Measuring Social: The Inchworm & the Nightingale

A session at SXSW Interactive 2013

Monday 11th March, 2013

3:30pm to 4:30pm (CST)

In an old fable, a nightingale issues a challenge to an inchworm to measure her song- to prevent being eaten. Fearful, the worm tricks the bird into singing while he inches away. Sound familiar? When marketers ask for what at the surface appear to be complex concepts, like engaged fans, measurers run! Given the tidy unit inherent to the worm, a simple solution could have been to measure the ground for the length of the song. Social and personality psychologists have been doing things like this for many years and have developed methods of overcoming the exact challenges marketers are grappling with today. They've developed common coins to help draw general conclusions and means of going beyond standard assessments with more innovative methodologies to capture different levels of behavior. We will present several basic lessons from social and personality psychology that marketers and social media analysts can learn to improve the integrity and trustworthiness of their findings.

About the speakers

This person is speaking at this event.
Kate Niederhoffer

Founder, Knowable Research

This person is speaking at this event.
Sam Gosling

Professor, The University of Texas at Austin

Next session in Capitol View South

5pm The Sweet Science Of Virality: You Are Bad At It by Sara Critchfield and Adam Mordecai

4 attendees

  • Colleen Brady
  • katenieder
  • Matt Blasco
  • Sam G.

2 trackers

  • Jeremy
  • roycifer

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Time 3:30pm4:30pm CST

Date Mon 11th March 2013


Capitol View South, Sheraton Austin Hotel at the Capitol

Session type

Core Conversation

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