Social learning and customer closeness

Our approach: Social Learning

We develop unique customer insights by understanding and analysing social data (survey comments, Facebook/ Twitter/ Instagram posts, online communities, message boards and forums, influencer blog posts), in fact, anywhere people are talking about themselves or you.

We give you speed, agility and a human perspective in a fast changing, customer-centric world.

With customer behaviour changing so fast, we enable marketers to quickly understand what customers think and feel at a particular point in time.

We’re already helping marketing directors, customer experience professionals and agency creatives get an edge over the competition – driving creative campaign ideas, boosting customer experience and unlocking real customer insight (read our case studies).


We give you so much more than simple social listening. Our unique, human focused methodology unlocks deeper levels of consumer understanding from social data, giving you the insight you need to make better decisions.

From improving your customer experience to developing creative campaigns that resonate, our unique approach will help you see your brand and category through the eyes of real people.

We call our approach Social Learning.

Each comment we find is read and understood, then categorised. Our experienced analysts take the time to understand the full meaning behind each comment (because that’s where the real value is). We reveal the context and understand the feelings and emotions, that eludes social listening. We read between the lines and spot patterns to discover what is really important.

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 learning 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