In this series created by Gertrud celebrating trailblazing women and the experiences that shaped them, Ipsos’ Menaka Gopinath shares why redefining failure as an integral part of learning and growing, has become her cornerstone to success.
And this week on Vox Pop, The Social Intelligence Lab asked leading players in the research industry to describe circumstances where they would select ‘social intelligence’ as their preferred research method over the other options available to them.
According to Menaka, “Social intelligence to me is all about discovery and context. There are so many things lurking in social data that could reveal amazing opportunities for brands to better address the needs of their consumers, or even new sets of consumers they didn’t know existed. With the advancements in machine learning and artificial intelligence in recent years, we’re now able to analyze the full corpus of data which could represent millions of verbatim. Sifting through that from a bottom up perspective helps us to unearth the unknown unknowns – those nuggets you didn’t even know you were looking for in the first place. How cool is that?”