Fresh notes on how the regional conversation shifts, what emerges, what accelerates, what starts to matter before it shows up in research. We publish when we have something new to add.
We analyzed nearly 20K mentions about a childcare category in LATAM: wipes. The most valuable finding wasn't in what families said, but in what they showed and implied without saying it.
Algorithmic, selection, and cognitive biases distort the analysis of conversations. How they're identified and mitigated.
The leap isn't in collecting data fast, but in interpreting the context while the conversation is happening. What changes for Latin American retail.
Sentiment analysis and emerging topics redefine how a brand's reputation is monitored and protected. What AI does and how it's implemented.
The segments that don't show up in traditional demographic data, but that conversation analysis does reveal. How the map is built.
Insights teams have more data than ever. The problem is that accumulating information isn't the same as knowing what to do with it.
Discover how conversation analysis, consumer motivations, brand reputation, and emerging signals come together in a single strategic intelligence system.
"Automate or listen: social listening as strategic intelligence."
Forbes Argentina published Tomás Criado's column on why social listening, without senior judgment to read it, stays as noise. Where the line sits between the speed of the algorithm and the interpretation that moves a decision.
The layer that's missing between the dashboard and the decision.
Why the raw output of global social listening platforms isn't the reading of the Latin American market. Two anonymized cases of how a regional layer changes the decision.
Reputational crisis pre-event.
Early-detection patterns in digital conversation. Three anonymized cases of emerging coalitions that formed months before showing up in mainstream media.
The gap between soft data and the C-level room.
Why executive teams still read hard data with metrics and soft data with instinct. The translation layer between digital conversation and the table where decisions are made.