The authors present a new frontier in capturing more reliable consumer behavior (providing two examples). They focus on two typical research inputs: What We Say (“Social”, e.g., sentiment, top topics, conversation volume, conversation trends, hashtag/image trends) and What We Do (“Search”, e.g., volume benchmarks, related topics, device usage, seasonality, brand loyalty). Each channel yields complementary insights into the habits and desires of the audience.
The presentation shows that, by getting to know who your audience is, you can learn what drives them. The process includes looking at multiple attributes using a wide array of tools.
Two examples demonstrated how this approach might work. One from the travel industry led to refreshing its targeting approach. In the other example an automotive brand mapped search data was to their hypothesis; the learning became the basis of a new paid social campaign.
The bottom line: combining search and social insights can lead to spotting trends that result in changed behaviors and help make stronger connections across the consumer journey.