Category Archives: Blog

Meet us at… ‘Analysing Images in Social Media’ at Sentiment Symposium, 15 July

Sentiment Analysis Symposium conference

Our CIO and Pulsar’s VP of Product, Francesco D’Orazio (@abc3d) is off to the New York for the Sentiment Analysis Symposium on 15-16 July 2015. The event aims to help you discover business value through analysing opinions, emotions and attitudes in social media.

Fran will be speaking about Visual Social as part of the presentation track on 15 July at 9.25am.

Alongside Fran, there are many fascinating speakers – we’ve picked out a few highlights:

  • Predictive nature of social media Inferring demographics from Social Data,  Rohini Srihari, Chief Scientist at SmartFocus
  • Providing direction to the fashion industry based on online sentiment’s deviations from expert-anointed colors, Bethany Bengtson, Analyst at Bottlenose.
  • A predictive model of social/content effectiveness, Jason Moriber, Executive Director at Verizon Wireless
  • Emojineering at Instagram, Thomas Dimson, Software Engineer at Instagram

Registration for the conference is still open and you can buy tickets here.


Learn about how to make sense of visual data with Pulsar’s Instagram Integration and new Content feature. Also look at our research study ‘How Stuff Spreads #1 – Gangnam Style vs Harlem Shake‘, which analyzes how visual content is spread online.

If you’re attending Sentiment Symposium and want to schedule a meeting with Francesco, follow this link to his calendar and choose your time slot.

Interested in learning more about image analysis in social media or you want Francesco to talk at your conference, send him an email:

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

Meet Annie Bell… our new Research Manager 

Annie joined FACE as our new Research Manager in April, and I sat down with her last week to have a chat

Introducing Annie Bell to FACE

Tell us what brought you to FACE?

One of my biggest reasons for joining FACE was to expand my wealth of qualitative experience, especially co-creation. As FACE developed from an incredibly strong co-creation background, I couldn’t think of a better agency to broaden my research skills – particularly in this area.

I was also attracted by the opportunity of engaging consumers in this sort of creative way and working together as a team to try and produce something a bit special .The idea of getting ideas from consumers directly and tapping into their creative imaginations is really exciting to me

And of course, I can’t not mention the amazing team that works for FACE! I’m still yet to get to know a lot of people, but it was a vital draw to the company – although I didn’t realise this until my first interview!

What draws you to market research, and what sectors do you enjoy working with? 

I studied Drama and Cultural Studies as an undergraduate, which was fun and diverse – I loved getting to grips with different characters, what makes them tick, and how cultural context drives their attitudes and behaviours. This followed with a conversion course to Law, which combined my fascination for human nature with practical problem solving.

If it’s not clear already, all this human nature stuff relates to why I want to study humans for a living – I find us pretty interesting! I also have a real interest in brands and what they signify for us, which probably stems from when I was about six years old.. I was bought a skirt from a family friend from Harvey Nichols (lucky kid), and I remember parading around in it, acting like a mini brand advocate. Even at six, brands had really rubbed off on me – in that moment, I knew that skirt made me “cool”! Temporarily anyway…

So far, I’ve gained most of my experience in FMCG and personal care, the latter being a real interest point, as well as the automotive industry. To me, it’s products within sectors like these that we build really interesting emotional relationships with – and I find it fascinating to dig into how these sorts of products can make someone ‘feel’.

What are you most looking forward to learning and achieving in your new role?

Like I’ve already mentioned, the chance to learn more about co-creation, and develop some solid new skills in this area of research.

Also, I’m really looking forward to developing new skills that explore fun ways of truly enthusing consumers – how to get the best out of them in workshop and co-creation setting, and therefore walk away with something really exciting to us and the client. I’m hoping I can draw on my drama skills to help with this!.

Tell us about yourself outside of work!

My biggest and probably more interesting activity outside of work is being a part of the indie choir Some Voices. We sing stuff like ‘No Diggity’ in six parts (or most recently a Beyonce/Eurythmics mash up) and usually have four big gigs a year. Our last gig was at Oval Space and then previously, KoKo in Camden – usually it’s a squeeze to fit all 350 of us onto a stage.

I also started swing dancing recently with some friends, and love a random gig (like puppet shows, immersive theatre) – the more random the better!

Interested in joining us at FACE? Send your CV to our head of research Matt Arnold – we’re always keen to hear from smart qualitative thinkers:

Meet Mauricio Silveyra… our new Associate Research Director

Mauricio joined FACE as one of our freelancers back in January 2015. He quickly integrated himself into part of the team and is now one of our Associate Research Directors. We thought it’d be cool to interview him, so here goes over to Mau.

Tell us what brought you to FACE?

Mauricio Silveyra Associate Research Director

Having previously worked at Flamingo, Firefish & Clear I had heard good things about FACE – having a similar client set, you begin to hear about companies on the radar.

After meeting with Matt and Esther, they welcomed me to do bits of work here and there. The next thing I knew I was here every day… and I was happy! I’ve been delighted not only about the diversity and cleverness of the work, but how kind and interesting people at FACE are. It really is something unique – a mix of creative chaos and streamlined brilliance. 

What draws you to market research – and what sector do you prefer to work with?

This may sound geeky, but marketing and branding is in my blood. My mother has been both a consultant and a branding professor. I always knew I would be playing with prototypes and playing the “guess the segment” game when I grew up but where I really found my passion was when I fell into the world of sociology at school.

I love learning about different cultures. I know everybody says that because it’s the trendy thing to say, but I genuinely can nerd out trying to understand social dynamics of one group of people versus the next or looking at symbolism. At the end of the day, I feel I understand more about this big group we all belong to, humanity – it inspires and keeps on surprising me.

For the past ten years I’ve worked mostly with FMCG, but I am drawn to people across categories. When I run into a segment I used to work with in FMCG, say in technology or banking, I feel I get another piece of the puzzle. We are not one dimensional and neither are respondents.

What are you most looking forward to learning and achieving in your new role?

Every day I learn something new from everyone in the office, so for once in my career I am not setting definite “targets” to explore. Rather I come in every day with an open mind and find that I go home every night having learned something new. All I want is to add value and enjoy the work I do.

Tell us about yourself outside of work!

After constantly moving from 17 to 31 years old I finally found a corner of the world to call my own in East London. I’m still making roots and discovering the city, but I also spend a fair amount of time at home with a cup of coffee reading and doing arts or landscaping my underwater gardens (fishtank with plants). Half of everyone I know is sprawled around the world, I spend a fair amount of my free time traveling to see them - we often pick new cities to discover together.

The longer I am here the more local friends I make, so that is changing my days in wonderful ways.

Connect with Mau on LinkedIn or if you want to find out how FACE can solve your innovation or research problems, send us an email to:

New! Social media insight from 1.4 billion people with anonymised & aggregated Facebook topic data

Today I’d like to share something new which we are very excited about. We are partnering with DataSift to offer game-changing social media insight – the ability to draw on anonymised and aggregated Facebook topic data. This new data source for the research industry has the benefit of drawing on aggregated and anonymised analytics covering 1.44 billion Facebook users, with searches across more than 60 variables. This allows us to tap into what audiences are sharing and engaging in on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private. This could be a valuable way for your brand to understand:

  • How, where and when brand and category-related content is being created and shared
  • What audiences are sharing information on and engaging with your brand – and your competitors
  • How a particular target demographic shares content, or interacts with media on Facebook

I’d love to discuss with you ways this data might be of use, and how it can augment your existing customer insight work – send me a note ( if you’d like to talk further. pylon-diagram Facebook topic data

Get a free trial

We are offering a free trial of this data in Pulsar to all FACE customers. Just contact me ( if you’d like to get set up. We can of course augment this with Twitter, Instagram, YouTube and blog data for more comprehensive social media intelligence, as required. If you think your digital marketing or social media teams would be interested to learn more, do pass on their details too. Facebook is most brands’ biggest social marketing investment, so this new source of insight offers huge opportunities for optimising content, communications and targeting. We’re very excited to be introducing it to boost our ‘socially intelligent research’ offer. Pulsar Facebook topic data launch Matt Arnold is Head of Research for FACE UK and Asia. He’s a strong believer that ‘context’ must remain the driving force behind research and planning design, and aims to continually provide solutions that work to broaden client thinking and challenge conventional wisdom. Find him on LinkedIn here. Or learn more about this new datasource from our VP of Innovation, Francesco D’Orazio, who shares 8 Reasons Why Facebook Topic Data is a game-changer for the marketing and research industries.