What does social intelligence mean to you?
Social intelligence connects the dots between what people are saying and what it means for brands, communities, and the world. It’s about understanding the conversations, behaviors, and cultural shifts happening in the digital space and turning them into actionable insights. For Nichefire, social intelligence serves as the bridge between raw data and human understanding, empowering brands to make decisions that align with the cultural pulse of both the moment and the future. Staying in touch with the pulse of the world is essential for driving product innovation, creating impactful marketing strategies, and managing reputation effectively. In today’s fast-changing landscape, social intelligence isn’t just a tool—it’s a necessity.
What are you doing that no-one else is to drive the social intelligence industry forward?
My mission is to make social intelligence transformative for every organization. I’m driving the social intelligence industry forward by challenging the status quo and focusing on innovation that empowers businesses to see beyond the present. We’ve gotten really good at measuring what’s already happened, but my work at Nichefire has been about building systems that predict what’s next. We’ve developed patented AI technology that identifies, forecasts, and democratizes emerging cultural trends before they become mainstream, enabling brands to act proactively instead of reactively.
I’m also committed to making social intelligence more accessible. Through Nichefire, I’ve worked to democratize cultural insights, delivering consultant-grade analyses in real-time without the need for weeks of manual research. This approach ensures that teams across an organization—whether in marketing, product development, or strategy—can act quickly and effectively on cultural shifts.
Beyond the technology, I personally have been speaking at industry events, contributing to thought leadership, and mentoring others in the field. I see it as my duty to not just build tools—I want to help shape the future of how brands understand and engage with the world around them.
Have you got a favourite social intelligence use case or case study from the last year?
One of my favorite social intelligence use cases from the past year was our collaboration with Nestle, which we showcased at the Observe Summit. Using Nichefire’s cultural listening platform, we helped Nestle uncover emerging GLP-1 trends that informed the creation of a new product line called Vital Pursuit.
This project was a perfect example of how predictive insights can drive strategic innovation. By analyzing cultural shifts and consumer behaviors, we identified untapped opportunities that aligned with wellness trends and evolving lifestyle preferences. What made this particularly rewarding was not just the results—seeing Nestle develop a product with meaningful impact—but also having the opportunity to share the stage with them to showcase the process behind it.
What’s the biggest challenge technology providers face in social intelligence?
This answer is going to be different depending on the technology provider you ask. But at least from what I’ve seen time and time again, it’s leadership buy-in and breaking down the status quo. And I think we’re starting to see this happen, but those that are excelling right now are the early adopters. There are still many organizations that are in their early stages of social intelligence maturity.
A common misconception is that social listening is all Twitter data, how are you overcoming this perception?
The very nature of the technology we built integrates data from a wide range of sources, including search engines, web traffic, podcasts, news outlets, forums, and other social media platforms. This approach ensures a comprehensive view of cultural and consumer trends, not just isolated conversations on Twitter. But it’s important that we do it this way - every interaction a consumer has online is meaningful and we treat it that way. For instance, search and web traffic are great indicators of consumer interest, while social media and forums/blogs are great for representing consumer expression and opinions, and then news, influencers, and podcasts are great representations of what influences consumers. Looking at these things holistically helps us paint a more compelling picture of what’s happening in the world.
Let’s say you have a new client who is trying to take social listening more seriously, what advice would you give them? Where should they start?
My first piece of advice is to start with a clear objective. Create an OGSM or some sort of creative brief to start. Social intelligence can deliver incredible insights, but its value depends on knowing what you’re trying to achieve. Are you aiming to understand consumer sentiment around your products, uncover emerging trends, track competitors, or monitor brand reputation? Defining your goals upfront ensures that your efforts are focused and measurable.
Next, I’d recommend starting small but thinking big. Begin by analyzing one or two key areas, such as a product category or a target audience, and use the insights to demonstrate value. This will build momentum and make it easier to secure buy-in from stakeholders across your organization.
I’d also advise looking beyond just monitoring social media. Social listening is most powerful when combined with additional resources — like search trends, news, and surveys to understand the bigger picture.
Finally, make sure you have the right team and processes in place to act on the insights. Social intelligence is only as impactful as the actions it inspires. With the right goals, tools, and mindset, you’ll quickly see the value in taking your efforts to the next level.
Generative AI has changed the way we think about our work. What's the next big thing to shake up the industry?
I think we’ve only seen the tip of the iceberg with AI. Generative AI is only a function of this overall AI umbrella. There are numerous models and methodologies out there. Among the sea of “next big things” that excite me the most will be more of the prescriptive technologies. The combination of descriptive, traditional social listening, the advancements we’re making in predictive analytics, and the capabilities Generative AI bring to the table will get us to a point where our technologies will recommend actions with a high-degree of conviction.
What are you looking forward to in social listening for 2025?
I believe 2025 will bring a significant shift in how organizations approach social intelligence, with social listening evolving into a more predictive and actionable tool for businesses. The integration of AI will move the industry beyond simply tracking conversations to uncovering deeper cultural patterns and forecasting trends with greater accuracy—a direction we’re actively driving at Nichefire. I’m particularly excited about our work in advancing multilingual and regional analysis, enabling brands to connect with diverse, global audiences with unmatched precision and relevance.
I’m also energized by the growing emphasis on ethical AI and transparency. As regulations tighten and consumers demand greater accountability, technology providers must prioritize delivering fair, unbiased insights that reflect today’s complex cultural dynamics. At Nichefire, this commitment to ethical innovation guides our efforts to help businesses not only stay ahead but also align authentically with the ever-changing pulse of the world.
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