I’ve been thinking about how Digital Ethnography can be used as a compliment to Strategic Planning. It may seem obvious how deep(er) social listening can help tactically: operationalizing what we see for a Brand or Consumer pulse and turning the wheel in reaction. But more recently we’ve had clients utilize us as an accountability tool for key performance indicators on their strategic plans. If the landscape doesn’t fundamentally change in conversation – where decisions are made and inform those with questions lurking – then how can you be sure you actually changed anyone’s minds or even are communicating why these initiatives are important? It could be as much a barometer on the visibility of your goals and actions as it is the actual success.
The process: Beginning with a foundational-building first report, you then shift to quarterly sweeps to see: how are our actions causing behaviors and discussion to change? Roll up each year with a larger report bolstered by other metrics to create an insightful health check for the Strategic Plan. You could also add-in brand health elements to create a really powerful, voice-of-the-consumer driven, force for meaningful change!
– Dean Browell, PhD
If you’re interested in learning more about your audiences, reach out and we can customize a research plan and approach that works for you: Dean @ discoverfeedback.com .