A million flies on the wall

The real challenge in harnessing Consumer Media to empower executive decision making is in the effective management of:

• Thousands and millions of messages

• The variety of platforms (forums, blogs,
message boards, etc.)

• The Screening out of spam, especially spam-
blogs ("splogs")

• Street talk (spoken language, often
grammatically incorrect, net jargon)

Obviously, this task requires the use of advanced technologies such as specialized search tools, content retrieval web-crawlers, and cutting-edge natural language analysis software. These technologies can provide the million flies on the wall "listening in" to mind-sharing by massive numbers of consumers. However sophisticated as they are, technologies cannot (yet) make sense of what they "hear" the way humans can.

No technology can replace skilled and experienced human analysts Consumer in drawing the "big picture", determining relevance and significance, making strategic inferences, and extrapolating creative actionables.

That is why we believe in the combined approach:

Computer-Aided - Expert Analysis

Computer technology enables the tracking and management of millions messages exchanged between consumers across tens-of-thousands of sources, anywhere, anytime.

Expert skills enable the creation of insightful and actionable worldview, and derive effective strategic implications.

Mission-focused research methodology

1st2c's methodology is based on a systematic, mission-specific and practical approach.

1st2c Workflow

1st2c's methodology aims to deliver actionable added-value combining the following critical facets:

• Client involvement

• Mission tailored research construct

• Man-machine approach

• Qualifying authenticity of information by
screening spam

• Multi-level analysis (perceptions, attitudes
and behaviors)

• Deliverables at both strategic an tactical
levels

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