How we used social listening to inform the needs states and develop communication principles
Creating communication principles to adhere to covid need states
Marketers must suspend their own viewpoint and put themselves in the consumers’ shoes. To do this we must first understand the consumers’ need-states. Using social listening for insights rather than performance, we established a set of communication principles and a toolkit to help identify who needs help and in what way.
With the inability to do usual qualitative research and speak to audiences face to face, social listening provides a real-time and budget friendly channel to understand them more at a time with heightened needs.
Using the communication principles aligned to social listening insights, Brands can understand the different ‘need states’ of the nation, they can inform their strategies and act in the most appropriate way.