[Podcast] From Insights to Impact: Melissa MacGregor’s Strategies for Driving Growth with Social Intelligence at Microsoft

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Podcast Transcript

Jackie Cuyvers:
Welcome to the Women in Social Listening and Insights podcast, where we showcase the incredible work of women working in the field of social intelligence. My name is Jackie Cuyvers, and I’ll be your host for this journey. In this podcast, we’ll be speaking with women from enterprise, agencies, and academia who are leading the charge in the world of social listening and insights. Together, we’ll be exploring their careers, the challenges they’ve faced and overcome, and the innovative solutions they’ve developed. Our goal is to provide valuable insights and advice to our listeners who are passionate about this field and committed to advancing their careers. Whether you’re a seasoned professional or just starting out, you’ll find inspiration and guidance in these conversations. So sit back, relax, and get ready to learn from the women who are shaping the future of social intelligence. Let’s get started.

Jackie Cuyvers:
Today, we’re joined by Melissa. Melissa, please introduce yourself.

Melissa MacGregor:
Hi. My name’s Melissa MacGregor, and I’m a senior research manager at Microsoft, specifically within the research and insights team there.

Jackie Cuyvers:
Thanks for joining us. Can you tell us a little bit about your background and how you first got started in the field of social intelligence? What did your path look like?

Melissa MacGregor:
Sure. So I started my career in the research and analytics department of a communications agency in San Francisco. It was an excellent way to gain experience implementing qual, quant, and we prioritised tailoring our methodology to understand the specific question at hand. So in turn, I was trained to lead focus groups, conduct in-depth interviews, draft surveys, dig into big behavioural data, and, yes, also explore social data. And I always found that my outputs were strengthened with the inclusion of social insights. I recommended them constantly to be included in research proposals because I always found they provided a rich and unprompted view of what was going on. And I loved weaving it alongside more traditional methods and data science figures. I like to think of that elephant metaphor.

Like, different methods are the ears or the tail or the tusk. And altogether, they give that more complete picture of the elephant. That said, I loved the evolution, thoughtfulness, and kind of creativity of social in my research at that time more than cutting those predictable SPSS cuts. So social intelligence, in my opinion, can be one of the most fun and exploratory research disciplines – from the memes and emojis to linguistics and analytics. It’s full of really untapped possibilities. I love that it can go years back or up to the minute, and the parameters can be really customised – looking wide and conceptual or narrowing in on a specific trend, feature, product, or brand. I then meandered away from social intelligence to gain broader experience in other data science and research methods, but I’m thrilled to be back exploring social data full force at Microsoft.

Jackie Cuyvers:
Sounds like an exciting journey. Can you describe your current role at Microsoft and how you use social listening and insights?

Melissa MacGregor:
Sure. So as a social intelligence practitioner at Microsoft, my work swings from the very granular and technical to a 30,000-foot view at a moment’s notice – and I generally love it. I find it super rewarding to support big company-wide initiatives, like the state of AI, brand love, product growth, security, and then also provide those kind of quick-turn insights on breaking news – whether it’s OpenAI, Xbox, Copilot – that I know both leadership and my peers value. And beyond subjects and stakeholders, I’ve been leading the methodological development efforts within the practice here. And more recently, I’ve set my eyes on how strengthening we can be for more even cross-functional weaving of social into supporting broader research and insights focus areas, such as brand perception research as well as enterprise-geared business questions.

We’ve previously seen the success of experimental semiotic landscape analysis, those non-routine pulse reports. And again, it’s great to weave social in more and more with telemetry, quant, and qual work to produce that fuller – you know, elephant – that fuller understanding of the customer experience, product landscape, or industry growth. All leveraged by engineers, execs, creatives, comms, researchers, and retailers alike.

Jackie Cuyvers:
Wow. It sounds like you really have a broad reach and scope for social listening and insights there. Can you perhaps walk us through a recent project you worked on and what you may have learned from it?

Melissa MacGregor:
So at Microsoft, some of my proudest moments have been providing emerging insights to leadership – both in near real-time decisions that were being made, as well as that longer historical view to inform long-term business strategies. I won’t get into too many specifics here, but in either case, social intelligence provides that fuller, thoughtful context to better understand our industry, products and consumers.

Jackie Cuyvers:
With so many different types of business and research questions that you’re answering, how do you measure the success of a social intelligence project, and what metrics might you use?

Melissa MacGregor:
Yeah. Great question. For us, it’s the same as all other types of research. Did it have an impact on a business decision? Sometimes that impact comes quickly, and it’s really straightforward and obvious. They see X, Y, Z from A, B, C. Other times it can be kind of a slower burn that takes time to fully materialise – if it’s naming category research or confusing language, or how features get prioritised. That’s why I think it’s so important – whether you’re in social intelligence or other forms of research – even though we’re all super busy, to always follow up with your colleagues. One week, one month, one quarter, one year out – just to see how they’ve been leveraging the work.

It’s an easy thing to let fall to the wayside, but I think the worst thing for any analyst or researcher is to send out a report or an analysis and feel like it’s been shot into a black hole and is collecting dust somewhere in a drawer. So just to say – I feel like that’s a best practice worth prioritising, specifically in social intelligence, but really across business.

Jackie Cuyvers:
Absolutely. So working with all of these different stakeholders and teams and groups, how do you approach collaboration and teamwork in social intelligence projects? And what skills do you think are essential for success in doing so?

Melissa MacGregor:
Yeah. My go-to model is bringing others along for the journey – stakeholders, colleagues, managers, suppliers, social veterans, social newbies. My social insights and recommendations are always stronger when other folks come along for the research ride. Similar to doing the follow-ups, it does take extra energy, proactivity, and a lot of intentionality – but I find it’s always worth it. The benefits are fourfold.

One, there’s just a more diverse range of expertise that gets leveraged from around the company. It helps sharpen our business questions, the queries we’re curating, data cleaning, insight curation, storytelling, and even getting the insights in front of the right people.

Secondly, more people have awareness of and learn first-hand the power of the research methods and social intelligence – so that amplifies our discipline’s impact.

Thirdly, it forces researchers not to slip into social jargon – right? It pushes us to say what we truly mean, tailor the work to the best approach, document clearly, and produce meaningful research that lands with a wide range of audiences.

Fourthly, it sparks ideas for future projects, such as supporting and building on existing work or being top of mind as new business questions pop up.

And fifth – okay, bonus one – it’s energising. Doing strong, effective, cross-functional work is incredibly motivating and, in my opinion, contagious. When we model this behaviour in social intelligence projects, it encourages other research teams and stakeholders to emulate similar integrity and inclusion – and then our whole department thrives even more.

We get a smarter, sharper, and fuller understanding of our customers’ needs. There are two things that keep me super motivated at work. One is people – the people I work with, the people who use Microsoft products, and those who share their perspectives, creativity, and ideas online. I love that social intelligence allows me to collaborate with great colleagues, elevate insights, and spotlight emerging needs that Microsoft can act on quickly. I feel close to the users, close to the strategists, and close to being part of Microsoft’s broader mission of helping every person achieve more.

And secondly, another major motivator is the fast and ever-changing nature of social media. Like we kind of spoke about before – woah, crystal ball, I don’t have one – but social, in my experience, is never dull. The platforms ebb and flow, how people express themselves changes – shifts to Bluesky, shifts in emoji usage, rapidly shifting memes. We work hard to uncover, interpret, and contextualise – and it’s forever a moving target, but it’s worth chasing. There’s always a cool question, topic, or technique to dig into, helping us better understand the world around us. And those are just two main motivators I think about every day.

Jackie Cuyvers:
Sounds exciting. It’s great to see that insights are inspiring and motivating you and catching a spark. Can you speak to maybe some of the challenges you face? For example, how do you communicate these insights and findings to different stakeholders with different levels of understanding of social intelligence? Do you rely on data visualisation and presentation? Or how do you communicate insights that drive decision-making at Microsoft?

Melissa MacGregor:
Yeah. I think it can be easy for us data practitioners to get lost in the weeds after we’ve thoroughly explored our data terrain. That’s what we love, right? And social data is no different. A professor I had at the University of Notre Dame gave me advice that’s stuck with me for years: “Use as few brain cells as possible when sharing your findings.” That doesn’t mean stakeholders won’t get your cutting-edge methodology or aren’t smart enough – it means shifting the cognitive load away from interpreting your insights and towards thinking about how to act on them.

It’s about getting to the point and making it sing. Especially because your stakeholders might not have even heard of social data – or they might be experts but very busy execs who are short on time. That shouldn’t matter. If your visuals and narrative are clear, that cognitive load shifts from interpretation to curiosity – like, “how can we do more of this?” As a starting point, even unlocking simple things like volume over time or share of voice can prove value and offer useful context.

Jackie Cuyvers:
Controversial question. What do you think about word clouds?

Melissa MacGregor:
That is a controversial question. I usually say there’s a better visual out there. I know some people really love them – they’re sticky, they’re shareable, and there is utility in that. But generally, I think there’s a stronger story to be told if you have a good word cloud. I know it’s quick, and sometimes quick is what’s needed or prioritised, and that stickiness has value – but generally, it takes time and thought to really make those slides and visuals sing. So I try not to use them as a rule of thumb – though I understand there are times when it’s appropriate and the best fit.

Jackie Cuyvers:
I love your thoughtful response.

Melissa MacGregor:
And when it comes to data visualisation too, I think it’s the same as writing. Isn’t there a Mark Twain quote – “I’d have written a shorter letter if I’d had the time”? That’s how I feel about report writing, insight generation, and visualisation. We, as practitioners in this field, need to make sure we hold sufficient time to curate the story and narrative so it can be leveraged beyond the initial use case – and help with that cognitive load I mentioned earlier.

Jackie Cuyvers:
Absolutely. How do you see the role of social intelligence in shaping business strategy and driving growth? And what impact do you hope your work will have on the business’s bottom line?

Melissa MacGregor:
From my point of view, we’ve been able – in my group – to leverage social data in two distinct and important ways that are paramount to driving growth. And it’s by the nature of social itself – speed and depth. So, speed: understanding quickly evolving stories or trends, more like temperature checks. And then, depth: unlocking robust and conceptual research through exploratory work that takes a more detailed, long view.

Both these types of social intelligence research have shaped business strategy, feature development, engineering prioritisation, comms and messaging, website design, product naming, categorisation – just to name a few areas right off the bat.

Jackie Cuyvers:
Can you discuss the role of social intelligence in building and maintaining relationships with influencers or key stakeholders and how you use this data to inform those relationships?

Melissa MacGregor:
Yeah. I think I’ve touched on this a little bit already. But just to add – social, to me, provides that unprompted commentary about the things stakeholders deeply care about. It can reveal terminology and slang that you are entirely unaware of when using more traditional research methods. And it can clearly showcase moments where you’ve had wins and where you’ve had missteps.

So it provides that rich context to help you understand your industry, your brand’s perception, your consumers’ journey, and those most pressing customer needs. And through that, I think we have the secret sauce for securing ongoing buy-in and demonstrating value across the organisation.

Jackie Cuyvers:
How do you stay current with all the latest developments in social intelligence, and what resources do you rely on or recommend?

Melissa MacGregor:
Probably a broken record at this point, but the three places that immediately spring to mind for me – specifically for social intelligence – are:

1. The Social Intelligence Lab – a fantastic resource.

2. The US-based Social Intelligence Brand Council.

3. The annual Observe Summit.

Those are my three go-tos for resources and staying in touch with the evolving discipline of social intelligence.

Jackie Cuyvers:
So I noticed that you are an SI Lab Insider 50 Hall of Fame winner. How has that been for you?

Melissa MacGregor:
It’s been awesome. I think a lot of the time, social intelligence practitioners feel a bit isolated from the broader discipline or their peer set. I love working with the folks I do – we do a lot of cross-functional tie-ins, weaving in people with expertise in focus groups, in-depth interviews, telemetry, etc. But being part of the Social Intelligence Lab group is just so inspiring and energising – seeing how others are leveraging and furthering the discipline.

It’s a great group to be part of – as a sounding board, to commiserate, and to share practical approaches. Like, others get how hard data cleaning can be or how differently we think about things. It’s fun to connect with people who understand where you’re coming from.

Jackie Cuyvers:
Yeah. It’s great to find your people. How do you see the field of social intelligence evolving in the next five to ten years – or even one year, given how much is happening?

Melissa MacGregor:
Yeah. We’re in the dawn of the AI era, and I think social intelligence is perfectly placed to make sense of this moment and to unlock some of that technical potential in our workflows. It really feels like a big unknown how things will shake out, but I’m excited to watch it all unfold. We’re here for the ride.

Jackie Cuyvers:
So we’ve spoken to a number of past guests about the books that have inspired them – and joked about starting a Social Listening and Insights book club, because everyone seems to have great recommendations. What books have shaped your career, or which would you recommend to other professionals in this space?

Melissa MacGregor:
Sure. Two of them are a bit broader – more about navigating your career or your priorities and how you interface with others. Those are:

1. Essentialism by Greg McKeown

2. No Hard Feelings by Liz Fosslien

And then a third book that’s stuck with me for a while is The Wall Street Journal Guide to Information Graphics: The Dos and Don’ts of Presenting Data, Facts and Figures by Donna Wong. Long title – but the book gets right to the point on how to make your visualisations sing. It’s really thoughtful about labelling and framing charts and graphics – something that’s so key in our line of work.

Jackie Cuyvers:
Oh, I want it! I’ll be updating my book list shortly. Can you share your advice for individuals who may be interested in pursuing a career in social intelligence? What qualities or skills do you think are essential for success?

Melissa MacGregor:
Yeah. I think there are three things to hold fast to – especially as you’re exploring this ever-evolving research discipline:

1. Be nimble

2. Be open

3. Be communicative

If you hold on to those as you dive into research and navigate the data streams, I think you’ll be well-equipped to meet the moment, bring people along for the journey, and have a real impact.

Jackie Cuyvers:
Amazing. Knowing what you do now, how would you advise future women in insights when it comes to pursuing the optimal educational path for opportunities in this space?

Melissa MacGregor:
Yeah. That’s a big question. For me, I went back to grad school to get more technical chops because I wanted to feel like I could speak up in the room. It gave me more confidence – like I had the background to ask a clarifying question or to raise my hand and take more on.

But more broadly – and specifically for this group – I want to highlight something called Shine Theory. It’s a concept from the 2010s – kind of cheesy, but it really resonated with me. Instead of feeling intimidated by someone who seems super impressive, flip it and think: “How can I get to know this person better?” It humanises them and opens the door to learning from them.

That shift in mindset really helped me. Instead of being intimidated, be inspired – and connect. That’s how we build each other up.

Jackie Cuyvers:
Wow. I feel like it’s been a quick trip through your journey, but you’ve shared so many ideas and resources that can help social insights professionals and those interested in joining the field. Thank you so much, Melissa. I really appreciate your time.

Melissa MacGregor:
You’re very welcome.

Jackie Cuyvers:
And that’s a wrap for this episode of the Women in Social Listening and Insights podcast. I hope you’ve enjoyed this conversation and taken away some valuable insights and advice from today’s guest. If you liked this episode, please subscribe on iTunes or Spotify so you never miss one. And don’t forget to follow us on LinkedIn for updates and additional resources.

I’d like to take a minute to once again thank our interviewee for joining us and sharing her story and insights. Your contribution to the world of social intelligence is truly invaluable, and we’re so grateful for your time and expertise. Finally, if you know someone who would make a great guest on the show, please do introduce us – we’re always on the lookout for new and inspiring stories.

Until next time, I’m Jackie Cuyvers, and this is the Women in Social Listening and Insights podcast. Thanks so much for listening.