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Agile, adaptive customer intelligence
using social media Jess Owens, @FaceResearch
1
Our clients are already engaging
in "agile marketing"…

Can research keep up?
agile
ˈ
adʒʌɪl/
adjective
1. Able to think and understand quickly.
2. Able to move quickly and easily.
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
There's already buzz about agile
qual research
From…

To…

Matt Warta of GutCheckit, working with Proctor & Gamble
What does social media research
add to the mix?
When crisis hits, the value of an
agile response is immediate

7
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
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
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
Social media data is always-on
Truly adaptive research needs to
empower the client-as-superuser

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Editor's Notes

  1. Image: Philipp Boy of Germany, London 2012 Olympics. (Mike Blake/Reuters)