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Agile, adaptive customer intelligence using social media Jess Owens, @FaceResearch

Our clients are already engaging in "agile marketing"…

Can research keep up?

agileˈadʒʌɪl/adjective

1. Able to think and understand quickly.

2. Able to move quickly and easily.

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We tracked the UK horsemeat crisis as soon as it started

Using social media research, insight can keep up in real-time

Key stats in 2 hours: email at 23:39

There's already buzz about agile qual research

From… To…

Matt Warta of GutCheckit, working with Proctor & Gamble

What does social media research add to the mix?

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When crisis hits, the value of an agile response is immediate

10 PM 11 PM Wed 08 1 AM 2 AM 3 AM 4 AM 5 AM 6 AM 7 AM 8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM

07 May 2013, 10 pmthe rumour spreads on Twitter

Great Britain

Indonesia

USA

Malaysia

SpainIndia

Ireland

France

Nigeria

Other

South Africa

How fast does news travel?

Conversations about Alex Ferguson retirement by the hour

by country

What's the process?

Next week Network analysis of

community structure Strategic plans for

next time

Day 2 Advanced

visualisations 'What it all meant'

story for press or senior execs

Real-time Topics Threats Quant stats Customer voice Influencer IDs

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adaptəˈdæptverb

1. To change (something) so that it functions better or is better suited for a purpose

2. To change your behavior so that it is easier to live in a particular place or situation

Social media data is always-on

Truly adaptive research needs to empower the client-as-superuser