Interests
Demographics
History
Personality
Extraversion
Conscientiousness
Open-ness
Agreeableness
Neuroticism
“Elites”
“Techforward”
“Health conscience moms”
Brand Monitoring Consumer Insights
• Find engaged users of a brand via social
(over a defined time period)
• Examine what they follow to discover interests
•...
• Faster
• Cheaper
• Larger sample size
• Rich and more honest data
murray@whit.li
Holistic View of the Consumer Through Social
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Holistic View of the Consumer Through Social

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  • Can we discover these with Social Data?
  • Holistic View of the Consumer Through Social

    1. 1. Interests Demographics History Personality
    2. 2. Extraversion Conscientiousness Open-ness Agreeableness Neuroticism
    3. 3. “Elites” “Techforward” “Health conscience moms”
    4. 4. Brand Monitoring Consumer Insights
    5. 5. • Find engaged users of a brand via social (over a defined time period) • Examine what they follow to discover interests • Examineuser-generated content and determine unique personality traits (based on “Big 5 Personality Research”) • Combine interests, demographics and personality to create a persona
    6. 6. • Faster • Cheaper • Larger sample size • Rich and more honest data
    7. 7. murray@whit.li

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