Live from #TMRE13: The Billion-Member Focus Group: Using Social Media Analysis to Understand Today’s Real-Time Consumer

Wayne St. Amand, Vice President of Marketing, Crimson Hexagon, started off by asking us if the analytics reports most researchers use are ready to be seen by executive team members. Everyone replied no.

Social media is the largest source of unsolicited insights: 350+ Billion Posts… The opportunity is to quantify the qualitative on a massive scale in real time.

The fact that people think you’re brand is legendary is something that can be utilized for marketing. However, people don’t speak that way on social but behavior analysis can depict this sentiment online.

To gleam actionable insights from your social media analysis pin point the drivers for positive (and negative) engagement and behavior.

Twitter is great for instant responses and real time analysis while blogs are more delayed.

The first case study was depicted missed opportunities for Blackberry. Then showed us the polarized sentiments mostly positive about Old Spice. Their campaigns work really well and drive engagement via Twitter about 70 Million impressions. Interactive gaming, which was a part of the campaign was a main focus of the conversation.


  Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at or @Literanista.