The Silent Brand
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...of what we do but it’s not the only part and, as we’re increasingly finding, it’s not always the most interesting part. Social media research offers the opportunity to discover so much more than just what people think and have to say about a specific company and its competitors.
By way as an example, we recently undertook some research for a major pet food brand and discovered, not surprisingly, that people rarely talked about the business in question. However, people do talk about their own pet and by looking at these conversations we were able to look at...
...what the animal brought to their lives, their inner feelings towards their pet and understand how their pet made them feel. This enabled us to help the pet food company create a more engaging brand experience and to strengthen its relevance to pet owners.
This type of research has proved particularly fertile when people take the time to analyse wider conversations and company mentions and derive intelligence from it in relation to their business. It requires people to understand that social media research isn’t just an exercise in ticking boxes but can act as an illuminating and strategic tool to support and inform decision making. Even more importantly, it requires talented researchers that are able to think laterally and more creatively; not unlike successful traditional market research providers. When fully realised, the marketing benefits are profound.
Our work with a well-known instant milkshake company demonstrates the power of applying the understanding of the social audience to shed light on previously unrevealed behaviours. By asking intelligent questions of the data and analysing conversations on Twitter, we discovered a lot of consumers talk about consuming milkshakes in the evening and strongly associate the drink with their childhood, leaving them with a happy sense of nostalgia. Milkshake... continued on page three >