All posts by Job Muscroft

Facebook Topic Data: 3 Use Cases for Market Research

As announced last month, FACE have partnered with DataSift to access Facebook topic data. This source analyses what everyone is talking about on the platform and provides aggregated and anonymised data about the topics they discuss and the demographics of the people engaging. 

The FACE team have been working with this data for a month or so now and wanted to share three use cases we think add real value to the market research industry.

1. Benchmarking brand health

benchmarking brand health

Globally the platform has a massive 1.44 billion users, making it the biggest social network in the world. This scale means it’s less a case of ‘representative’ coverage and perhaps more accurate to think of Facebook data in terms of a census, near 100% of the total population. A 2014 study from Pew reports that in the US 71% of the online population uses Facebook and in the UK, a 2014 Ofcom report notes that Facebook remains the default social networking site for almost all UK adults who are online (66%).

This scale and representative means that we can work with clients more confidently than ever before to use Facebook Topic Data to:

  • track brand health for brands more accurately than ever before without resorting to costly surveys 
  • benchmark brands against each other in categories for share of voice, sentiment and engagement, using Facebook metrics as industry standard norms  

 2. Audience insights for planning

Audience insights for planning

One of the challenges of using social data in research and planning has always been uncertainty about the people behind the status updates: who are they? With Facebook topic data we can now access aggregated granular demographic information on the audience.

With this data we have been able to give our clients reliable and representative reports on what their target audience groups (by age, gender, location lifestage) are talking about in key categories, plus understanding the content they share. This information gives researchers a robust and realtime methodology for building pen portraits of audiences that enable you to build platforms for new communication and product ideas.

3. Rapid testing of qualitative insights

Rapid testing of qualitative insights

Due to the private nature of the platform, interaction on Facebook tends to be more about your friends and family and the interests you share with them. This means that the information you share on online is likely more aligned to your real life offline persona.

For us it enables our researchers to use Facebook Topic Data in their research studies to test and quantify some of our hypothesis around product pain points, brand perceptions and general attitudes without resorting to surveys. This means we can use Facebook Topic Data to rule territories either in or out of product and comms development projects on a wide range of marketing categories

In the next few months we will be sharing a number of detailed use cases that we are working on with our clients so watch this space. 

If you would like to see how Facebook Topic Data can help your research brief, please send an email to:

Social Intelligence Beyond Monitoring #4: PR Crisis Management

Job Muscroft FACE CEOIn this blog series I’m looking at the emerging uses cases for social intelligence which are more than counting mentions of brands and consumer sentiment.

I want to talk about where the big value lies for companies investing in building capabilities of analysts and researcher teams who look at social data to go beyond telling what happened and answer why and what to do about it.

Previous blogs have explored social intelligence for real-time marketing and brand positioning. This month: PR crisis management.


A large mobile network brand needed social intelligence to manage their brand reputation during a big outage in 2012 – it impacted 10 million customers across 2 days.

What we did

Using social media listening combined with our team of analysts working closely with the client and their PR agency teams to provide live intelligence on the following:

  • Measure the scale of the problem in social media
  • Benchmark against typical performance or previous issues: how big a problem is it?
  • Understand how discussion is developing, minute by minute
  • Know which news stories & links are getting the most traction
  • Who are the influencers in the discussion?
  • Identify the individual messages getting the most attention
  • Understand the ideas and linguistic associations people are making with your brand

Why this worked

The client found this use of social intelligence during the crisis campaign helped them make agile and better decisions about how to communicate with their customers and turn around customer sentiment:

  • The team analysed around 1 million messages in realtime over the period of the outage and prioritised customers who needed help first and fast
  • We reported on how customers were reacting to the tone of the customer service social response
  • We helped to shape narrative from the moment the crisis started, first by recommending openly admitting uncertainty; “We’re still working out the causes of this problem” and even weakness “This isn’t an acceptable mistake to have made”.
  • At the tail-end of the crisis we also helped support the team to understand when it was acceptable to start using more humour as customers had a sense that the company were now on top of the issue


  • Quick reaction to conversations taking place online, combined with the company’s effective communications strategy resulted in an incredible shift in sentiment. Negative sentiment score reached – 37% at the height of the outage but started decreasing in the next 24 hours. Positive sentiment had risen from +8% to +27% as consumers recognized the company’s efforts to customer service.
  • During the outage, the clients Twitter followers increased by 30% and Facebook fans nearly the same.

In this case social intelligence was key in helping the brand to be open and “keep a dialogue going. The defining feature of a social media crisis is that the story has already escaped out of the brand’s control – so an old-school “no comment’ approach allows it to run away entirely. Sharing all the knowledge you have keeps the company’s voice central in the discussion, and allows them to start building a narrative that can help resolve matters.

Any thoughts or questions, as always feel free to get in touch with me at @JobMuscroft and

Social Intelligence Beyond Monitoring #3: Real Time Marketing

Job Muscroft CEO photo

In this series I want to look at the emerging uses cases for social media intelligence which go beyond counting mentions of brand and consumer sentiment. Previous blogs have explored social intelligence for brand positioning and product innovation.

This month, I’ll show how social media listening can help brands improve engagement with their digital marketing activities – and get actionable feedback in realtime to boost campaign performance.

The Brief

A large global retail brand needed social media intelligence to maximise the impact of their 7 day online treasure hunt promotion, the key activity in launching their new season campaign.

What we did

  • Live social media tracking of all competition mention of keywords and hashtags across 7 days the campaign was live
  • Analysis of the client’s owned channel analytics – Facebook Insights, Google Analytics, and promoted Twitter and Facebook spend
  • Multiple-daily updates to both the client and their digital advertising agency

Why this worked

Social media listening picks up the spontaneous or ‘organic’ discussion missed by owned channel analytics. But presenting that on its own would only have been half the picture. Key to the success of this project was our ability to work with multiple data sources to provide an integrated view of the campaign.

This meant we could convert basic social media metrics into real KPIs such as volume of organic buzz created per £1 spent, or the extent the campaign was driving conversions to new website visits.


The client found this use of social intelligence during the live campaign helped them make agile and better decisions about where to invest in the campaign to maximise the engagement with consumers:

  • On Day 1 of the campaign the client up-weighted promotion on Facebook which increased overall engagement levels of the campaign over the next 6 days by 50%
  • Day 2 of the campaign the client reduced the spend on more expensive prizes and diverted to small prizes that generated more organic consumer conversations which increased ROI by 30%
  • Year-on-year with the same marketing budget the client increased their overall engagement levels with consumers by 25%

In the next blog in this series I will be highlighting how we can use social intelligence can help you in a PR crisis.

Any thoughts or questions, as always feel free to get in touch with me at @JobMuscroft and

Social Intelligence Beyond Monitoring #2: Innovating a new mobile payment product

Welcome to the second edition of our blog series on Social Intelligence Beyond Monitoring, from FACE CEO Job Muscroft

In the second blog in this series I want to look at use cases for social media research which go beyond counting mentions of brands and consumer sentiment. Companies can find big, untapped sources of value if they invest in what we call socially intelligent research. What’s that? It’s research that goes beyond merely narrating what’s happening in social media to answer  the real questions ‘Why?’ and ‘What should we do about it?’  With this deeper level of insight, social media can do a lot more than simply monitor discussion.

Last month I talked about how social media intelligence can guide brand positioning; this month, product innovation.

The Brief

A large global financial services brand with a leading position in the credit card market was looking to develop a new proposition in the emerging area of mobile payment. They were interested in exploring peer-to-peer payments – don’t think Bitcoin decentralised networks (it was before that time!) but simply “consumer-to-consumer” payment between friends and family.

Using mobile phone at dinner table


What we did

We recognised that payment generates high levels of conversation amongst those communities that need to make regular payments such as students, small traders and families.  So we started wide by listening to discussion about the whole category of sending and receiving money. From this we identified thousands of relevant conversations, from which we identified 10 major pain points.

One notable behaviour was the large numbers of conversations started by people checking with their friend or family member that the payment had actually arrived. This showed people using peer-to-peer payment need validation and confirmation built into the systems so they know for sure when the payment has been made and received. An app can’t just offer financial transfer but needs to have a communication layer as well.

The next stage of the project was a co-creation workshop where we used the 10 painpoint areas to ideate the key features of the new P2P product with the target market. Using rapid prototyping methods, we develop a mobile prototype of potential app functionalities,  which we tested with a larger number of consumers for a further two weeks to refine the key product features.

An example of another P2P mobile payment product, Snapcash

An example of another P2P mobile payment product, Snapcash

Why this worked

The client found this use of social intelligence at the beginning of the innovation process had 4 main benefits. This method…

  1. Helped them quickly root ideation in strong observable and quantifiable global needs
  2. Gave the stakeholder team great confidence that the ideas they were generating would solve a real consumer need from the scale and robustness of the data from social intelligence, more than they felt they got from traditional small-scale ethnographic research
  3. Confirmed and brought to life the key target audience for the product
  4. Enabled the client to move to prototyping within four weeks, which is two thirds faster than their usual innovation approach

At FACE we call this ‘augmented research‘, tying together the best of social and qual and emerging and established research methods to get brands closer to their customers – and ultimately making better business decisions.

In the next blog in this series I will be highlighting how we can use social intelligence to help improve a live marketing campaign. Stay tuned!

Connect with Job on LinkedIn or Twitter, or get in touch by email:

Social Intelligence Beyond Monitoring: #1 Brand Positioning

Job Muscroft FACE MDWelcome to our new blog series on Social Intelligence Beyond Monitoring, from FACE MD Job Muscroft. In this series, Job will be showing how brands can get high-value insights from social media listening – first up, Brand Positioning.


There are now hundreds of social media monitoring tools on the market that allow you to quickly and easily mine thousands of conversations about brands and topics you are interested in learning about. In fact, as social listening has become an established part of brand health monitoring, most brands now subscribe to a platform and use key word search strategies to conduct basic monitoring around 2 main use cases:

  1. Measure how visible a brand is in comparison to its competitors.
  2. Track sentiment of customers likes and dislike about brand/products.

This type of monitoring is usually conducted by agencies on behalf of brands and feeds into the development of creative and comms strategies. This, in a world where digital and social advertising spend is now overtaking traditional spend, is crucial.

In this series of blogs I want to look at the emerging use cases for social intelligence which go beyond counting mentions of brands and quantifying consumer sentiment. I want to and talk about where the big value lies for companies who invest in building the capabilities of analysts and research teams to look at social data strategically – to go beyond saying what happened  to work out why, and what to do about it.

Social Intelligence for Brand Positioning


A large US female haircare brand with a strong legacy in the market is facing the reality that consumer perception has changed quickly over the last 2 years. It’s is looking to strengthen its brand positioning and identify new opportunities to engage with women.

Pinterest hair section

What we did

Our approach was informed by the fact that Haircare is a highly emotional category and generates high levels of conversation amongst women online. This social media discussion is highly visual who often share images within their networks in order to find the right solution for their hair.

  1. Started wide by listening to the whole category and identified a community of women driving the conversation around this product range and the most common articulated haircare needs
  2. Focused the next stage of the project on this active community by creating a social panel of women who we listened to for a month to give us insight into their lives beyond their care hair needs
  3. Aside from text analytics we spent time understanding the thousands of haircare images shared on Pinterest, Instagram, Tumblr and Twitter as an invaluable source of visual insight
  4. Workshop with client team to download insights and build positioning platforms together
Why this worked

The client stakeholder group found this approach to their challenge worked for them as it helped them to get closer to their consumers’ mindset than more traditional research groups or surveys. It additionally as it gave them strategic insights about both individual and group behaviour in the haircare market: it’s not just about one-to-one communication with your customer, but understanding how she shares with her friends.

  • Identified and brought to life a community of women that the brand needs to tap into if they are to reignite an connection with today’s consumers in this category.
  • Most importantly, it brough to to life the emotional struggles surrounding their ideals of beauty
  • Showed the specific language and aesthetic imagery that constructs the bonds within this community that can feed directly into more authentic creative executions
  • Gave insight into both individual and group behaviour in the haircare market: it’s not just about one-to-one communication with your customer, but understanding how she shares with her friends.
  • Highlighted the opportunities for the brand to position itself to engage the widest possible audience without alienating sub-communities

In the next blog in this series I will be highlighting how we can use social intelligence to help innovate products.

Connect with Job on LinkedIn or Twitter, or get in touch by email: