Side-by-Side Intelligence: The Power of Social Data in Managing Brand Equity

New POV describes a hybrid blend of Brand Health Tracking and Social Intelligence.

Andrew Leary (Ipsos SMX) and John Hallward (Ipsos Connect) have co-authored a new Point of View called Side-by-Side Intelligence, an approach which consists in harmonizing social data with survey-based data.

Based on the premise that social data and survey data come from very different sources and that they are not intended to align, Side-by-Side Intelligence is a hybrid blend of Brand Health Tracking and Social Intelligence.

By combining representative survey-based insights and social data to track the changes in trends over time, the new approach optimizes costs and improves the speed of insight.

Side-by-Side Intelligence has already been used successfully for one of our large European FMCG clients to explain a sudden boost in one of their key equity attributes which was the result of a significant lift in social mentions.

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