Intelligence People: Charles Phillips, Research Manager at Listen + Learn Research

Social data at work: understanding people.

Welcome to Intelligence People, our interview series where we sit down with the people working with social data in brands, businesses, and beyond. For this first episode, we caught up with Chaz Phillips, Research Manager at Listen+Learn Research.

‘I’ve never really believed in sentiment analysis’

Sentiment analysis has always been a big part of working with social data. But it’s time for an upgrade - in our thinking, approach, and processes. Chaz poses important questions about sentiment work and the potential pitfalls of over-relying on this much-loved practice.

Beyond the big platforms

When we go into social data wondering what’s going on in a particular channel, we’re limiting our view. Instead, lead with a theme and use a variety of sources to explore it. Including the communities, forums, and news site comments you have no idea exist yet.

Read read read

Then read. The intelligence in social intelligence is in the human reading the data. This human element is where the work is. The next big area of training for Chaz and his team is in query writing.

The interview also looks at global markets, multi-language data, data collection, and more!

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