Orange 'humanises the numbers': Social media insights into action

Matthew Carlton

Brands willing to experiment and look beyond the data and statistics generally drawn from social media should study the conversations taking place on these platforms to truly understand their customers. That was the advice offered by Darren Hanson, Head of Consumer Insights at mobile telecoms business Orange and Gaelle Bertrand, Client Director at media monitoring specialists Precise, at the Market Research Summit held in London in May 2014.

The two openly discussed their joint experiences of carrying out social media research which they defined as "using social media data as a way of better understanding and getting closer to people and not about counting or measuring social media channels".

Hanson admitted that there are lots of social media tracking companies offering dashboards and ways to aggregate data, but that Orange wanted to go beyond this approach to better understand its consumers and create some softer measures from social media.