Unlocking Strategic Insights Through Social Listening: A Collaborative Journey with Imperial College MSc in Strategic Marketing Students

At YouScan, we believe in the power of collaboration and learning, in the partnership between academia and the market, and our recent engagement with the MSc in Strategic Marketing students from Imperial College London was a shining example of that. 

On September 18, we had the privilege of conducting an online session with 300 enthusiastic students, led by the esteemed Prof. Rajesh Bhargave. The students come from all around the world to pursue their Masters in London. This wasn’t just another presentation; it was a dynamic exploration of social listening, brand perception, and how YouScan can help decode the pulse of consumer sentiment.

Alex Orap, our Founder and CMO, kicked off the session with a warm welcome, introducing the students to YouScan and our vision. From there, our Social Listening Consulting Gabriela d'Ávila took the stage (virtually) to deliver a hands-on demo focused on one of the UK’s retail giants: Tesco. The students were immersed in the demo, with 270 participating live, while 30 others caught up later via the recording.

Fast forward to September 23, when students returned to the on-campus classroom, equipped with their newfound insights. Using YouScan’s monitoring of Tesco, they presented their group findings. The mission? To explore Tesco’s role in everyday British life and how the brand is perceived as part of the UK’s cultural fabric. From the weekly shop to deeper brand associations, students examined consumer sentiment across various aspects of the Tesco experience.

Here’s a sneak peek into what the students uncovered:

• Tesco’s Cultural Influence: They delved into the retailer’s role in British culture, beyond just groceries. They explored how Tesco impacts daily routines and the emotional connections people hold with the brand.
  

• Consumer Sentiments: Using YouScan’s powerful image and text recognition, students tracked consumer sentiments across social platforms like TikTok and Instagram, observing the highs and lows of public opinion in real-time.
  

• Product & Service Feedback: From store layouts to product variety and even online shopping experiences, students analyzed what people really think about Tesco and how these opinions impact brand perception.

But it wasn’t just about learning how to use the platform. The experience resonated deeply with the students, as echoed in testimonials from Prof. Rajesh Bhargave and two of his students:

Dr. Rajesh Bhargave, marketing lecturer at Imperial College, shared his thoughts:

“I had the pleasure of introducing my MSc students to YouScan for social listening. They found the platform not only incredibly useful but also a lot of fun to work with. The Insights Co-pilot stood out for them, showing just how much you can learn about a brand and consumer behavior through social listening. Big thanks to Gabriela and Alex for their support!”

Kateryna Kandyba, an MSc in Strategic Marketing student from Ukraine, reflected on her experience:

“Using YouScan as part of my marketing research module was an eye-opening experience. I gained deep insights into customer sentiments regarding store attributes, product range, and overall brand perception. I hadn’t considered Tesco’s cultural role before, but tracking real-time feedback opened my eyes to new dimensions of brand analysis. I’ll definitely be using YouScan again!” 😄

Seyed Hashemi, another MSc student, highlighted YouScan’s technical prowess:

“The interface is user-friendly and makes it easy to dive deep into data. The image recognition tool is especially helpful, capturing social media mentions on platforms like TikTok and Instagram. The sentiment analysis is precise, and the trend graph is a great way to stay updated on brand mentions and engagement.”

It’s collaborations like these that truly showcase the power of social listening. The students didn’t just learn how to use YouScan; they got hands-on experience that will serve them in their future careers as marketers.

P.S. Fun fact: According to Times Higher Education, Imperial College ranks as the 3rd best university in Europe in 2024—right behind Oxford and Cambridge! 🎓

A big thanks to Prof. Bhargave, the students, and everyone at Imperial College for making this a truly memorable and insightful experience!