These are strange and scary times – for us as brands, as consumers, and indeed, as human beings.
At Rothco, we are always looking for ways to deeper understand how people are feeling, behaving and ‘understanding’ so that we can help our clients make more informed decisions about how they best communicate with them.
In addition to the ongoing mining of consumer insights, we quite often turn to “digital breadcrumbs” such as social listening and search analysis to help us uncover hidden insights that might otherwise be overlooked.
Over the past couple of weeks our Data Insights team have been monitoring public online conversations to help understand the impact the Covid-19 pandemic may be having on the national psyche. It has enabled us to understand what themes are emerging, how the public are receiving messages, the effect large scale communication events are having on the nation and most fascinatingly, how the mood of the Irish population has been changing over time.
This period of monitoring the mood of the nation, has revealed the huge importance that communal experiences and events have at times such as these, buoying spirits and bringing people together, even in the face of crisis.
Tracking Emotions not Sentiment.
Generally, social listening allows us to track positive vs negative sentiment. But this is neither appropriate or useful at this time. Therefore, we have trained our listening platform via its machine learning capabilities to determine emotional nuance within online conversations. This has ultimately allowed us to monitor the mood of the nation in real-time.
An Emoji Speaks a Thousand Words…