Searching for key insights can be difficult in a sea of data. In this presentation Brandwatch's head of research services guides on how to ask deep, complex questions to gain the insights that will give your brand the edge against competitors.

1. Rebecca Carson | rebecca@brandwatch.com | @brandwatch | #brandwatchtips
Insider Tips for Actionable Social Research

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Brandwatch Research Services
Conduct industry leading insightful research that makes social data
more actionable for our clients.

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Social insights are great

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But conducting Social Research can sometimes feel a bit
like this…
Now what…?

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Its not a useful Insight unless you can do something with it
That’s
interesting
DATA
MIND BLOWN
USEFUL
INSIGHT

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Planning A Social
Research Project

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Thinking this way limits your possibilities
Metrics I
know about
Questions
it’s possible
to answer
Research
Plan

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“It’s hopeless asking
you anything”
“Not if you ask the right
questions”

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This is much more exciting
Challenges I have in my
business/role
Research Plan
Questions I have about
my industry & consumer
Things I’d love to know
and problems I haven’t
yet solved
Find a way
to ask those
questions in
the Brandwatch
Platform.
Combine
metrics/data
sources and
create new
methodologies

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The Right
Questions

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What do we want to be able to do that is new or different based on
this report?
Why You’re Doing This?

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What decisions are they empowered
to make in their roles?
How are they connected to
others in the business?
Who is this research going to help?

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Insights come from “difference”,
make sure your research
structure contains context.
How will you know what “good” looks like?

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Tips For
Finding Insights

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Trend Lines
• Zero in on peaks
• Segment by page type
• Segment by category &
content type
• Use average Time of
Day to uncover
behavioral trends
Segment & Filter

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Segment & Filter
Topic Clouds
Filter out noise
• Add a tag to irrelevant mentions and
exclude it – e.g. deal sharing
• Consider removing RTs to look at only
original opinions
• Try the sentiment coloring
• Filter by page type to give tips on
channel strategy
• Filter by categories to dig deeper

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Cross your data points
Author Type Attitude Channel
Discussion
Topics
Author Type Attitudex CONSUMER SEGMENTATION
Discussion
Topics
Attitude
x SUCCESS & PAIN POINTS
Author Type
Discussion
Topicsx INFORM TARGETED MESSAGING
All of the
above x Channel INFORM ONLINE CHANNEL STRATEGY
INSIGHTFUL
=
=
=
=
INTERESTING

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Ask more from
Social Data

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What does
the over 50s
woman want
from a
fashion brand?
Find us a new
spokesmodel
Recent Client Asks
Do customers
really
understand
our slogan?
Help us
optimise
our social
customer
service
Help us
evaluate
our content
strategy

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Key Takeaways

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Key Takeaways
Ask More
Find
Different
Get
Specific
Dream
Big

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Now You Know