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FAQ’s

DATA

What do you mean by irrelevant content?

Our goal is to set a new industry standard for Social data in terms of how clean, useful and reliable it is. To achieve this we spend a huge amount of our time and resource removing irrelevant noise and content from Social data. For example, if a beverage brand wants to understand how the Lemonade conversation will evolve, all irrelevant content - like Beyonce’s album of the same name - needs to be first removed. Otherwise, the data will be skewed and our subsequent predictions will be less accurate.

What data sources do you use?

A variety of publicly available Social data sources including: Blogs (e.g. HuffPost), Message Boards (e.g. Reddit), News Sources (e.g. The Wall Street Journal), Reviews, (e.g. Amazon reviews) and Social Networks (e.g. public tweets from Twitter). We can also utilise our specific regional social data partnerships such as Sina Weibo in China and VK in Russia.
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Pride month looks a little different this year doesn’t it? The murder of George Floyd and the Black Lives Matter protests that have followed have highlighted some truths for our LGBTQ+ community, with one being that in many places, Pride is no longer about the people who started it. When we think of the work of activists such as Marsha P. Johnson (American gay liberation activist and drag queen) and Silvia Rivera (Latina American gay liberation and transgender rights activist), and their leadership roles in the Stonewall Riots, we realise that our Black LGBTQ+ community was at the very heart of the Gay Liberation Movement, and that the fight they fought paved the way for all of us to have the rights we enjoy today. Marsha P Johnson: ‘America’s first transgender statue’ will …Marsha P. Johnson and Sylvia Rivera in 1973 As an out and active member of the LGBTQ+ community, I have realised how important it is that we educate ourselves and speak out on matters such as the Black Lives Matter movement too. It seems beyond hypocritical to enjoy the freedom many of us now have, without giving something back to the people who started it. In 2018, Stonewall revealed that 51% of BAME LGBTQ+ people reported having experienced racism in the LGBTQ+ community. This number rises to 61% for black LGBTQ+ people. Sadly, when these individuals speak up about their experiences, they say they are often met with doubts, challenges and defensiveness. It cannot always be their responsibility to educate others (including their white LGBTQ+ friends). Therefore, it is important that allies educate themselves, by doing research and listening to BAME LGBTQ+ voices whenever possible. When someone tries to explain why something is racist, it’s crucial not to become defensive – it’s crucial that we own our mistakes, biases and privileges, and believe someone when they explain how something impacts them. I am glad to see more research being done into the specific experiences of LGBTQ+ communities, but we can’t eradicate anti-LGBTQ+ attitudes in any meaningful way if we don’t at the same time work to tackle both the racism and sexism that continues to exist. To make real change for LGBTQ+ women and men, as a community, we need to challenge homophobia, biphobia, transphobia, sexism, and racism all at the same time. It is a big issue, but one that’s gaining traction. As we ALL become more visible, we become more powerful, and this year’s Pride is a perfect opportunity to lift the voices of black members of the LGBTQ+ community who are […]

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What a long time eight weeks can be. It’s enough time to lose a stone in weight on the NHS weight loss plan… impressive changes, but they pale in comparison to the changes we’ve seen since we started our Covid-19 webinar series. Consumer conversations, behaviours and trends are shifting so quickly that eight weeks has felt more like eight years. Learn more about our conversation with Mondelez and their perspective on the current climate.

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A week may be a long time in politics, but a fortnight can feel like a lifetime in lockdown. Based on our fortnightly COVID-19 reports, which cover both broad societal and category specific topics, it seems that two weeks is the cycle time for change. In this, our third fortnightly webinar, the overriding observation is how consumers are changing from thinking about life after the virus, to finding ways to adapt and live through it.

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