Our guest on this episode is Danny Gardner. Danny is head of social media insights and analytics at Haleon, formerly GSK Consumer Health. He specialises in applied analytics, advanced social listening, and data science.Danny joins us on The Day One podcast to share what things in the industry he’d like to see banished to Room 101 forever. The main pet peeves Danny describes are: the ‘sample size matters’ debate, the fear that AI will take our market research jobs, and the idea that social listening can replace traditional market research. Danny provides meaningful criticism during our conversation, and we hope you enjoy it.Key Quotes:“I think if you were just entering a career right now in this industry, any part of data analytics and insights, you could become an expert in something, because all of the different areas are evolving so rapidly. Nobody knows really, nobody's an expert right now, and actually, you don't have to have been in the industry decades to take that leadership position. You just need to be curious, you need to learn, you need to decide where the destiny is, and go for it. So it's definitely an exciting time.” (09:32)“The fundamental difference between social media and your traditional kind of survey research is that you have no control. Social media is all unsolicited. It's really revolutionary when you think about it from a market research lens” (11:05)“There's a difference between big data and small data. Big data is kind of large overarching themes or drivers, but it's interesting that a lot of companies, including us, are starting to make more decisions based on the small data, small insights, and we're not looking at the end size. We're looking at nuggets of information or insights that are unique, something we've never seen before.” (13:15)“I think there are processes and systems you can create depending on the type of company you are, type of brand you are, the size of your team. So a lot of different considerations, but I definitely look at everything from both the top-down and bottom-up approach for things that we know are important and then things that we didn't realize were there and could be important.” (20:35)“AI does an incredible job of unlocking scale, which again is a really big deal for Advil, which generates about 10,000 mentions a month. But that's just one brand and I've got 30. And so that's where I think you see real scale economies to AI” (22:55)“You would think ChatGPT handles the math better than the logic. I found in my data, its better handing the qualitative element than the quantitative element, which I couldn't believe” (24:54)“That it's the next industrial revolution. I read this from some other thought leaders and I completely agree with this too: this is the kind of dawn of a new age of how we live and how we work” (30:00)“I'm willing to meet them halfway because I don't think you can replace traditional market research. They’re complementary, but people don't believe that. People think one can replace the other, and some people think that self-listening can replace the other. I don't think that's the case, and I say that as a die-hard social listener: there's no way. there's unsolicited data and solicited data. You can't replace that. One can never replace the other, and so you have to think about ways that they complement each other.”(36:52)Key Topics:How Danny got into his role in social data (2:10)Bringing economics skills into social listening (4:50) Collaboration in the social data industry (09:20)Danny reveals his first nomination for Room 101 (10:27)Social Media data from a market research lens (11:15)Big Data vs Small Data (13:15)How to decide what’s ‘good to know’ or actionable? (16:00)Can AI be complementary to social media data? (22:00)Scale of economics to AI (23:11)The shortcomings of ChatGPT in market research (26:35)Looking at how AI can improve our lives and work (30:11)Danny’s third proposal for Room 101 (33:35)How can social listening and traditional market research complement each other? (37:00)About – Danny Gardner:Danny is currently head of social media insights and analytics at Haleon, formerly GSK Consumer Health. He specialises in applied analytics, advanced social listening, and data science. He loves data so much his friends call him Data Danny. Beyond his friends, Danny is also recognised as one of the world's leading experts in social listening, insights, analytics and as one of the most influential leaders in this space. In fact, in 2022 and 2023, he was recognised by Social Intelligence Insider 50 and also named by the Drum Future 50 as one of the marketing industry's Rising Stars Under 30. He is also a very experienced speaker at industry conferences on data analytics, social media, marketing and former healthcare topics.Relevant Links:Danny Gardner – LinkedInHaleon - https://www.haleon.comDay One - https://www.dayonestrategy.com/Hannah Mann - LinkedInAbigail ...
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