Integrating Digital Conversations: Laying it on thick with social intelligence

Ellie Osborne and Oliver Roberts

GlaxoSmithKline, a pharmaceutical company, used social listening to collect data findings that were grounded on naturally occurring consumer conversations about athlete's foot in the US and South Korea.

The need to embrace change

As market researchers we need to keep up with the fast changing world around us and in particular the rapidly changing nature of communications. The way consumers connect with each other is evolving, conversations are becoming increasingly shorter in text and more visual. Individuals now have a vast range of digital activities they can engage with, be it sending that Snapchat, adding an Instagram story, checking-in on Facebook, catching-up on the WhatsApp Group or simply scrolling through the net. It's no wonder digital communications and social media have now become so entrenched in consumer life....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands