There is much hype around social media, but fairly little on how social media is useful in delivering the consumer insights our clients need. In this webinar, I’d like to discuss the breeds of insights social media research offers and share experiences how these insights change the research process. One can see social media data as a collection of people’s individual Interpretations. What makes this interesting, is that people without being prompted self-select attributes and tie in those to their self-narrative, hereby shedding light on underlying intentions. Analysis of social conversations delivers: consumer orientation, and, inspirational Insights. Orientations help determine decision influencing factors, while inspirational sparks lend creativity, authenticity and real life to strategy. With all the consumer insight learnt from natural social media conversation, interactive traditional methods can focus on testing new concepts and move the client forward.