We’re nearly halfway through 2022 – or what we like to refer to as “the year of AI-enabled consumer intelligence (AICI).” For our product teams, delivering on the promise of AICI means bringing new tools and features that:

  • Combine online and offline data to provide a more complete view of consumers and their behavior
  • Use next-gen AI and NLP algorithms to clean, analyze, and visualize data
  • Apply expert-built frameworks and models to extract actionable and predictive insights

This quarter, we’re bringing new data sources (and types!) into the platform – and helping you segment and analyze your data more efficiently. Here’s what’s new:

1. Bring survey and social data into a single, unified view

Synthesio users can now easily import survey data into the platform for richer insights and context – and easier analysis with BI-style data visualizations. In a recent blog, we spoke about the importance of bringing together “big” and “small” data to get the full picture of consumers. While social data alone isn’t enough to understand consumer behavior or intent, it provides critical context, real-time insights, and a more authentic look at consumer expression. At the same time, survey data is more apt for identifying specific needs, pain points, and benefits – particularly when having a representative sample is critical to understanding demographics and psychographics.

By analyzing both data sources simultaneously, insights pros and marketers gain a more data diverse perspective on consumers and, in turn, find more accurate, actionable intelligence.

Why it matters:

  • AI functionality cleans, maps, transforms, and visualizes data, so you can process survey data faster and speed time to insights.
  • Reduce the manual effort and cost required to analyze open- and closed-ended questions, numerical data, and multi-answer questions with pre-defined (and customizable) reports.
  • Combine structured (survey) and unstructured (social) data sets to expand, validate, correlate, and connect your insights. 


2. Ride the wave of consumer trends with TikTok data

With over one billion users globally, TikTok is the world’s most popular video streaming and social media platform – and it’s still growing. To keep up with emerging consumer trends and top influencers, marketers and insights pros will need to incorporate TikTok data into their social intelligence strategies. 

Now, you can track and analyze TikTok data alongside other social (and non-social) data sources in the Synthesio platform. TikTok analytics will allow you to monitor your campaigns and engagement, track competitors, and keep a finger on the pulse of new consumer behaviors – especially for Gen Z. 

Why it matters:

  • TikTok has skyrocketed many “normal people” to success – and they’ve now formed communities around their favorite to topics like their favorite recipes on #foodtiktok, daily lives living with medical conditions, or fashion trends like #cottagecore. For brands, TikTok data is a goldmine of insights about influencers and emerging trends. 
  • As TikTok continues to grow, it will be crucial to analyze your campaigns – and benchmark results against those of other brands on the app. By tracking specific accounts, you can keep tabs on competitors and monitor your own reach. 



3. Segment your consumer data further with Classifiers Tags

Within the Synthesio platform, you can segment your dataset by creating Classifiers. Classifiers allow you to group posts or mentions that have something in common. For example, if you’re tracking online conversations about meat alternatives, you might create a Classifier to categorize all conversations about taste, or texture, or price. If you’re tracking conversations about your brand, you might create Classifiers for each stage of the customer journey to get a more granular view of consumer feedback and pain points.

Today we are releasing a new tagging system for Classifiers: Synthesio users can apply a tag to further group Classifiers and unlock advanced layers of analysis. Why is this important? Well, human language doesn’t always fit into neat buckets. A single post might address multiple topics and belong to more than one category. The post below, for example, talks about copper’s anti-inflammatory, antimicrobial, anticarcinogenic, and antioxidant properties. If a health foods company were tracking conversations about antioxidant and anti-inflammatory ingredients, they could assign this post to both “buckets” to can streamline their reporting and analysis.

Why it matters:

  • Save time by connecting, comparing, and combining Classifiers instead of having to start from scratch each time your analysis calls for a new approach.
  • Easily segment and analyze your dataset without having to reprocess your Dashboard. When categories are no longer relevant for you, simply remove them without having to delete your data.


What now?

Our ultimate goal is giving you actionable insights to take your consumer intelligence projects to the next level. If you’re curious about our roadmap and want to know more about what our tech team is cooking up, free to reach out. To see how you can bring together data from social, survey, and more, request a demo with one of our experts.