“Adulting Hard!” Using Data Science to Learn the Why and How of this Millennial Trend

Posted by Megan Risdal on 8/25/16 12:04 PM

When you hear someone sigh (or tweet) the phrase, “Adulting is soo hard,” you immediately know you’re listening to a Millennial. Ever the wordsmiths, Generation Y young adults have turned the noun “adult” into a verb (to adult) and back into a noun (adulting). As one of the American Dialect Society’s nominated words of the year in 2015, the popular word is a sign of the times. In this blog post, I take a data-driven approach to understanding this phenomenon using some natural language processing techniques.

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Topics: Data Integration, Data

Rio 2016: We Scored the Trends in the Online Chatter

Posted by Emily Hayes on 8/22/16 4:03 PM

Rio scores a win! So say those who took part in over 13 million online conversations about the Olympics on Twitter, blogs, and in forums over the course of the Summer Games. We listened in–from the Opening Ceremony through last night’s closing celebration–and ranked the overall sentiment of Olympics online chatter as favorable (25% positive and 56% neutral). That’s a win, especially in light of the number of issues that arose leading up to–and during–the event.

Team USA finished on top with a 121 medals, 46 of which were gold, so it’s no surprise that the United States was the most talked about country on social, followed by host country, Brazil:

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Topics: Consumer Trends, Secondary Research, Data Integration

It’s Really True: Market Responses Follow Consumer Trends

Posted by Alice Greene on 8/8/16 1:57 PM

What do PayPal and UPMC and Khizr Khan all have in common? Among many others, and in very high profile ways, these three have proven out some of our 2016 top consumer trends predictions.

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Topics: Consumer Trends, Secondary Research

Poké…man, that’s a lot of tweets!

Posted by Emily Hayes on 7/13/16 11:55 AM

There’s a phenomenon afoot, literally: people have been walking into poles, ditches, other people–and occasionally traffic–in large numbers. They’re “catching” Pokémon. And blowing up Twitter talking about it.

From the time I started writing this blog post (just fifteen minutes ago), another two million tweets about the new Pokémon GO game were sent! On average, there have been approximately 1.3 million tweets per day about the game–over 11 million in total–since its launch eight days ago.

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Topics: Secondary Research, Data, Social Media Listening

Marketing to Generation Z: These insights might surprise you

Posted by Alice Greene on 7/6/16 11:00 AM

And then they were gone.

The ads that had weighed down my every web search were blocked. I knew the relief would likely be short-lived, but for the moment, at least, I felt an immediate lift in my privacy and everyday happiness. By installing an ad blocker, I added to the 72 million Americans who have them on their PCs, smartphones or tablets, and I have my Gen Z nephew to thank.

With breathtaking agility, young audiences in particular today are making it harder and harder for marketers to reach them, as described aptly in the recent Wall Street Journal article, "Catch Me If You Can." They are leaving traditional television in droves (viewership among people ages 18 to 34 is down 30% since 2012) and dragging ad dollars with them over to the digital world. There they exploit endless tricks to tend to their penchant for privacy.

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Topics: Consumer Trends, Millennials | GenY Behavior and Trends, Post-Millennial Generation | Gen Z

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