Deriving Meaningful Cultural Insights from Social Data: The Proof and the Pitfalls
This comprehensive guide, presented by Convosphere’s Research Director, Oliver Lewis, provides practical strategies and real-life examples to help market researchers navigate the complexities of cultural insights in social research. Learn how to guard against misinformation, leverage technological advancements, and validate culturally driven insights. Discover the power of empathy, data, and depth in uncovering meaningful cultural nuances, and equip yourself with the knowledge to make informed decisions based on robust research. Download now to enhance your research methods and gain a deeper understanding of cultural insights in the digital age.
Key Takeaways from the Webinar
- Importance of Cultural Understanding
Conceptual Takeaway: The key theme emphasises the significance of understanding culture in social research to effectively interpret data and identify trends. The conceptual takeaway is to prioritise empathy with the cultural context in order to surface and validate insights genuinely driven by cultural differences.
- Challenges in Social Research
Conceptual Takeaway: The theme highlights the challenges in navigating social research, such as dealing with misinformation, propaganda bots, deep fake issues, and AI-driven developments. The takeaway is to adapt research methods to the constantly changing landscape and to be aware of the impact of these challenges on data interpretation.
- Utilising Local Researchers and Experts
Conceptual Takeaway: The discussion focuses on the importance of employing local researchers, consulting with territory experts, and using linguistic experts to identify and interpret cultural nuances. The takeaway stresses the need to involve diverse expertise to validate and explain data accurately, particularly when dealing with language use in different markets.
- Validation and Quantification of Insights
Conceptual Takeaway: The theme emphasises the significance of quantifying the significance of trends and seeking validation through the application of multiple sources. The takeaway highlights the importance of using various methods, including AI and manual coding, to validate cultural insights and trends.
- In-Person Experience and Observations
Conceptual Takeaway: The theme stresses the value of exploring subcultures and experiencing topics first-hand in the physical world. The takeaway promotes a holistic approach to cultural research, urging researchers to venture beyond the digital realm to gain deeper insights into cultural behaviours and preferences.
With a background in PR, communication and marketing, Moa heads up Convosphere’s content marketing, blog and social media channels.
Before joining Convosphere, Moa worked as a PR and brand consultant for agencies including The Future Laboratory, LS:N Global, Canvas8 and Stylus, with a focus on packaging, retail and technology trends in the UK and Scandinavia.
