The missing brand metric: why brands can’t afford to ignore user-generated content 

Authors: Gilbert Saktoe, Selin Varol  

Brand tracking has long depended on structured surveys. But it’s time to expand our lens and look at brands through the voices of experience: consumers. This is where unfiltered truth lives, and where brand meaning is made.

In this whitepaper, our Global Discovery Observation Team leads Gilbert Saktoe & Selin Varol invite you to rethink the power of user-generated content (UGC) and explore how social data can unlock new dimensions in brand tracking. Give it a read to uncover:  

Give it a read to uncover:

• How social data shapes brand perception
• The importance of brand talkability 
• The benefits of treating UGC as a brand metric
• The power of combining social and survey data  

Download the whitepaper