NAVIGATING THE 'TOO MUCH INFORMATION' AGE 2020 - Ipsos
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NAVIGATING THE ‘TOO MUCH INFORMATION’ AGE 2020
Ipsos has been in can lay claim to creating some
useful finding, what is insight?
key categories and determine
prevalent associations of client
business for well We see many clients grappling
and competitor brands. This
sets the stage for other work we
over 40 years, and with these questions, and we see are doing to understand trends,
some parts of our early signs of an important shift:
a digital-first approach, with more
brand attributes and effective
communications in this space.
organisation are triangulation of data sets.
even older. For those at the forefront of
insights, this leads to a desire
to know not just more but to be
able to effectively judge what
As the Information Age, which is important. It is like a box of
started with the advent of personal chocolates – there’s a lot of great
computing, has progressed, so stuff in there, but if you don’t have
have research and insights. Over the map of what’s what, then you
all those years that we have can end up just blindly tasting
been in business, we have seen them until you find the kind that
many trends and many fads in suits you.
how clients use data and what
methodologies are hot or not. Digital resources like social and
What we see is that we have, by search are fantastic places to start
no means, reached the nexus of with landscaping an issue or a
the Information Age – we hear from category. We have worked on many
clients and suppliers that there is projects over the past year that
no shortage of new information have started with a digital
to mine. fact-finding mission that can
change the shape of future work.
The problem is that the ‘Information For example, this comprehensive
Age’ is turning into the ‘Too Much view of social media impacting
Information Age’. You would be the US retail grocery landscape.
hard-pressed to find a department We explored the landscape
in any organisation that doesn’t using advanced text analytics
deal with data of some kind. If to depict what is trending in
everyone has access to data and
CASE
Store General Positive Emotional Positive Functional Positive Negative Indeed, digital methodologies
Grocery Items Health & Diet Price & Store Features Meal & Cooking People & Date alone can be more than sufficient
in creating the landscape
understanding. What’s especially
STUDY
great about social media data
for this is that it provides us with
the real language that people
use, without us feeding them our
structured view of the way a
fashion sector works.
summer
Brand A
fun With all of the information now Looking beyond
available, we have all become
the obvious
mom
more acutely aware of where
information falls short – whether
happy
Brand B that be more traditional sources
fit
weekend
children such as surveys, or newer sources
beef
Brand E
love friends
bad
cheap like social media or communities. Our client conducted a segmentation and identified a
pizza steak
sides family dislike
sales Triangulation is a great way to build core target for a new brand launch. The client’s brand
meat baby
fried
pork
grill, bbq
like
the best
great
available robustness into your data sets. offering was sleek and well-designed, with communications
Brand F Brand G
chicken potatos
favorite
Brand D fruits
enjoy
better
price
We have seen a trend emerging in to match. Subsequently, we conducted audience profiling of
Brand H good
frozen
Brand I snack amazing wine fast free sample this for profiling work in particular, that segment, using Synthesio Profiler. Not only did we discover
Brand J banana weight
cheese bacon
cook
breakfast fat
easy, convenient Client Brand whether as segmentation, key interests for our client’s core target, we also discovered that the
sausage
rice
eggs
bread
lunch protein
fresh
deals
personas or other audience brands that the target had most affinity to were busy and frenetic.
salads taste good grocery
sauce dinner recipe
Brand C
mapping. With the addition of The very opposite of how the client was portraying itself. This is
garlic Brand K salt
spinach
veggies
foodie
healthy benefits social media data, search terms, something the original segmentation did not uncover.
tomatoes organic
onions
pepper vegetarian, vegan nutrition and online audience profiling
members
avocado
cauliflower
(e.g. Synthesio Profiler) to more The client is now reviewing its comms strategy for this target
delivery
Amazon Prime traditional research methods, we audience.
can create more complete, real
pictures of people, so long as we
know how to look at it.
As more and more clients start to
look for what is important, the first About Ipsos’ Social Intelligence Analytics
question we recommend asking of Here are the top 3 smart moves
any data is ‘how can this data be
useful to my organisation?’. With we think clients should be We provide a range of services to clients across all sectors, including social and other unstructured data sets,
including qualitative data, survey open-ends, and pictures.
less traditional data sources, such
as social media and search making FUGIT
with digital data
OFFICITE
data, it is important to take a view
with a wide lens. Most categories in 2020:QUODICIT OMNIHILIQUAT DOLUPTAE EVENT
FUGITN ACCULLUPTAE
and sectors can’t directly replace SYNTHESIO SOCIAL INSIGHT ADVANCED DATA
existing data sets with these
LISTENING SERVICES SCIENCE
1
newer sources. Instead, they can
often add new insight, for Discover:
example about the wider issues Find out what’s out there first. There is so
affecting your questions, or act as much information, some of it may already exist
an alert system. in your organisation.
2
To avoid the challenges that the
Too Much Information Age poses, Prioritise:
we need to think better rather than What do you need to know and where can
bigger, and remember that more is you get the information from. Like all the best
not always more useful. things in life, it sounds simple, but can be
challenging to do.
SAAS Platform Reporting and advisory Custom data science
3
services based on
Triangulate: Audience profiling
unstructured data
Advanced text
Once you know what’s important, don’t be image analytics
Command centre API
afraid to pull different threads of data together Category expertise and
to create the full picture. We now have more Support training on connected insights
data than ever at our disposal to help close platform use
these gaps in our knowledge.
For bonus points, model the
relationship between the different data sources
to understand what influences what, and where
you should look first for your organisation.
NAVIGATING THE ‘TOO MUCH INFORMATION’ AGE 2020 Ipsos’ Social Intelligence Analytics team specialises in helping our clients make sense of detailed data sets to maximise the value of research FOR MORE INFORMATION PLEASE CONTACT: Tara.Beard-Knowland@Ipsos.com in the UK or Menaka.Gopinath@Ipsos.com in the US
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