Agile, adaptive customer intelligence using social media by Andrew Needham and Jess Owens at Insight Innovation Exchange Europe 2014

1. Agile, adaptive customer intelligence
using social media Jess Owens, @FaceResearch
1

2. Our clients are already engaging
in "agile marketing"…
Can research keep up?

3. agile
ˈ
adʒʌɪl/
adjective
1. Able to think and understand quickly.
2. Able to move quickly and easily.

4. Using social media research,
insight can keep up in real-time
We tracked the UK horsemeat
crisis as soon as it started
Key stats in 2 hours:
email at 23:39
4

5. There's already buzz about agile
qual research
From…
To…
Matt Warta of GutCheckit, working with Proctor & Gamble

6. What does social media research
add to the mix?

7. When crisis hits, the value of an
agile response is immediate
7

8. Great Britain
Indonesia
USA
Malaysia
Nigeria
Ireland
India
Spain
France
South Africa
Other
07 May
2013, 10
pm
the rumour
spreads on
Twitter
How fast does news travel?
10 PM
8 PM
11 PM
9 PM
Wed 08 1 AM
10 PM
2 AM
3 AM
4 AM
5 AM
6 AM
7 AM
Conversations about Alex Ferguson
retirement by the hour by country
8 AM
9 AM
10 AM 11 AM
12 PM
1 PM
2 PM
3 PM
4 PM
5 PM
6 PM
7 PM

9. What's the process?
Real-time





Topics
Threats
Quant stats
Customer voice
Influencer IDs
Day 2
 Advanced
visualisations
 'What it all meant'
story for press or
senior execs
Next week
 Network analysis of
community structure
 Strategic plans for
next time

10. adapt
əˈdæpt
verb
1. To change (something) so that it functions better or is better suited for
a purpose
2. To change your behavior so that it is easier to live in a particular place
or situation
10

11. Social media data is always-on

12. Truly adaptive research needs to
empower the client-as-superuser