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Social:
The Third Eye of
Market Research
October 2016

2. The Third Eye
The third eye is our ability to see
what might be – to see potential

3. Social,
the Third Eye for
Market Research

4. Social can be integrated
into market research at
every phase

5. Makes visible the
unmediated voice of the
consumer

7. Use
real-time metrics
to identify issues

8. Use historical
data

9. Leverage its coverage
of (almost) every topic
and industry

10. Provides data from all
over the world

11. Social is an
underutilized
resource

12. Narrow and deep
• Stronger ties to business objectives
• Customized alignment with other
research sources
Broad and less granular
• Monitoring “vanity metrics”
• Macro-level
Different application = different analytic approach

13. Gain deep
qualitative
understanding

14. The
MindSight®
Matrix
We’ve identified the nine core
motives that drive human behavior.
WHATKINDOFCHANGE
WHERE I’M LOOKING FOR CHANGE
My SELF-IMAGE My WORK/PLAY My SOCIAL LIFE
EXPECTATIONSEXPERIENCESOUTCOMES
Insecure,
Afraid
Safe,
Confident
SECURITY
Ordinary,
Boring
Unique,
Interesting
IDENTITY
Incompetent
Talented,
Exceptional
MASTERY
Isolated,
Lonely
Accepted,
Belonging
BELONGING
Selfish,
Unloved
Sharing,
Caring
NURTURANCE
Ashamed,
Disrespected
Proud,
Respected
ESTEEM
Trapped,
Frustrated
Freedom,
Power
EMPOWERMENT
Passive,
Indifferent
Involved,
Absorbed
ENGAGEMENT
Defeated,
Pointless
Victorious,
Productive
ACHIEVEMENT

15. Use customized
themes to align
with other
research
Graphic from MindSight test using NetBase to analyze motives

16. Why is it so challenging to
get deep learning using
social analytics?

17. A lot of unstructured data
with tons of noise

18. Research not clearly
defined or too ambitious

19. Unrealistic expectations

20. Not enough focus and
effort to find the sweet spot
of new insight

21. A knowledgeable, experienced
researcher can leverage the power
of a social media analytic tool to
yield valuable insights.

22. Educate internal
stakeholders

23. Get ongoing feedback and
create success stories to
build support

24. Make social an essential
element of your market
research activities

25. Social Leads to
Randesomic Insights
A fusion of random,
awesome and epic