About this event
We all know that unstructured data is a gold mine for understanding humans - especially customers - better. But there’s so much more value we can get from it that we’re not at the moment.
And the way to do this isn’t to use more technology. To generate value from data, we need to extract meaning. And for this, we need to think critically about what the data is actually telling us. We have to go beyond the surface metrics and add context and perspective. Unfortunately, there isn’t a tool that offers a shortcut for this. But it’s a skill you can learn.
In this year’s State of Social Listening report, we introduced our updated version of the Insights Continuum. This is a framework you can follow to get to richer insights when you need to. During this webinar, we’re going to talk you through it and show you how you can do more with data. Join us to:
✅ Learn the difference between a metric and an insight, and when you should use each
✅ Explore the range of insights and the use cases for them✅ Understand how to move between the different stages of the continuum
✅ Look at how generative AI can support you getting to richer insights
✅ Learn how to set the parameters of your research for deep insight
Register now!
Hosted by
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Guest speaker
Mark Listes CEO @ Pendulum IntelligenceG
Mark Listes is the CEO of Pendulum Intelligence, leading the company's mission to empower organizations to detect opportunities and counteract harmful narratives online. With a distinguished career that includes serving as Chief Operating Officer and Chief of Staff at the National Security Innovation Network (NSIN), Mark was pivotal in accelerating the adoption of cutting-edge technologies to support national security missions. Mark is currently serving as a board member of the Association of International Risk Intelligence Professionals (AIRIP) and is also a US State Department instructor. Mark has a J.D. from William & Mary Law School and a B.A. from the University of Tennessee.
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Guest speaker
Gaelle Bertrand Consultant @ Social Perspectives UKG
Gaelle has been a practitioner and an advocate of social media in research since 2010, continuously promoting its use and sharing best practice. Gaelle led Kantar Media’s social media insight team from 2012 to 2020, developing its social intelligence proposition from the ground-up, creating a consumer-centric research capability based on social data, emulating many traditional research techniques. During this time, Gaelle worked with a multitude of clients including Barclays (Project Shortlisted for the AMEC Awards 2014) and Orange on projects presented at the MR Summit (2014) and Esomar Fusion (2018), demonstrating the value of social intelligence within these organisations and driving mindset shifts. Since moving client side in 2020, Gaelle has continued to advocate the use of the social data and communities as a source of insights and demonstrate the value of these techniques as part of the research toolkit.
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Guest speaker
Amanda Jeppson Associate Director, Research & Insights @ FetchG
Amanda Jeppson is the Associate Director of Research & Insights at Fetch, where she leads the charge in social listening and consumer insights. With her background in social listening and mixed methodology research, Amanda uses these approaches to stitch together a more complete picture of consumers to drive business decisions and thought leadership. Relentlessly curious and a true nerd at heart, Amanda enjoys the thrill of digging into data to learn more about the world, and she’s followed this passion for the last decade, researching topics in education before transitioning into the marketing-tech space.
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Team member
Jillian Ney Founder @ The Social Intelligence LabT
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Guest speaker
Dr. Apoorva Bhutani Senior Analyst @ NovartisG
Dr. Apoorva Bhutani is a global communications strategist with expertise in social media listening, analytics, and digital intelligence within the pharmaceutical industry. At Novartis, she harnesses social data to uncover patient insights, develop digital personas, and shape data-driven brand strategies that enhance engagement and decision-making. Recognized as a 2025 Social Intelligence Insider 50 honoree in the Bold Brands category, Dr. Bhutani is a leader in integrating social intelligence to drive business impact. At the SI Lab’s Trends Summit, she will explore how social data can unlock deeper patient understanding and drive more effective, human-centric marketing strategies in the pharma sector.
The Social Intelligence Lab
Advancing the value of social and internet data as a source of insight.We are a global community dedicated to advancing the value of social and internet data as a source of insight.
