In a world where consumers communicate in various ways with each other through more channels than ever before, insight professionals face an ever greater challenge to accurately describe brands' share of voice and share of people's discussions.

The ability to analyse digital media is increasingly a foundational requirement, yet this paper explores how particular categories produce specific challenges – pushing the researcher to think beyond the application of artificial intelligence, to the application of even more advanced solutions, all in the name of meeting the specific client's precise business challenge.

This paper illustrates how we had to be agile and push the boundaries – yet in doing so we were able to reshape the client's long term strategies. Use of a combination of techniques such as customized text mining, image tagging, image clustering and image crawling helped us decipher relative strength of a brand vis-a-vis competition and determine its future strategies.