What does social intelligence mean to you?
Social intelligence, to me, is about seeing beyond the obvious. It’s not just listening to what people are saying, it’s uncovering the hidden context, emotions, and motivations that drive those conversations.
At its core, it’s about connection. Social intelligence bridges the gap between what people express online and the decisions businesses need to make. But it’s not about the data itself; it’s about what you do with it. How do you take millions of fragmented signals and turn them into something actionable, something that matters?
For me, it’s a way of helping brands stay relevant and human. In this digital world, where complexity is constant, social intelligence cuts through the noise, helps us anticipate shifts, and builds authentic relationships. It’s not just about answering questions, it’s about asking the right ones, the ones that change everything.
What are you doing that no-one else is to drive the social intelligence industry forward?
At Epical, we’ve redefined how social intelligence creates impact. We don’t just collect data or generate reports, we focus on actionable insights that directly influence C-suites and boards. Our goal is to make social intelligence a tool for real decision-making, helping companies not only understand what’s happening but also why it matters and what to do next.
One way we’re unique is by proving that speed and depth can coexist. Our methodology combines real-time analysis with deeply contextual insights, ensuring clients get agility without sacrificing relevance or strategic depth.
But where we truly stand out is in how we push our clients, and ourselves, to ask better questions. We believe that innovation doesn’t start with data, it starts with curiosity. The real breakthroughs happen when you challenge assumptions and explore what no one else is thinking about yet.
For us, social intelligence is about impact. It’s not just a tool: it’s how we help businesses see what truly matters, adapt faster, and make decisions that shape their future. It’s not about ticking boxes, it’s about creating real value where it counts.
It's the year 2030: What does the practice of social listening look like?
In 2030, social listening will become much more proactive and transformative. Brands won’t just listen, they’ll lead by co-creating with their audiences and shaping trends before they emerge.
Predictive simulations will revolutionize decision-making. Companies will test strategies, campaigns, and products in virtual scenarios, predicting outcomes with incredible precision. This will empower businesses to innovate with confidence.
Social listening will also be hyper-personalized. Brands will engage not just with audience segments but with individuals, tailoring their actions to meet specific needs in real time.
Most importantly, social listening will evolve into a central framework for businesses. It will inform not only marketing but all areas of a company.
What is the most common question you are helping your clients answer?
The most common question we help our clients answer is: “What does this mean for us?”
Businesses today are overwhelmed with data but lack clarity on how to interpret it. They want to understand not only what’s being said but why band how those insights connect to their strategy and goals.
Another recurring question is: “How do we act on this?” Clients don’t just need information; they need actionable insights that inform decisions across marketing, reputation management, and innovation.
At Epical, we bridge the gap between noise and strategy. We translate raw conversations into meaningful, contextual insights that guide our clients toward impactful decisions.
Have you got a favourite social intelligence use case or case study from the last year?
A standout case involved a global CEO seeking to understand how their product pricing was perceived online.
We didn’t just analyze what was being said. We explored the drivers behind pricing conversations, compared them to competitors, and mapped broader category trends. Then, we correlated this data with national conversations about inflation and rising costs.
Finally, we connected these insights to internal sales metrics, revealing whether peaks in pricing discussions influenced sales performance. The result was a multi-layered, actionable strategy that helped the client refine their pricing and communication plans in a volatile market.
This case highlights how social intelligence can go beyond traditional listening to provide insights that impact the highest levels of decision-making.
They say to be great you need to read around your subject – what are you currently reading or your favourite book and what insights have you been able to apply to your work?
Two books have profoundly influenced my thinking. The first is the Bhagavad Gita. Its teachings on balance, clarity, and intentional action remind me to stay centered amid complexity. In social intelligence, this means focusing on what truly matters and acting with purpose.
The second is Profit First by Mike Michalowicz. It emphasizes sustainable decision-making, aligning perfectly with how I approach social intelligence: creating long-term value rather than chasing short-term wins.
These books inspire me to combine timeless wisdom with strategic discipline, ensuring that every insight we deliver creates meaningful and lasting impact.
If you had to share three emojis that summed up social intelligence, what would they be?
🧠 (deep insights and critical thinking)
🌐 (global connection and shared narratives)
🚀 (actionable strategies and future focus)
What advice would you give to a brand who wanted to create an internal social intelligence team?
Start with clarity: why do you need social intelligence? Without a clear goal, insights risk becoming noise.
Invest in diverse tools, but prioritize human talent. You need analysts who can connect data with narrative and strategy, translating insights into meaningful actions.
Finally, give your team access to decision-makers. Social intelligence is most impactful when it directly influences strategy, ensuring that insights drive measurable outcomes.
What are you looking forward to in social listening for 2025?
In 2025, I’m excited to see social intelligence evolve from an operational tool to a driver of organizational foresight. It will move beyond supporting decisions to shaping how businesses anticipate and design their future strategies.
One of the most exciting developments will be in contextual intelligence: not just predicting trends but understanding the “why” behind behaviors and decisions. This deeper understanding will empower companies to act proactively, building strategies that address opportunities and challenges before they fully emerge.
Another key shift will be how social intelligence becomes embedded across the entire organization. It won’t just sit within marketing or social media teams; it will inform how businesses approach culture, resilience, and long-term growth.
For me, the real transformation will happen when brands use social intelligence not only for precision but to create decisions that resonate emotionally. The next frontier is about moving from accuracy to authenticity, understanding people so deeply that decisions feel personal, connected, and human.
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