“When individuals’ words come unsolicited and unprompted, as they do in informal online conversations (versus via surveys, which usually come with an inherent bias), they tend to carry greater weight, meaning and marketing value. By contextually connecting what people say in their online conversations to what they’re likely to buy as consumers, conversational analysis is proving to be uniquely adept at uncovering that meaning and tapping that value.”

Read our full piece in DM Magazine here: DM Magazine- Leads between the lines.