agile, adaptive customer intelligence using social media by jess owens
DESCRIPTION
Agile, adaptive customer intelligence using social media by Andrew Needham and Jess Owens at Insight Innovation Exchange Europe 2014TRANSCRIPT
1
Agile, adaptive customer intelligence using social media Jess Owens, @FaceResearch
Our clients are already engaging in "agile marketing"…
Can research keep up?
agileˈadʒʌɪl/adjective
1. Able to think and understand quickly.
2. Able to move quickly and easily.
4
We tracked the UK horsemeat crisis as soon as it started
Using social media research, insight can keep up in real-time
Key stats in 2 hours: email at 23:39
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?
7
When crisis hits, the value of an agile response is immediate
10 PM 11 PM Wed 08 1 AM 2 AM 3 AM 4 AM 5 AM 6 AM 7 AM 8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM
07 May 2013, 10 pmthe rumour spreads on Twitter
Great Britain
Indonesia
USA
Malaysia
SpainIndia
Ireland
France
Nigeria
Other
South Africa
How fast does news travel?
Conversations about Alex Ferguson retirement by the hour
by country
What's the process?
Next week Network analysis of
community structure Strategic plans for
next time
Day 2 Advanced
visualisations 'What it all meant'
story for press or senior execs
Real-time Topics Threats Quant stats Customer voice Influencer IDs
10
adaptəˈdæptverb
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
Social media data is always-on
Truly adaptive research needs to empower the client-as-superuser