Agile, adaptive customer intelligence using social media by Jess Owens

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Information about Agile, adaptive customer intelligence using social media by Jess Owens
Business & Mgmt

Published on February 20, 2014

Author: Facegroup



Agile, adaptive customer intelligence using social media by Andrew Needham and Jess Owens at Insight Innovation Exchange Europe 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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