101929In the Hands of the Analyst: Unlocking the value of social media for professional market researchClosedCollaborative R&DInnovate UKThis project is a collaboration between Ipsos MORI, Demos, University of Sussex and CASM Consulting LLP. The objective of this project is to unlock the full attitudinal value of the new datasets created by the explosion of social media use. To do this, the project will build the first integrated system – both technology and method – that allows these new datasets to be analyzed in a way that reflects the values and principles of conventional attitudinal research. This will allow very large amounts of new data to be credibly analyzed to produce trustworthy insight capable of informing important decisions across both the private and public sector. The project aims to apply this new capability as the first ‘full service’ solution that connects social media with other social data, social media reseach with social science, and commercialize it as a range of market-differentiated products representing a transformative step forwards in the sector.