Decoding the Noise: Unstructured Data in Practice

15.05

Decoding Attention: Integrating Unstructured Data Streams - From Social Listening to AI-Predicted Eye Tracking

Cosnova demonstrates how multiple unstructured data sources; social listening, deep video analysis, ratings & reviews, predictive AI (including Neurons eye‑tracking and BlueFish search insight), cultural analytics, and platform performance data, can be fused to understand what truly drives attention, engagement and creative effectiveness. The session shows how triangulating disparate data sources transforms complex signals into actionable insight and supports stronger campaign and content evaluation.

Luiza Ahnert Gonçalves, Cosnova

15.35

The Future of Healthy Homes: Redefining Clean through Cultural Intelligence

Using AI‑powered cultural analytics and millions of social conversations, this session explores the shifting cultural meaning of "clean" and the rise of microbial balance as a health and wellbeing trend. From soil‑positive influencers to the reframing of the kitchen as the "gut" of the home, Claire shows how unstructured data reveals deep cultural shifts that can unlock new strategic opportunities for brands.

Claire Lowe, Space Doctors

16.05

Digital Culture & Decision‑Making: No Decision Lives Outside of Culture

Jeremy explores digital culture as today’s living, ever‑shifting unstructured dataset. He reveals how online narratives, tensions, norms and cultural logics shape behaviour across categories. From wellbeing to fandom to food and how brands can decode these signals to understand the role they should play. The session also examines how generative AI is increasingly becoming both a participant in, and shaper of, cultural meaning.

Jeremy Hollow, Listen + Learn Research

16.35

Short break

16.40

Panel Discussion: Data Quality in Unstructured Data

A practical, experience‑led conversation tackling one of the biggest challenges in unstructured data: quality.

Topics include:

• Representativeness across platforms and contexts


• Balancing manual analysis with AI‑driven automation


• Navigating misinformation, bias and ethical considerations


• Frameworks for communicating data quality to stakeholders


• How unstructured data complements (not replaces) traditional research

The discussion avoids tool‑centric debates, focusing instead on what data quality means, how to assess it, and how to communicate insight responsibly.

Panellists: 

17.15

Conclusion and Close

17.20

Networking Drinks