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