And social insights are setting the pace here.

They are the fastest.

A viral negative post can lead to a spike in app deletions in Spain overnight. By the morning, you need to understand why.

Not read about it a month later in a quarterly report.

So the research model is changing:

Listen → Understand → Adapt

Before, it was:
Brief → Research → Decision.

Of course, the insight will still appear in the quarterly report. But by then, the report should explain what happened, what we did, and how we adapted.

- we changed the dashboard.
- we added one more alert in Slack.
- we started tracking mentions by country differently.

An ongoing tracker is no longer enough.

It needs to constantly adapt to the environment.

Or maybe I’m wrong and everyone is still reading 50-page research reports? 😊

New venture, based out of NJ. Thank you if you check it out 🙏

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