ABSTRACT
Research is, or should be, designed to bring communicable Insight. Insight gives you a new view of your problem that allows you to move forward. Insight is a function of the interpreter and of the user, and not inherent in the research. Judgement brings you Insight, research delivers facts. Any marketer realises that to produce products and services that sell and to communicate meaningfully with their customers, they need to carry out research. Emotions can be identified in Twitter data using a computerised content-analysis tool called the Regressive-Imagery Dictionary (RID). The RID tool was developed and verified by academics several decades ago. The findings led to the new strategy beginning with the construction of a grassroots marketing directory, to sit alongside the previous household demographic segmentation. In analysing the tail of activity that is normally removed as outliers, they found real significance in communities that clearly talked to each other.
