Social Media allows us to do something very similar to qualitative research on a mass scale. For the first time millions of opinions and conversations are available on-line in an endless, and mostly open, insights field. But you need a solid methodology to mine this field and make sense of the data in a meaningful way to the brand.

Like in any other research process, social media analysis is based on building samples to ensure representativeness, preparing/cleaning up the data to ensure relevance and only then running various (and iterative) layers of analysis. This is why social media analysis is about reducing complexity and pattern recognition and has to be based on a mix of quantitative and qualitative methodologies and on a mix of  human and software analytics.

Our research process is based on a proprietary framework designed to turn raw data into tactical and strategic insights:

1. LANDSCAPE: summary of the most important data for any specific search

2. LEADS: identify the glitches and anomalies that might be pointing towards a relevant phenomenon

3. DRILL-DOWN: investigate the various leads through different types of drill-down actions

4. EVENTS: get to the bottom of what caused a specific phenomenon turning it into a well-defined event

5. INSIGHTS: build tactical and strategic insights off the back of the events uncovered

6. TRENDS and MODELS: bring together events and insights in a comprehensive trend that tells the story of the brand over a specific period of time; identify recursive patterns and suggest actions which will cause a trend to emerge again