel about brands, businesses, products and services. Here’s why: UNPROMPTED Unlike other forms of market research, social data already exists. It’s generated because people have something to say and share, not because they’re being interrogated by a researcher in an artificial setting. Social data is a more natural reflection of what people actually think. ABUNDANT Comments and conversations about any given topic, typically number the tens of thousands. Which means that social data allows you to tap into the opinions of more people than traditional research. GROUNDED Social media enables people to express their views in their own words, on the platform they feel most comfortable with. They also create this content where and when they like. So insights collected from social data are grounded in natural human behaviour and real- life experiences.
  4. 4. WHY WORK WITH LISTEN + LEARN? 5 To truly understand social data, you need to work differently. At Listen + Learn, we use traditional qualitative research techniques, but with an innovative twist. We don’t rely on machines to tell us what people are saying, we read everything. This pioneering approach to insight generation means we can give you a deeper and more accurate picture of what people think and feel about your product, service or business. Our global reach and operational model also enables us to analyse large amounts of data and deliver insights quickly and cost-effectively.
  5. 5. OUR AREAS OF EXPERTISE - MARKETS - BRANDS - IDEAS 6
  6. 6. MARKETS We’ll work with you to better define your customer segmentation, analyse your competitors and evaluate your performance in the market. We’ll help you: LEARN more about your customers and find out what they want. UNDERSTAND what customers think of you and your competitors. DEFINE the market and your place within it. 7
  7. 7. BRANDS We’ll help you to stay relevant and reactive. By analysing social data, you’ll be able to see the world as your customers do. We’ll help you to: SEE your brand from your consumers’ point of view. EVALUATE and measure campaign performance. CREATE more engaging social media content. DEFINE the problems and opportunities for your brand. 8
  8. 8. IDEAS Social media is now the place most customers decide to voice their concerns about brands and companies. Social data helps you to identify these frustrations and feed them into your innovation and product development process. It’s a great way to harness customer opinion and make your business more relevant and efficient. We’ll help you: IDENTIFY unmet needs. SOLVE product or service issues. TEST new ideas and products. 9
  9. 9. WHO WE WORK WITH Since we launched in 2011, we’ve been fortunate enough to work with some of the world’s biggest and most exciting companies… 10
  10. 10. CASE STUDIES
  11. 11. The question If you know about cars, you’ll know about Pistonheads. It’s one of the UK’s most popular car sites, attracting more than 5m unique visitors each month. It’s a powerful opinion former and Haymarket was keen to make the most of this unique community. Our approach We looked at how the launch of two new Porsche 911 models played out across the lively forums. Our ability to read everything and find deep, reliable insights meant that we could show how opinions started and evolved, and see the influence their journalists had on the discussion. The answer These insights showed how powerful the community is in shaping opinion, which helped Pistonheads build propositions for the marques and their agency partners. CASE STUDY / HAYMARKET: COMMERCIALISING CONTENT
  12. 12. CASE STUDY / BBC: MEASURING PROGRAMME IMPACT The question BBC Radio wanted to know if the Woman’s Hour Power List programme had actually worked. Our approach By collecting social data, as well as listening to conversations prompted by news articles, we were able paint a comprehensive picture of how the Power List programme was received by listeners and by the media. The answer We were able to tell the BBC if people agreed with who was included in the list and determine whether the list was successful in provoking a debate about women’s power in society. ROSE VAN ORDEN / SENIOR PLANNER Firstly, what a great piece of work, thank you so much. As well as the Marketing and Audiences team, the programme team will find this hugely interesting. The thing that strikes me is the level of detail you achieve, analysing just one big moment. Programme teams rarely get such rich and insightful analysis of their content. ”
  13. 13. CASE STUDY / MICROSOFT: DELIVERING MORE ENGAGING CONTENT The question Microsoft wanted to better understand what happens when people talk about and research Cloud Computing online. Our approach We listened to the comments about Cloud and found a distinct set of voices, people and organisations that all added to discussions in their own unique ways. This helped us understand, profile and advise Microsoft on how to target these different groups in the best way. The answer Microsoft has been using these insights to develop more effective content to reach specific interest groups while optimising their search campaigns. MARK JOHNSTON / HEAD OF DIGITAL This really helped us find our blind spots. It gave us a new perspective and insight into what small and medium sized businesses actually look for and talk about. Which means we can engage with them much more effectively. ”
  14. 14. CASE STUDY / HAVAS EHS: AUDIENCE-LED IDEAS The question This leading advertising agency asked us how to best create fresh, creative ideas that would resonate with target audiences. Our approach We capture and interpret comments in social media that help Havas understand what people think about products and brands. We also give them a broader picture of more specific client- relevant questions – such as the ‘nature of beauty’ for one of their cosmetics clients. The answer This research gives the agency audience-first insights. It also gives their creative teams a different view of their customers, one grounded in the reality of everyday life so they can generate new ideas that will resonate with these audiences. We work with some global FMCG brands that are learning through this kind of 'audience first' research. What Listen & Learn Research has given us is social listening, but with a completely different, much richer level of semantic and contextual analysis. ” BEN SILCOX / HEAD OF DATA & TECHNOLOGY
  15. 15. FOUNDER Jeremy has been consumed in the fields of research and marketing for over 12 years working for award winning agencies such as FreshMinds and Verve on projects for a number of large brands including Microsoft, Orange, Lloyds Banking Group, Jones Lang LaSalle, Barclays, News International, NAO, HMT, FCO and the Met Police. Always interested in the evolution of social in the research field, Jeremy was involved in the development of the first social communities with Verve (winner MRS best new agency 2010), developing communities for the likes of Orange, Lloyds, Which?, News International and Vue Entertainment. His latest venture, Listen & Learn Research, has developed from his passion to explore the massive opportunity for using social media research to create new insights and different perspectives. A full member of the MRS, AQR and a regular blogger for Econsultancy, Jeremy is focused on delivering strong customer insight using new social channels. 16
  16. 16. GET IN TOUCH Jeremy Hollow / Founder Somerset House, T135 & T136 New Wing, Strand, London WC2R 1LA t: 07799 415829 e: jeremy@listenandlearnresearch.com w: listenandlearnresearch.com @LALResearch Or connect on LinkedIn 17

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