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Archive for the ‘Insights’ Category

Augmented Research, BigData, Blog, Conferences, Infographics, Insights, Social Media

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10 Reasons Why We Visualise Data #dvizldn #bdw #bigdataweek

  • Date April 26 2012
  • Posted by Francesco
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Data Visualisation is a key tool in a any researcher’s toolbox nowadays. But since graphic methods were first designed and then revisited with the introduction of computers, we kind of stopped questioning data visualisation in terms of the real value that’s adding to our research and our ability to produce new knowledge.

Now with Big Data and the Real-Time web we are entering a whole new phase in the history of data Visualisation. New challenges lie ahead and new methods are being devised, so we felt compelled to look into it again to try and focus on how exactly data visualisation really helps us make sense of complexity.

Fresh from our presentation at BigDataWeek London last night, here’s a quick intro to the 10 reasons why we like visualising data.

10 Reasons Why We Visualise Data
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Augmented Research, Blog, Innovation, Insights, Social Media

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The Death of Surveys: What Next?

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Mountain PeaksFlickr: By The Paperclip

This article was originally published in Research World Magazine‘s March/April 2012 issue. In it, Andrew Needham, Face CEO and Founding Partner, discusses what needs to be done for social media analysis to provide real research insights.

“Will Social Media Replace Surveys as a Research Tool?” This Advertising Age headline from March 2011 sent ripples through the industry. Joan Lewis, the top research executive of Procter & Gamble, the world’s biggest research buyer, predicted a dramatic decline in the importance of surveys by 2020 due to the rise of social media.

Her reasoning was simple: with so much real-time data about our customers, structured research is less relevant. The decline of surveys was used as one example in a much bigger debate about how the research industry must change if it is to keep up with emerging client needs. As she said, it is less about methodology or sample representation and more about finding that game-changing insight. But in a consumer landscape that is changing so quickly, how do you efficiently extract meaningful insight from all the ‘big data’ consumers are producing? How do you connect all the dots?

The answers to these questions lie with technology and learning new skills. The research industry needs to embrace technology to develop social and community-based tools that are better configured to the needs of client CMI departments. In terms of dashboards, tools such as Radian6 and Sysomos are very good when it comes to social listening, but we are in the business of generating social media insight. Crafting quality insights requires customised data, and bespoke algorithms and modules. Clients are demanding more depth when it comes to understanding audiences’ relationships with a brand via the social web. A key challenge has been anonymity. Trying to pinpoint an audience demographically has not been possible, but it has been possible to track relationships through passions and interests. By developing a more dynamic and real-time approach to audience segmentation, brands can deliver content that is relevant and meaningful.

Technology can also help researchers extract more meaningful insight from the data by moving beyond analysing conversations by volume and doing more to understand the data’s impact and influence – its ‘visibility’. This requires weighting the data using specific algorithms for each social media channel. Furthermore, all current social media mining tools look only at content, and overlook context and behavioural data. This means that most of them are not making the most of the data feast. When it comes to community platforms there is much that can be improved, but integrating social media data in real time is key. Real value comes from mapping the data onto the rest of the research toolbox.

These innovations need to come thick and fast because clients want to be able to connect the dots between different data sets to better project what is going to happen in the future. To do this effectively requires more human analysis and consulting working alongside technology. The industry needs to look outwards so it can attract different types of people with different skill sets. Finding researchers who are also technologists, or technologists who are also social anthropologists is difficult, but we are going to see a greater mix of technological skill sets with more traditional ones. This mix will lead to the development of new methodological frameworks, powered by technology, to help gather and analyse those game-changing insights in a consumer landscape that is changing so quickly.

As Joan Lewis said, “When we’re doing it, we need to do it well. It’s really been easy for people to take the idea that the world is changing as an excuse to do really poor work. And there’s no excuse.”

Blog, Communities, Conferences, Crowdsourcing, Innovation, Insights, Pulsar, Research Communities, Research Communities 101, Social Media

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Top Posts of the Past: Augmented Research

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A little over a year ago, our Francesco D’Orazio presented this slideshow at the WARC‘s “Online Research Now and Next” conference. Since then it has been one of our top presentations on Slideshare. Augmented Research is still relevant, which makes this presentation another installment of our Top Posts of the Past Series.

Augmented Research
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Blog, Infographics, Innovation, Insights, Interesting Stuff

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Top Posts of the Past Series: Data Should be Beautiful, Playful and Enlightening

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One of the challenges of the research profession is to present data and insights in easy to understand and engaging ways. Often the answer is data visualizations. Since infographics are getting ever more popular, this post from 2010 seemed appropriate as the second installment in our Top Posts of the Past series. Though the post is about two years old by now, these 5 tips for creating easy beautiful data visualizations are still quite relevant.

Data Should be Beautiful, Playful and Enlightening

playful images

As part of the onedotzero season at the BFI in November I attended a fascinating forum on Data Visualisation on Friday night. There were a number of speakers who showcased their work the highlight being David McCandless the author of Information is Beautiful.

The key themes from the event can be summed up as follows:

1. We live in an era of of information overload and huge complexity we need help to make sense of it all.

Continue Reading the Article Here

Blog, Insights, Pulsar

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Teens, Treats and Term Time

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What social media tells us about how Treat-y Brands can be even more of a treat when school is in!

Summer vacation time is a key time for many food and drink brands, particularly those for whom teens are a key audience.  It’s open season right, parents are off guard and teens have more freedom?

To test how this plays out in social media, we set out to see just how much difference there was between summer vacation and school time in terms of how some key brands were talked about by teens in social media.  Was there more of an emotional connection with these brands in vacation vs. school?  Is vacation time really a time for treating?

We decided to focus on how brands were talked about in the context of family purchasing.

We tracked mentions of 5 key brands in connection with purchases by family members (mom, dad, brother, sister) across 2 summer vacation weeks and 2 term time weeks

The first thing we noticed was the in the family purchasing context, these brands were talked about more in School Time than they were in Summer Vacation

Yes, that’s right; in a family context these brands were mentioned more during the school period, so when it comes to family purchasing for teens, we see that it was something to shout about more in term than out of term..

So they are talked about a little more in term, but are they talked about differently?

After delving into the data, one very important difference emerged between vacation and term time.  In social media, these ‘treat’ brands are something to shout about much more emotionally during school time

These brands may be more plentiful during the holidays, when teens have more time to enjoy, but they are actually more valued as a family purchase during the school term.

The summer time Tweets were factual. The treats were enjoyed, but the teens weren’t very emotive, particularly when compared to the second search.

Across these mentions of family lead purchases there is a continual pattern of enthusiasm around the treats during the school term. Though the words themselves might be similar, the punctuation and use of smileys is more in evidence in the school time Tweets.

When it comes to purchases by Mum and Dad, Treat brands can be even more treat-like during the school year.

They mean more, perhaps, because of their rarity.

Brands are always looking to leverage a seasonal and emotional connection with their target audiences, but shouldn’t lose sight of the fact that even out of the open summer season, there are still reasons – and perhaps even more so – for teens to shout about how much they enjoy them!

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