Martyn U’ren of Twitter is speaking about the “Social listening data – providing a new source for qualitative research“ during the upcoming QUAL360 APAC conference in Singapore. We had a conversation with him about the highlights of his session and the current state of Qualitative research.
Qual360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Martyn U’ren: An exploration into the role of Twitter to be used as the largest open-source focus group in the world.
Qual360: Why did you choose the topic of your talk?
Martyn U’ren: The focus on social media data has been dominated by countable results – we have been focused on working with partners to understand the opportunity for Twitter brings key issues to life.
Qual360: What motivates you to join QUAL360 APAC and what are your expectations?
Martyn U’ren: A returning delegate – the previous conference was one of the most interesting conferences of the year, a chance to hear about true human insights.
Qual360: There is a lot of talk about the current state of qualitative research – how would you sum up the current state of qualitative research in 1-2 sentences? And what do you think QUAL360 APAC as a conference can contribute?
Martyn U’ren: Qualitative research was suffering from being lost amongst many new research developments but the importance of understanding your consumer has never been gone away. Conferences such as Qual360 allow researchers with an opportunity to learn from each other and collaborate at a mass scale.
QUAL360 will feature leading brands like PayPal, Twitter, Harley-Davidson, L’Oreal, AirAsia, Mondelez, Unilever, The Vinetian, Income, Bluescope Steel, OCBC Bank, Universal Music Group, Singtel, Brandwatch, Space Doctors, Reach Consumer Insights, Calistro Consultants, Mckinsey Company, Hansa, Neuro-Flash, Athene Consultancy, Ipsos, Kantar, Insightzclub and many more for two days of talks,discussions,workshops, and course networking!!