Unpacking Social Intelligence

In this Data Gurus Podcast, Ipsos' Menaka Gopinath discusses the use of social media in social intelligence to help answer business questions.

As the social intelligence market has matured, there’s been many amazing opportunities leveraged for insights, but it’s not being utilized as broadly it could be. In fact, the people who are using social listening tools across the board in marketing and digital functions probably could be getting a lot more insight out of it. Given that the data is already available, marketers should find many ways to use it more strategically.

Some of the core areas where a lot of Ipsos’ work is done is in market understanding and category landscape. Understanding what your category looks like can be a difficult question to answer these days, so what social data can provide from a very consumer-centric perspective is how people are talking about the “need” or the “occasion”. You don’t have to start from the perspective of brands. This is a different way of approaching market landscape work. Cultural trends and forecasting and foresight against what is bubbling up and what is worth focusing on versus what might just be a flash in the pan is another area where Ipsos is using social intelligence.