|Author(s): Kyle Findlay
Collection: Congress 2015 - Revelations
Keywords: Brand Research, Text Analytics, Social Networks
ESOMAR Best Paper Award 2015/2016
ESOMAR Congress 2015 Award Winner - Best Methodological Paper
|PDF version (download)|
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This paper will look at our learnings that have come out of mapping dozens of brands and categories on Twitter. Among other things, we will characterise the different shapes of category conversations that can emerge around brands; we will look at the different patterns of communications that brands can adopt and the efficacy of each approach; and, we will look at the different strategies that brands can employ to knit together communities and to encourage the sharing of their communications and activations.
We will also explore the link between the insights from social data, as well as from traditional surveys, to see where they align (or don’t) in order to bridge the gap between traditional survey-based research and newer data science-informed approaches.