Perception is shaped by human feelings and opinions, and is dynamic in nature. Traditional research methods such as focus groups, interviews, surveys, and audience panels, often carry inherent biases and assumptions that impact the data collection process.
Social intelligence is a powerful alternative that enables you to collect large volumes of audience feedback that’s faster, more fluid, and more authentic than traditional research methods. The online conversation acts as an always-on focus group organizations use to understand perceptions, inform strategic decisions, and grow the capability and impact of teams.
Understand and align perceptions
The power of social intelligence is its ability to understand authentic human perception by uncovering stakeholder’s voices. In fact, we used social intelligence to understand the human perception of an entire industry—higher education. We uncovered:
- 5 times more negative than positive conversation about the value of college
- 45% of conversations include cautionary advice for prospective students
- 30% connected a degree with the ability to open doors for graduates
There’s been a shift in trust that’s evolved over time, beginning with a generational shift from institutional influence to peer influence combined with the rise of social media in the early 2000s. These changes transformed online word-of-mouth and redefined what it means to be an “influencer.” It also means the perception of your institution is shaped by people outside of it, increasing the lack of understanding and poor public perception of college.
Inform strategic outcomes
Social intelligence is a qualitative research method that uses social, behavioral, and emotional signals within data to find the right way forward. The real-time market and audience insights give you the information you need to turn data into insights and action plans that impact strategic outcomes.
Brand and reputation
Refine brand positioning and enhance strategy to cultivate the essential value of trust.
Grow brand equity
The University of Arkansas–Fort Smith (UAFS) is improving their brand strategy and building a shared understanding of brand value. Chancellor Dr. Terisa Riley shared:
“You have to measure brand equity, ideally in multiple ways (social listening, surveys, etc). Knowing this helps you persist as an institution, or evolve into what you can be in the future.”
Support brand management
Utah Valley University is having success in aligning the brand with the university’s vision and growing positive sentiment around their mission. Campus partner Matt Serrao, Associate Vice President for Marketing told us:
“Our partnership provides us with the data needed to make decisions that make a difference.”
Increase brand alignment
Duquesne University is working toward brand alignment across campus and informing cabinet-level decisions. In an AMA presentation, Gabe Welsch, Vice President of Marketing and Communications, said:
“We’ve made investments in brand alignment. Now we have the ability to see how that message is resonating, address when there’s a perception that we’ve gone astray, or if we actually go astray. The board and President know to ask for that information now.”
Strategic planning & organizational strategy
Obtain valuable and relevant environmental and market scanning for timely and unfiltered insights.
Support leadership transition and cross-collaboration
Social intelligence is supporting a small private college partner in transitioning a new executive director of marketing communications. They’re using the insights and strategy to operationalize marketing, drive enrollment, and elevate their brand. And the insights will inform a roadmap for the President’s cabinet that elevates and differentiates their campus.
Drive strategic initiatives to action
A private funder of academic biomedical research is working to embed equity and inclusion into their vision of excellence, enhancing diversity across key academic career stages. Social intelligence insights helped them firmly demonstrate where gaps in understanding of STEMM academic culture exist and how to lead the national conversation about the culture of science and science education. They’re using the findings to design a framework for understanding audiences centered on meaning and experience that will be incorporated into their strategic plan.
Our strategic support enabled them to put “voices and experiences to [their strategy] in a very thematic way. The data is believable because it’s real and quantifiable.”
Optimize program development
A public land-grant research university needs to increase the demand for undersubscribed majors and grow the pipeline of transfer students and retain in-state students. The team is using social intelligence insights to understand pain points and challenges and engage with key stakeholders. We’re engaging with the Vice Provost for Strategic Initiatives, Chief of Staff for Enrollment Management Services, and college teams to deliver custom insights and develop action plans to maximize current resources and grow capabilities.
Stakeholder engagement
Leverage human-centric strategies to support revenue growth.
Develop enrollment marketing expansion
A private art and design school’s enrollment and marketing teams partnered with us to develop more mature digital recruitment and enrollment strategies. A competitive analysis identified unique differentiators, enabling them to strategically position their people, places, and programs to speak directly to students’ needs and priorities and expand their market audience.
Increase advancement ROI
Utah Valley University Advancement team is using social intelligence to increase strategic engagement with prospective donors and champions. Christie Denniston, AVP of Strategic Engagement, shared:
“Campus Sonar has been a vital partner to UVU as we embark on our first comprehensive fundraising campaign.”
Strengthen student success and retention
In working with a private college partner to support brand health we identified a discussion with a potential negative impact on an existing program. Our insights included student feedback and questions that were shared with the campus team, along with strategies for reassuring prospective students and building confidence in the program's stability and quality.
What outcomes can we help you achieve?
Let’s talk about how social intelligence can support your strategic goals. Ready to connect? Set up time to tell us how we can support you.
