Interview of Rayna de Lange, CEO of DeLange Analytics, for audience intelligence company Audiense
Our strongest weapon is data and analysis. In times of crisis, when our whole world is changing day by day, hour by hour, we should arm brands with data-empowered insights in order to help them adapt to the current realities and prepare for the long-term ones. Talk about the importance of data has been revolving for years, but now it’s more relevant than ever – simply said, we are analysing what’s happened recently, what is happening now in order be able to predict what’s to follow.
I believe we are now in a kind of transition period, trying to find our way forward. It’s of a great importance for brands to respond to customers’ needs, no matter B2C or B2B, adequately during the crisis, in this transition period, as we are all quite vulnerable now. Yet, it is just as important to prepare for the future. Both challenges, the research and evaluation professionals can tackle with valid insights and recommendations based on deep-dive research and analysis.
It’s simple. Social data reflect people’s attitudes and opinions, expressed online, and our world is pretty much online now (approximately 1/3 of the global population is said to be in some sort of lockdown now). So, in order to understand consumer behaviours, we should do social-media research and analysis, of course, complemented by many other types of data and analyses if we want to get the full picture. This evaluation will help brands, businesses as a whole and institutions to talk to people in their “language” and be heard.
In general, when talking about consumer behaviour, I prefer naming that people’s behaviour. Also, it’s important to consider the change in mentality, in the many aspects of the behaviour due to Covid-19. Nothing is the same now: how we communicate with family and friends, how we shop/what we shop, the community feeling, no matter of race, country or financial status, since we are all exposed to the same threat – economically and health-wise. How we help each other. The biggest challenge for all of us is insecurity – the insecurity of what will happen now and after.
It’s also worth noting the Covid-19 impact on the quantity of social-media data – now, when so many of us are living, working, exercising, existing entirely at home – people tend to spend much more time online. We are social animals. We need to communicate. Most of it happens now digitally. For us, comms research and evaluation professionals, that’s a universe of great data which we analyse in order to draw valid insights and conclusions, ultimately trying to see in the future.
Rayna de Lange, CEO DeLange Analytics, AMEC College & Education Group Chair, AMEC European Leadership Team Member