Augmenting Brands
Post on 09-May-2015
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Augmenting Brands with Real Time DataPhilip McNaughton, Face
A case-study about using social media
data to scale up qualitative insights
You can’t turn data into a story without joining it with other data
- Flip Kromer, founder and CTO Infochimps
This is a story about joining qualitative and quantitative data together
MonitoringCampaign TrackingTopic BuzzMining Insights
Scaling up qualitative learning
Validating insights
On a mass scale
Where Social Media Research is now….
But we can do more….
More specifically it’s a story about the power of scaling up qualitative insights with Social Media
A client came to us with insights developed through qualitative research, and asked us to validate, sharpen and
prioritize.
We first took a traditional approach: a survey > participants
respond to insights and tell us what they think
ArtificialEvaluative responsesStill limited sample sizeNo depth
Great, but some limiting factors…
This time, we wanted to augment this data with something a little different
We wanted to see whether the insights played out organically in the real world, not in the artificial world of the survey and the
focus group
We set out to see how Social Media
could augment and validate the
learning on a mass scale
Using our social media research tool Pulsar to pull in data from blogs, forums, videos, social networks.
The Big Challenge; if we can’t ask a specific question of social media
users, how can we ‘find’ a specific answer?
Starts by creating search terms that look very broadly at the insights, their categories, and behavior around them.
Create a clean data set with non-original consumer content removed – 5000 pieces of content
Home as self-
expression
Home as welcoming
place
Home as flexible & versatile
Home as showing-off
Apply a code frame to each one of the 5000 relevant pieces of content, matching each against each of the insights…
Obtain the relative size of each
insight’s foundation in real time, organic data
Qualitatively interrogate the data in each insight bucket for depth around its meaning
1. Where it’s discussed2. How it’s discussed 3. Sentiment 4. What categories are discussed5. Relative presence of a category
Qualitative Insight on a mass scale –
and we never even had to ask
Match our social insights back with the
quantitative data, to create a 360 degree data
perspective
Qualitative Insight on a mass scale –
and we never even had to ask
A word to the wise…
Depends on penetration of SMData must be cleaned Human process – labor intensiveSM is organic, but not the whole
storyStill needs other data for control
Qualitative Insight on a mass scale –
and we never even had to ask
1. Scale up qualitative insights 2. Mass organic qualitative insight
field 3. Cost effective validation4. Dig inside every data point for
depth5. Dynamically track insights over
time
Thanks!@facecocreation
info@facegroup.com
www.facegroup.com
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