Unpacking Unknown Unknowns

A run-through of the what, why, and how of unknown unknowns in social intelligence.

The recent evolution of machine intelligence in the Natural Language Understanding domain brought us to new heights in our ability to decode the true meaning behind human language at a gigantic data scale. This is big – it enabled the Social Intelligence practice to become a mature research discipline with a truly unique insight value that is hard to live without; especially for insight professionals operating in the consumer trend, front-end innovation, brand, and market understanding domains.

But what makes social data so precious for these research use cases? This is usually the moment when we hear the two magic words “Unknown Unknowns”. Let’s get to the bottom of what’s behind the mysterious catchphrase, what it takes to actually discover them and learn from a concrete example in the Food category.

Sandro Kaulartz, Chief Research Officer Social Intelligence Analytics gives a run-through of the what, why, and how of unknown unknowns in social intelligence in The Social Intelligence Lab, the global community of social intelligence professionals.


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