Social learning and customer closeness

What do we do?

We blend creative and strategic thinking with robust analysis to help our clients cut through the noise in social media.

We develop unique audience insights by analysing a wide range of social data.

We interpret what people really think and feel through the comments they make, the stories they tell, the language they use, and images they share.

We’ll keep it simple. Help you see what this means for you, show what the opportunities are and what you could do next. It’s Social, insight.

Why are we different?

Social Insight helps you see people in a new, more natural light.

It’s a chance to hear what people want to talk about when you aren’t in the room.

How are we different from Social Listening? Well, we know the limits of automated algorithms, so we use people to understand people.

We read everything. We think about it, understand it and make sense of it. We go between the lines, spot patterns, with a human sensitivity.

We can give you rich insights about your audience and market that you can’t find anywhere else.

More than social listening
Crowded street


To get depth as well as breadth, our approach combines the best of tech with proven behavioural research techniques.

We apply well-established qualitative research techniques (thematic and discourse analysis) to understand what people mean in the things they create and share on social or in your customer surveys. This has two main benefits over research as normal:

  • Natural + unprompted: we remove your questions and influence, revealing what’s really front of mind for consumers, expressed in their own terms.
  • Scale + breadth: we explore the conversations of thousands of consumers, literally big qual. This gives you a confidence in the findings which is totally missing from most other qualitative research.

Find out more about what we do and who we have worked with (see our services and case studies).

Social Insight in practice

We believe the best way to find insight from social data comes from the following process:


First we work with you to understand how and where change can happen. It’s all about setting clear objectives together. A typical project could include:

  • Research design
  • Project scoping
  • Data review
  • Literature review
  • Objectives + action planning
  • Development + ideas workshops
  • Multi-cultural analysis
  • Digital + social review
  • Hypothesis development
  • International contextualisation


We find right data that informs our analysis. This can be working with your existing data sources (surveys, web forms, call logs, analytics) or finding relevant conversations on social media. It’s also where we begin listening and coding the data. This will involve:

  • Social listening platform selection
  • Data collection
  • Sampling
  • Query design
  • Social listening
  • Analytics data collection
  • Coding
  • Text analytics
  • Verbatim coding
  • Quality control


We then start learning what it all means. We take a grounded approach starting with the data and using qualitative research techniques to find the true meaning of what people say and share. And because we work with thousands of comments we can then apply quantitative analysis methods to explore patterns and other relationships in the data. Our techniques include:

  • Thematic analysis
  • Grounded theory
  • Content analysis
  • Discourse analysis
  • Narrative analysis
  • Quantitative analysis
  • Synthesis
  • Hypothesis testing
  • Pattern analysis


The final stage is all about inspiring your colleagues into action, to change behaviour and improve the way your business operates. For example:

  • Storytelling
  • Action planning
  • Workshops
  • Facilitation
  • Agency collaboration
  • Needs analysis
  • Debrief
  • Visualisation
  • Internal comms + dissemination
Using social listening research to inspire