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Nowadays communication is not just verbal. You can chat with anyone in the world, send photos, and share how you feel today instantly.

The Internet is a huge space of information and ideas. People spreading their thoughts and opinions should be considered as a parameter to understand what people are saying about our clients or our client’s clients.

Surfing the world wide web could be an infinite task but we know that if we want to accomplish a task in a more efficient way, we should use the right tool.

For this assignment we used Brandwatch.

"Brandwatch is a social media analytic tool that tracks billions of conversations happening online everyday, including blogs, news, forums, videos, twitter, reviews, image, Facebook…etc., and allows brands and companies to understand consumer insights, trends, influencers, and brand perception".

We had the tool, but we had to set the instructions for that tool, otherwise it will be like a hammer standing on a table without hammering anything.

Brandwatch does not work like Siri or Alexa, so we couldn’t just ask it to search across all the internet for mentions about “fashion retail and technology, and COVID. And please also include customer experience”. Even though the structure is similar on what we used to create a query.

Using booleans operators, we were able to be more specific on what we were looking for and the results we were aiming to get.

We also created categories so we could have a better understanding of what we were looking at. Basically we had to frame the search to contextualize the results.

We get very important data about how social media influences our project, and which ones are more influential, but also important to look at which is getting relevant.

The results also gave us information about words and phrases that people use in their dialogues about the fashion retail experience.

We also were able to see the sectors that are more into integrating technologies in their operations and how others could include it.

And we got an impressive insight about generations and how they see our world through their perspective.

Gen Z, contrary to the common perception, is a social and people caring generation. Meanwhile, Millennials are more about information, data and time.

In conclusion, there is valuable information hidden in our day to day conversations, on how we navigate through the internet. In what we say, but also in what we hear from the media.




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