Harness the Power of Social Data for Consumer Insights

CHARLOTTE VANG /

STRATEGY & INSIGHTS MANAGER UK

3Offices

NEW YORK | US

BRIGHTON | UK

BERLIN | GERMANY

100+YEARS COLLECTIVE

EXPERIENCE IN RESEARCH,

SOCIAL, MARKETING &

COMMUNICATIONS

1GLOBAL

TEAM

13LANGUAGES

SPOKEN

75M+AVERAGE NUMBER OF POSTS

ANALYZED PER DAY

19SUBJECT

MATTER

EXPERTS

ACROSS

24VERTICALS

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The Power of Social Intelligence

• 1.3 billion accounts

• 500 million Tweets sent each day.

(That’s 6,000 Tweets every second)

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*socialpi lot.co, January 2018

• 500 million daily active users

• 95 million photos uploaded each day - with

4.2 billion Instagram likes per day

Segment the data to discover underlying themes

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25%

25%

20%

11%

8%

8%

4%

2%

0% 5% 10% 15% 20% 25% 30%

Obesity/ weight

Diabetes

Heart diseases

Cancer

Teeth

Liver damage

Alzheimer's

Migraines

% HEALTH CONCERN MENTIONS

SUGAR HEALTH CONCERNS

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QUALITATIVE

METHODSSCALE

QUANTITATIVE

METHODS

SOCIAL MEDIA

ANALYTICSDETAIL

Social Research Capabilities

• Ethnographic

• Focus groups

• Longitudinal

• Panels

• Observational research

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FASTER CHEAPER

REAL-

TIME

Good Questions

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How do people

feel about

their homes?

What does

the over 50s

woman want

from a fashion

brand?

What makes

people chose

physical

shopping

over online?

How can we

encourage

millennials to

think about

pensions?

What is the

public attitude

towards mental

health?

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The Value of Social Data in Context

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PLANQUESTIO

NINSIGHTS

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PLANLISTEN INSIGHTSQUESTIO

N

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QUESTION

INSIGHTS

LISTEN

PLAN

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Filling the Gaps

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“What should we ask?”

“Can we go back and ask…?”

“I did not expect that!”

Bridge the space between what people say and what they do

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Say Think Do

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Cementing your findings

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What are public attitudes towards mental

health in the UK?

How are people experiencing

risk symptoms?

Are those with chronic

symptoms getting help?

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12.9m mentions

UK, 2012-2017

Repeat measures design

Anxiety, depression,

eating disorders,

body dysmorphia

• Anxiety

• Depression

• Eating Disorders

• Body Dysmorphia

• Sleep disruption

• Fatigue

• Appetite change

• Body image

• Chronic pain

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All mental health discussion

Specific mental health conditions

Specific symptom areas

Chronic sufferers

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Risk symptoms vary across the UK

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Lack of emotional openness maybe

barrier to accessing help

Brits were 31% more critical

when discussing crying online

than US authors, who were more

sympathetic.

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Despite this, medication was mentioned twice as often as therapy

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20% 10% 8%

DRUGSTHERAP

YLIFESTYLE

• There was limited evidence of pro-eating disorder

conversation.

• Might take place on closed forums

• Eating disorders was the only category for which more

people sought advice than gave advice.

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Political events cause widespread

sleep disruption

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Twitter @cavangca

Charlotte VangStrategy & Insights Manager, UK

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