Brandwatch Consumer Research Overview
Brandwatch Consumer Research is a cutting-edge, AI-driven consumer intelligence platform designed to provide organizations with real-time, in-depth insights into consumer behavior and opinions. This platform is the result of a merger between Brandwatch and Crimson Hexagon, combining 25 years of development and expertise from both companies.
Key Features and Functionality
Real-Time Consumer Insights
- The platform offers instant access to the world’s largest archive of public consumer opinions, comprising over 1.4 trillion online posts and adding half a billion new posts daily. This vast dataset dates back to 2008, enabling comprehensive historical analysis and real-time monitoring.
Advanced AI Capabilities
- Brandwatch Consumer Research is powered by advanced AI, particularly through its AI-assistant Iris. Iris automatically detects and delivers insights from millions of data points, significantly reducing the time analysts would otherwise spend on data analysis. The platform also includes AI-generated insights and alerts, ensuring users are notified of changes in data, such as unexpected shifts in sentiment or emerging topics.
Data Management and Analysis
- The platform integrates the best of Brandwatch Analytics’ rules-based segmentation and Crimson Hexagon’s machine learning algorithms. This allows analysts unparalleled flexibility in segmenting data using custom rules or custom machine learning classifiers. It also features advanced data filtering capabilities to drill down, sort, filter, aggregate, and group social listening data.
Social Analytics and Monitoring
- Brandwatch Consumer Research includes robust social analytics tools, such as sentiment analysis, social reporting, and keyword tracking. It monitors social media channels for brand mentions, tracks engagement metrics (views, likes, favorites, retweets, comments), and measures the success of paid advertising campaigns.
Audience Insights and Segmentation
- The platform provides in-depth audience insights, including demographics, interests, affinities, and behaviors. It helps in identifying influencers, creating buyer personas, and segmenting audiences for targeted marketing strategies.
Alerts and Notifications
- The platform features real-time alerts and notifications, known as “Signals,” which inform users about significant changes in the data, such as unexpected growth in negative sentiment or emerging topics. These alerts ensure key stakeholders are informed promptly, allowing for swift action.
Campaign Management and Tracking
- Brandwatch Consumer Research supports comprehensive campaign management by tracking and measuring brand results over time. It helps in managing social media campaigns, communication strategies, and content performance to improve brand engagement and digital presence.
Competitor Analysis
- The platform allows for competitor analysis, enabling users to gather and compare social data from competitors to benchmark progress and stay ahead in the market.
Use Cases and Benefits
- Social Media Management: Manage and monitor social media channels, engage with consumers, and optimize content strategies.
- Communication Management: Enhance communication strategies with real-time insights and automated reporting.
- Campaign Management: Track the success of marketing campaigns and adjust strategies based on real-time data.
- Market Research: Gain deep consumer insights to inform business decisions and stay ahead of market trends.
In summary, Brandwatch Consumer Research is a powerful tool that leverages AI and vast data resources to provide instant, actionable insights, helping organizations improve brand engagement, enhance their digital and social presence, and make data-driven business decisions.