The document discusses how qualitative social media research can provide unexpected insights by going beyond surface-level metrics and sentiment analysis to truly understand consumers' experiences, concerns, and motivations expressed online. It presents an approach called "The Qualitative Insight" which interprets social media data through a humanistic lens to develop a deep understanding of consumers. Examples are given showing how this approach has uncovered insights about topics like cancer, nationalism related to chocolate, and perceptions of healthcare. The document advocates that social media research is best done through a creative, hypothesis-free process led by researchers skilled in various areas who can listen authentically to consumers' voices online.

1. The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
The Qualitative Insight
Social Media Revolution
Daniel Fazekas
Bakamo.Social
1 February, 2016
#NewMR 2016 Sponsors
Media Partner GreenBook

2. Did you think social media research can
 Save lives,
 Improve health,
 Make people happier?
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016

3. The part you know…
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
OBSERVATION
Share of buzz
Channel distribution
Keyword frequencies
Word Clouds
Trendlines
Conversation spikes
Volumes
Sentiment NLP

4. But there is a different way
Fears
Reasons
Ideas
Needs
Share of buzz
Channel distribution
Interpretations
Tensions
Triggers
Stories & Experiences
Hopes
UNDERSTANDING
Keyword frequencies
Word Clouds
Narrative framesConsumer Orientations
Trendlines
Conversation spikes
Aspirations
Concerns
Pain pointsVolumes
Context fieldsSentiment NLP
OBSERVATION
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016

5. Truth and Method
 Technology is the tool, not the solution
 Research is a creative process
 Humans understand humans
 What is meant is often not said
 Hypothesis-free approach
The raw material
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016

6. Unexpected Insights
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016

7. Unexpected Insights
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Cancer travels
through water

8. The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Unexpected Insights

9. Unexpected Insights
Chocolate is about
nationalism
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016

10. The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Unexpected Insights

11. Unexpected Insights
Food is the most
important marker
of quality care
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016

12. Take Aways
SOCIAL MEDIA INTELLIGENCE IS:
 Unique window on consumers in-the-moment self-expression: raw, real and refreshing
 Insights from beyond the constraints of social normativity
 Reporting is agile, deep, and astonishingly comprehensive
 Best of all, it plugs in really easily as complementary discovery tool
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016

13. The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Daniel Fazekas
Bakamo.Social
Ray Poynter
The Future Place
#NewMR 2016 Sponsors
Media Partner GreenBook
Q & A

14. How it is done
A TYPICALPROJECT:
 Lasts 2-3 weeks
 Data sets 1M+
mentions
 1 research director
 2 analysts
 15 listeners
NEEDED SKILLS
 Language
 Internet literacy
 Data handling
 Research brains
 Perseverance
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Business
Problem
Tune in to
conversation
Capturing the
conversation
Hypothesis
making
Naive
Reading
Authentic
Voices Ratio
Validation &
quantification
Sortification
Business
Solution

15. CONTACT
daniel.fazekas@bakamosocial.com
+3630 2627 506
@bakamosocial