Published on February 20, 2014
Agile, adaptive customer intelligence using social media Jess Owens, @FaceResearch 1
Our clients are already engaging in "agile marketing"… Can research keep up?
agile ˈ adʒʌɪl/ adjective 1. Able to think and understand quickly. 2. Able to move quickly and easily.
Using social media research, insight can keep up in real-time We tracked the UK horsemeat crisis as soon as it started Key stats in 2 hours: email at 23:39 4
There's already buzz about agile qual research From… To… Matt Warta of GutCheckit, working with Proctor & Gamble
What does social media research add to the mix?
When crisis hits, the value of an agile response is immediate 7
Great Britain Indonesia USA Malaysia Nigeria Ireland India Spain France South Africa Other 07 May 2013, 10 pm the rumour spreads on Twitter How fast does news travel? 10 PM 8 PM 11 PM 9 PM Wed 08 1 AM 10 PM 2 AM 3 AM 4 AM 5 AM 6 AM 7 AM Conversations about Alex Ferguson retirement by the hour by country 8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM
What's the process? Real-time Topics Threats Quant stats Customer voice Influencer IDs Day 2 Advanced visualisations 'What it all meant' story for press or senior execs Next week Network analysis of community structure Strategic plans for next time
adapt əˈdæpt verb 1. To change (something) so that it functions better or is better suited for a purpose 2. To change your behavior so that it is easier to live in a particular place or situation 10
Social media data is always-on
Truly adaptive research needs to empower the client-as-superuser
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