Rebecca Carson | rebecca@brandwatch.com | @brandwatch | #brandwatchtips

Insider Tips for Actionable Social Research

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Brandwatch Research Services

Conduct industry leading insightful research that makes social data more actionable for our clients.

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Social insights are great

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But conducting Social Research can sometimes feel a bit like this…

Now what…?

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Its not a useful Insight unless you can do something with it

That’s interestin

gDATA

MIND BLOWNUSEFULINSIGHT

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Planning A Social Research Project

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Thinking this way limits your possibilities

Metrics I know about

Questions it’s possible

to answer

Research Plan

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“It’s hopeless asking you anything”

“Not if you ask the right questions”

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This is much more exciting

Challenges I have in my business/role

Research Plan

Questions I have about my industry & consumer

Things I’d love to know and problems I haven’t yet solved

Find a way to ask those questions in

the Brandwatch Platform.

Combine metrics/data sources and create new

methodologies

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The Right Questions

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What do we want to be able to do that is new or different based on this report?

Why You’re Doing This?

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What decisions are they empowered to make in their roles?

How are they connected to others in the business?

Who is this research going to help?

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Insights come from “difference”, make sure your research structure contains context.

How will you know what “good” looks like?

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Tips ForFinding Insights

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Trend Lines• Zero in on peaks• Segment by page

type• Segment by

category & content type

• Use average Time of Day to uncover behavioral trends

Segment & Filter

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Segment & FilterTopic CloudsFilter out noise

• Add a tag to irrelevant mentions and exclude it – e.g. deal sharing

• Consider removing RTs to look at only original opinions

• Try the sentiment coloring• Filter by page type to give

tips on channel strategy• Filter by categories to dig

deeper

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Cross your data points

Author Type Attitude ChannelDiscussion

Topics

Author Type Attitudex CONSUMER SEGMENTATION

Discussion TopicsAttitude x SUCCESS & PAIN POINTS

Author Type Discussion Topicsx INFORM TARGETED MESSAGING

All of the above x Channel INFORM ONLINE CHANNEL STRATEGY

INSIGHTFUL

=

=

=

=

INTERESTING

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Ask more from Social Data

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What does the over 50s woman want

from a fashion brand?

Find us a new spokesmodel

Recent Client Asks

Do customers really

understand our slogan?

Help us optimise our social customer service

Help us evaluate

our content strategy

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Key Takeaways

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Key Takeaways

Ask More

Find Different

Get Specific

Dream Big

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Now You Know