When we started building Radarr, our goal was to help brand marketers gather insights from social conversations in real time. With an objective to help them identify and predict trends to create campaigns that reach their audience and engage them in a meaningful manner, we knew we had to do our part too.
This meant using Radarr for what we recommend brands to use it for. So today, we decided to chat with our Insight Manager, Daffi Ranandi to see how he puts Radarr to work for Trend Analysis.
Using Radarr for Trend Analysis as an Insight Manager
What does your day to day as an Insight Manager look like?
Hi, everyone! This is Daffi Ranandi speaking, the Insight Manager from Radarr. I am based in Indonesia and have been working remotely for years now. I used to be a traditional market researcher, interviewing dozens of people and analyzing hundreds of questionnaires. But now I’m introduced to Radarr, I can do so much more!
Radarr is an extremely powerful social media listening solution – which means it can capture data and insights from social media posts across all platforms and topics in real-time. But making those insights actionable often requires another layer of analysis so that our clients know exactly how to put it to work. That’s what I do – I analyze the data collated by Radarr, infuse insights from further research, and provide our clients with a set of actionable recommendations.
Radarr dashboard makes it easy for me to spot a potential trend in the market.
How frequently do you use Radarr and what do you use it for the most?
I use Radarr daily to capture the necessary data from the internet. This data can be social media mentions of a specific brand, posts by brand accounts, e-commerce reviews of specific products, news articles on certain industries, and many more. We answered the client’s business objectives and research questions using these data points.
Latest conversation trend: Tharman Shanmugaratnam elected as the President of Singapore
Most of the time, our client wants to know what kind of trend is emerging in their industry so that they can be the first movers in the space. I analyzed all the data and searched for a sign or pattern indicating an upcoming trend in the client’s industry. While most use a social listening tool for identifying current trends, I feel using it to identify upcoming trends is like tapping into the opportunity before all the noise begins.
What’s the one feature of Radarr that you absolutely love as an Insight Manager?
Everyone loves tracking growth in mentions and virality, but my favorite feature of Radarr is its Sentiment Analysis. The sentiment analysis utilized AI to determine if a social mention has a positive, neutral, or negative sentiment. Accumulation of those data over time often leads me to discover a trend even before everyone else.
A sudden spike in positive sentiment indicates a strong potential trend
You see, some of the most long-lasting, highly impactful trends are usually indicated by an increase in positive mentions of the brand. As a pattern, we know that trending social media posts take very little time to gain market engagement, and this sudden increase in engagements is quickly (and clearly) captured as a spike on the Radarr dashboard.
While looking at the spikes gives you insight into the latest trends in your industry or target market, checking audience response tells you a lot about longevity – how long the trend is going to last. As an Insights Manager, it is important for me to guide our clients on what trends are worth investing in. Radarr’s insights make it easy to visualize data across platforms to evaluate whether a trend will be long-lasting or just a one-off fad.
What is the best part about this feature – something that helps you do something that you could not before?
It was SO DIFFICULT to read all of the posts’ comments and social media mentions and determine whether each post was talking about the good or the bad stuff of our client’s brand. Add to that the ever-changing meaning of reactions posted by their audience, and we never had a clear idea of what was successful ‘emotionally.’
Radarr Sentiment Analysis makes it so simple – our AI-powered engine is designed to analyze each post and comment in real time. With natural language processing, Radarr can understand the what, why, and how behind every engagement on social media, categorizing them into three key sentiments – positive, negative, and neutral.
To illustrate, one of our clients aimed to gauge the market’s reaction to their controversial campaign. The campaign sparked a heated debate on the internet. Our responsibility was to monitor all of the market’s feedback, including those who supported the campaign, those who opposed it, and the arguments they presented—doing this manually took hours of data tagging. But now, Radarr simply consolidates all the insights and shares a detailed sentiment analysis. This has helped brands with not just campaign planning, but also in making their campaign copy and creatives more enticing.
There are so many more exciting features in Radarr, each purposely designed to answer a brand’s market research-related questions. There is an influencer analysis chart, Impact score, word cloud analysis – the list goes on. If used methodically, all the features are like a treasure box for Insight Managers.
What’s the one thing you use Radarr for and not many know of?
I like to keep this on the down low, but I sometimes use Radarr to determine the trending, most discussed food lately. It’s so awesome to stay ahead of the curve and taste the excellent stuff BEFORE it goes viral! There’s no queue line, and the vendors have yet to increase their product price. As a foodie, that’s a win for me.
Had this before it went viral – of course, I have to take cholesterol medicine afterward…
If you’re an Insight Manager responsible for deep-diving into data to create campaigns based on market insights and response, it’s time to get Radarr on your side.
And if you’d like to know more about how Daffi is using Radarr for Trend Analysis, feel free to drop him an email on daffi.ranandi@radarr.com.
