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Why does my son like hiding under his bed? Finding the creative power of weak signals in social data.
For most brands, when it comes to social data, our eyes are focused on our own reflection. We think social is about us when it’s very obviously not (brand mentions are, but a mere drop in the ocean).There’s another world out there.We’d like to open this door for you by sharing one thread from a global study of people’s home lives.It starts with a theory, an idea of what’s important in our lives. This theory inspired a line of enquiry, one that helped us look for something special, but hidden, in the conversations people have with each other on social.With this in mind, we’ll share how we went beyond simple listening; to something we call social learning – an active process of observing and thinking about people and their lives.We don’t want to talk about the obvious big, bolshie findings. Rather we’d like to talk about one of the quieter signals. It’s here that one of the best insights came to light. It’s here that we found a rich source of creative opportunity. It’s here that I began to understand why my son likes to hide under the bed.
