What is your job title? How do you use social listening in your work?
As the Head of Research & Insights, my role revolves around empowering global brands by harnessing the potential of social and digital data. Through strategic utilization of social listening, I delve deep into consumer behavior and trends, transforming raw data into actionable insights that drive business decisions.
What’s your background? How did you get into social listening?
With over a decade of experience in marketing, my fascination with decoding consumer insights led me to specialize in social listening over the past seven years. Beginning at Nextatlas, where I immersed myself in cutting-edge technologies leveraging digital data and AI for trend discovery, my journey progressed to roles at SHARE Creative and now Capture Intelligence. In my current capacity, I spearhead research initiatives, bridging the gap between Social Intelligence and the Latin American market.
What’s been the project you’ve been most proud to work on?
One of the projects I’m super proud of is Diageo’s "Foresight System". This project exemplifies how Social Intelligence can elevate traditional research in trend detection and foresight.
We meticulously tracked and analyzed five global consumer trends identified by Kantar, developing an interactive, real-time, and ongoing Trends Tracking System. We captured trends using advanced query writing techniques in multiple languages and created dynamic dashboards and widgets to detect emerging brands and opportunities for growth. We helped Diageo to achieve success through this project, which also led to the creation of an online report which showcases the impact of Social Intelligence in trend forecasting and consolidates their leadership position within the industry.
What’s the biggest misconception about your work?
Contrary to common misconceptions, Social Intelligence extends far beyond surface-level analysis. It can transcend mere sentiment and volume metrics, delving deep into perception, emotional nuances, and emerging patterns to unveil invaluable insights driving strategic decisions.
Is there anything that you’re doing with social data that you don’t see others doing? Any missed opportunities?
Our continuous exploration of AI integration into research methodologies sets us apart within the Social Intelligence landscape. Furthermore, tapping into emerging platforms like TikTok through innovative tools like Viral Moment presents untapped opportunities for deeper consumer understanding and trend detection.
Who has made a lasting impression on you? Any SI heroes?
Justin Schoen, the Director of Social Intelligence Practice (SIP) at Microsoft, has profoundly influenced my professional journey. Over the course of our collaborative work spanning three years, Justin consistently encouraged innovation and fostered a culture of pushing boundaries. His visionary approach to Social Intelligence has not only inspired me but has also instilled a passion for staying abreast of the latest trends and technologies in the field. Justin serves as a true exemplar of leadership, embodying the spirit of continuous learning and forward-thinking, qualities that have left an indelible mark on my approach to Social Intelligence.
How do you think the social intelligence industry will evolve in the next few years?
Looking ahead, the integration of AI will undoubtedly play a pivotal role in shaping the future of Social Intelligence. By augmenting our capabilities, AI will enable us to unearth profound insights more efficiently, driving unprecedented value for brands navigating the dynamic landscape of consumer behavior and trends.
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