Exploratory Research :

Social listening,
social media monitoring

Social listening is a strategic approach to monitoring and analysing conversations, sentiments and trends on social media platforms to gain valuable insights into consumer behaviour, brand perception and market dynamics. It involves tracking mentions, discussions and interactions around specific topics, keywords or brands, and extracting actionable insights to inform marketing strategies, product development and brand management efforts.

We combine Human Intelligence with Artificial Intelligence to analyse online reviews

Together with our partner, Synomia by Converteo, an AI-based SaaS platform, we use natural language processing to turn semantic data into insights. Harnessing the vast resources of the Internet, while respecting its unique nature, we add value to mere data aggregation through our knowledge of semantics, social psychology and our analytical skills.

Synomia by Converteo is a proprietary technology for semantic analysis using Artificial Intelligence, complemented by management consulting activities. It collects spontaneous and massive data that consumers, media, brands and various stakeholders freely share online and explores this data by mobilising various semantic AI techniques to structure, qualify, prioritise and make sense of it. The results allow us to understand how the brand has been perceived, understood, commented on and experienced by online shoppers over the last few years. The only requirement, which is not the case for all websites and social media platforms, is that the website in question must allow crawling.

For example, we conducted research for a luxury hair care range to understand the dimension of olfactory pleasure and the extent to which the scent of each sub-range was addictive / had true fans. As part of this project, we analysed around 1,200 comments across 6 countries and just over 3 years of data in a “web listening” module. An analysis of the vocabulary used by consumers in online reviews revealed a rather euphoric tone. The brand evokes real emotions, seems to have loyal users and cultivates dimensions around intensity, superlatives and 'extremes'.

Data Science & Online Footprint: What a brand's Facebook fans tell us

On data science & online footprint, we work hand in hand with Dr. Klaus Holthausen (mathematician & physician). This involves the statistical and sociological analysis of a brand's/service’s/theme’s Facebook fans in order to identify the target groups behind the followers/likers of this brand/service/theme... and also to derive personas from this. It's about analysing the people who follow a brand on Facebook. Because the general pages these people follow provide information about who they actually are and what they value in life. Presenting the social genome of different fan groups helps to understand their sociology and values.

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The other 3 pillars of our research expertise

Brand & Strategy Research

  • Advertising impact
  • Product re-launches (360° marketing checks)
  • Packaging
  • Prices & promotion
  • Marketing mix coherence, portfolio
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Shopper Research

We look at every angle
  • Shopping experience (online and offline)
  • Optimal layout, co-creation with Do-It-YourShelf
  • Shopping mood, shopping mission
  • Loyalty drivers
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Product & Packaging Test

We find the addiction factor
  • Opportunities for adopting new concepts and ideas (both products and services); addiction factor
  • New formulas, flavours, fragrances, textures, colours, shapes, dosage forms, handling, devices, packaging materials, service components, names, claims, etc.
  • Customer & user experience
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