Analysing the "Great Resignation" with Sacha Vaguelsy, VP of Products at Synthesio

At this year’s Observe Summit, we’ve set some of our speakers a challenge: To use social data, to take a fresh look at cultural trends that have shaped society over the last 12 months.

Sacha Vaguelsy, VP of Products at Synthesio has stepped up to the task of analysing the “Great Resignation” - a phenomenon born out of the global pandemic. He’ll be uncovering new motivations in online conversations and sharing his results at the event. We caught up with him ahead of Observe Summit, to find out more.

Can you briefly describe the challenge you'll be tackling at Observe Summit this year?

This year, we’re diving into a socio-economic issue facing brands across the globe: The Great Resignation. Wage stagnation amid the rising cost of living, poor working conditions, and the backdrop of the COVID-19 pandemic has pushed millions to leave their jobs.

What originated as an American movement has become a global phenomenon, with various implications for both companies and newly unemployed people. A cultural shift is underway!

During our session, we’ll look at social, survey, and behavioral data to uncover what’s really driving consumers to quit their jobs and how this is likely to evolve in the future.

Why do you think this topic is so interesting to analyse?

The Great Resignation questions a value system deeply rooted in modern society. We are witnessing the birth of new motivations and values in a global and inter-class movement: a true social upheaval.

At Synthesio, an Ipsos company, these kinds of cultural shifts are an opportunity to do what we do best: use human and machine intelligence to understand consumer (and worker) motivations, monitor evolving trends and behaviors, and spot insights that help brands take action.

Can you give us an idea of what you expect to find from your analysis?

We expect to see the foundations of new consumer values and a demand for more human-centric organizations. COVID has drastically changed the way people work, forcing many to reconsider their professional and personal lives. We expect that flexible work schedules, the desire for meaningful work, and work-life balance will be top of mind for consumers.

We also expect to see a denunciation of work that is neither financially nor intellectually rewarding and a renewed emphasis on personal fulfilment.

Lastly, we hope to uncover what consumers really expect of their employers in this new era - likely to protect them, listen to them, facilitate their growth, and give them opportunities for meaningful contribution.

Why is it important for brands to consider using social data analysis within their growth strategies?

Understanding consumer preferences and behaviors is the backbone of all good growth strategies. It’s the foundation for attracting and retaining customers - and employees - and delivering experiences and products that exceed expectations – especially important now that empowered consumers have more choices, greater knowledge, and higher demands.

As more and more citizens turn to social platforms like Instagram and Reddit to research, buy, and review products, and share their experiences with brands and employers, social data has become mission-critical. Social insights reveal what consumers are saying and thinking in real-time – and how they’re likely to behave in the future. For brands, this means being able to quickly detect and respond to changing needs and expectations.

Social data fuels growth by:

Identifying market needs. Social insights are a strategic advantage for teams developing new products and services; they reveal unmet consumer demand and market white space – enabling brands to take advantage of first-mover opportunities.

Refine your go-to-market strategy. Surveys and customer interviews are key tools for capturing and quantifying market changes that impact your business, but incorporating social insights can alert you of these changes in real-time – and detect emerging themes and topics before they materialize.

Growing and protecting your brand. Consumers can make or break your brand on social platforms. Social listening uncovers key insights about your brand’s health, performance, and competitive landscape by tracking online conversations. It also helps you attract and retain talent by understanding how current and prospective employees perceive your organization.