One could be Prince Charles, the other Ozzy Osbourne. We voluntarily spend hours on social networks following topics, brands, and people. But when designing user experiences, rarely do we consider using data derived from monitoring and analyzing social conversations. In this brief speech, I¹m going to discuss the methodology we adopted in nois3 for identifying target demographics and influencers through the analysis of social conversations enriched by successive targeted searches. Only after this process do we decide on a strategy for creating the user experience. This is what Data Driven UX really is.