March 5-6, 2019

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The Symphony of Data: How Does it Sound When You Combine Digital Ethnography with Social Media and Geolocation Data?

Room 2 | 2:15-2:45 | Tuesday, March 5, 2019

Our presentation will discuss an ongoing research initiative between Netquest and PSA Consultants where behavioral app usage data, geolocational movement data and social media postings of consenting panel respondents is analyzed.

Our presentation will talk about analytics behind such an endeavour while highlighting advantages of it. We will also talk about the type of research questions which can be answered by our methodology directly or indirectly. The presentation will also showcase some cases to help the audience visualize the impact of such techniques.

Some of the applications include targeted surveys, reduction in survey length, measuring relational strength based on actual behavior and interactions with brands and category, detecting cross-category influence, a 360-degree view of the consumer along with being a potential future deep mind omnibus to measure the pulse of the world and many more. Our analysis will also showcase examples of mapping of consumer behavior in the online world linked to offline location-led consumption and many more.

Our research opens up an entirely new frontier for research panels; from being a survey provider to being a provider of data on consumer’s digital life. It also showcases creative usage of data science for solving ongoing research pain points.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Data integration/big data
  • Mobile research
  • Behavioral economics
  • Storytelling/data interpretation
  • Ethnographic/observational research


  1. Real creative combination of data sources across survey panel data, geolocational data, social media data, mobile app data with an ability to expand to other data sources.
  2. Survey length reduction and a 24/7 data-mined omnibus.
  3. Measuring of online and offline consumer behavior and expressions and its linkages with brand performance.


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