We created new, unique insights from existing social data to give ‘up to the minute’ feedback which allowed this tech firm to really listen and learn from its community of developers.
Introduction
This organisation was gearing up for the final release of one of its flagship products. They had a development schedule which allowed for a series of different releases which were designed to test the appeal of the new features and gain real life feedback from users and developers.
A number of social listening platforms were already in place which provided real-time information from social media. However, while useful at showing broad sentiment and awareness, this data could not give them the details about why people felt the way they did. A deeper analysis of the social data was necessary to really help mould the final product release and inform the promotional campaign.
Approach
We began by closely defining which audiences and feedback areas were most important. In this case, being able to find people with actual experience of the product was vital. We then isolated these experiential views from thousands of comments taken from their existing social media and internal sources (inc. survey and call centre data).
Results
Our analysis was then able to provide a detailed understanding of the reactions to the new product’s features, usability, compatibility and commercials. From this a clear set of recommendations were produced on how to address the user and developer community’s hopes and concerns alongside specific, practical feedback on the product.
