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The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
The Qualitative Insight Social Media Revolution
Daniel FazekasBakamo.Social
1 February, 2016
#NewMR 2016 Sponsors
Media Partner GreenBook
Did you think social media research can
Save lives,
Improve health,
Make people happier?
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
The part you know…
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
OBSERVATION
Share of buzz
Channel distribution
Keyword frequencies
Word Clouds
Trendlines
Conversation spikes
Volumes
Sentiment NLP
But there is a different way
Fears
Reasons
Ideas
Needs
Share of buzz
Channel distribution
Interpretations
Tensions
Triggers
Stories & Experiences
Hopes
UNDERSTANDING
Keyword frequencies
Word Clouds
Narrative framesConsumer Orientations
Trendlines
Conversation spikes
Aspirations
Concerns
Pain pointsVolumes
Context fieldsSentiment NLP
OBSERVATION
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Truth and Method
Technology is the tool, not the solution
Research is a creative process
Humans understand humans
What is meant is often not said
Hypothesis-free approach
The raw material
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Unexpected Insights
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Unexpected Insights
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Cancer travels through water
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Unexpected Insights
Unexpected Insights
Chocolate is about nationalism
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Unexpected Insights
Unexpected Insights
Food is the most important marker
of quality care
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Take Aways
SOCIAL MEDIA INTELLIGENCE IS:
Unique window on consumers in-the-moment self-expression: raw, real and refreshing
Insights from beyond the constraints of social normativity
Reporting is agile, deep, and astonishingly comprehensive
Best of all, it plugs in really easily as complementary discovery tool
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
Daniel FazekasBakamo.Social
Ray PoynterThe Future Place
#NewMR 2016 Sponsors
Media Partner GreenBook
Q & A
How it is done
A TYPICALPROJECT: Lasts 2-3 weeks Data sets 1M+
mentions
1 research director 2 analysts 15 listeners
NEEDED SKILLS Language Internet literacy Data handling Research brains Perseverance
The Qualitative Insight Social Media Revolution
Daniel Fazekas, UK, Festival of NewMR 2016
BusinessProblem
Tune in toconversation
Capturing theconversation
Hypothesismaking
NaiveReading
AuthenticVoices Ratio
Validation & quantification
SortificationBusiness Solution
CONTACT
daniel.fazekas@bakamosocial.com+3630 2627 506 @bakamosocial
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