The value of global social listening lies in the cultural insights it can unveil. With our global team of in-country analysts – native in the local language, culture and social media – we go beyond hard numbers to deliver the most accurate and actionable insights and recommendations to future-proof your brand.
Are you preparing to launch your business in a new country or region? Or at the early stages of assessing new export opportunities and ways to leverage your experience and success internationally? Or are you simply looking for a way to improve the resonance of your brand messaging in existing markets? Regardless of your plan, cultural insights will unlock insights into consumer truths to help you to stay up to date on cultural shifts and emerging trends, making sure your brand keeps pace with the changing times.
Understanding consumers’ perceptions and motivations
Context matters in social intelligence. Rather than trying to fit markets into a templated set of predefined results, our work allows for new discoveries and nuanced cultural and linguistic differences to emerge. Social media usage differs country by country, not only in terms of numbers and channels, but also in behaviour and attitude. This could impact behaviours such as how at ease they feel discussing private matters on forums, or how likely they are to use social media to follow brands or connect with peers. For example, in China, the user habits on Weibo are changing, with an increasing number of netizens preferring to share content via the Moments function, passively using the main feed to consume content from brands.
While the global Covid-19 pandemic has accelerated the uptake of digital technology, it has also impacted how people think about their daily internet use. In Sweden, for example, consumers are more likely to be mindful of their own screen time, opting for alternative formats and channels by e.g. moving away from Facebook in favour of podcasts.
This matters because understanding not only the what of online conversations and behaviour, but also the how and why, brings us closer to consumers and unveils the psychological motivation behind their engagement. Crucially, it helps us prepare for the kind of data that we can collect and informs us how we should look at it.
Empower your strategy with culturally relevant insights
While the findings of social data research can have correlation and relevancy across different markets – true insights need to take into account not just the language of a market but cultural relevance and nuance to deliver actionable insights that make a difference. Through human-led social intelligence, we deliver deep cultural insights to empower your strategy and ensure your brand can stand the test of time.
Although trend analysis offers a great way to understand shifts in the marketplace, the fast pace at which trends move means they quickly become out of date. Because of this, trends can be risky from an investment perspective. By going beyond trend spotting, cultural insights offer a more reliable alternative to help marketers understand the intricacies of consumers’ lives and the role that brands and products play.
More than just the latest buzzword, culture is a powerful force that holds influence over consumer behaviour and society through the norms, values, belief systems, traditions and behaviours that it helps inform. It reveals hidden patterns that exist within groups and societies, allowing for unique insights to be gained that can identify new opportunities, help mitigate risks and counter any inherent biases. Yet, these cultural codes are difficult to spot, often submerged just below the surface of conversational data.
Why context matters
Context matters in social intelligence, which is why data needs to be culturally interpreted to ensure the insights paint an accurate picture and representation of local groups and communities. This work needs to be done by experienced analysts as social listening software alone, no matter how sophisticated, is unable to account for irony, idioms and tone. One word or phrase in the same language, but used in different countries or regions, can have different meanings depending on cultural variations in meaning or pronunciation. Adding to the challenge, these cultural variations are not static but shift constantly, meaning brands need to keep a finger on the pulse or risk missing out.
Humanising the data
The value of global social listening lies in the cultural insights it can unveil. Our approach ensures we do not apply truisms across all markets. Rather than trying to fit markets into a templated set of predefined results and relying on the data to do the work, our approach allows for new discoveries and nuanced cultural and linguistic differences to emerge. Think of it as painting in the blind spots of data; by humanising the numbers, we can fill in the gaps in the results. Having this deeper layer of understanding and putting it in context allows you to see the drivers and influencers behind the data – a vital step in order to turn strategic decisions into efficient, targeted and impactful actions.
Global team for cultural relevancy
With our team of 150+ specialised analysts, across the world, native in language, traditions and social channels, Convosphere is ideally placed to read social data and identify cultural shifts. In this way, you can have a global view which provides true social intelligence on local audiences and segments – leading to more successful impact, implementation and engagement.
Cultural insights can be your organisation’s secret weapon to truly understand consumer behaviours, stay ahead of trends, uncover new opportunities and achieve business objectives.
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