The growing need for social and digital consumer intelligence.
The pressure is on to meet shrinking budgets and timescales for consumer insight. Let me introduce where social and digital consumer intelligence can help to meet your insight challenges.
Dr Jillian Ney Founder The Social Intelligence Lab
As we enter 2020, change in the customer insights landscape is accelerating at an unrelenting pace with new data sources, technologies, and methodologies continuing to re-shape our industry.
We’re being tasked with finding better, faster and cheaper approaches to consumer insights and never before have there been so many options to choose from.
Recently, there has been a growing acceptance that insights professionals can adopt new, faster methods with reduced accuracy to answer less complex questions. The slew of new research technologies offer promise, but we still have a lack of understanding of what new technologies and approaches are best suited where.
There’s also a growing renaissance of qualitative research and the adoption of 'voice of the customer' data sources. This makes social media intelligence a strong contender for use in future research methodologies. Certainly, the explosion in unstructured data sets from ‘conversational’ data sources (chatbots, voice, branded communities) means that the professionals with skills in interpreting social media data will be in high demand.
The social media intelligence industry itself has moved into a new phase of maturity and integrating with the demand for tech-enabled consumer intelligence - what is being termed digital consumer intelligence.
Digital consumer intelligence is about blending data sources and approaches to create ‘thick data’ in order to more deeply understand the motivations of behavior. It’s about knowing what methodology to implement for accuracy, time and budget.
This collection of discussions, trends, and predictions feature some of The Social Intelligence Lab’s leading experts, forward-thinking clients and trusted vendors across our ecosystem. Together they explore the dynamics and challenges of social and digital consumer intelligence in consumer insights.
We look forward to working together with our clients and partners to better understand the changing landscape, and help insights teams leverage digital consumer intelligence in 2020 and beyond.
I personally hope you find this guide useful as you plan your year ahead.
Dr Jillian Ney The Social Intelligence Lab
The Social Intelligence Lab is a professional membership community for people running social intelligence programs at the world's leading brands and agencies.
We connect, educate and support our members to help them build stronger insights initiatives through language and conversational data, and other digital consumer intelligence sources.
Together, we challenge industry norms, discuss best practices, and are working to develop ethical standards.
