Filipe Zuluaga

Let’s start with you. Who are you, and what lens do you bring to understanding people online?

I’m the Director of Insights and Analysis at DGA Group, a global advisory firm specialising in corporate communications and public affairs. My lens is different from the typical social intelligence role because I focus on audiences that shape policy and reputation rather than mass consumers. That means tracking conversations among policymakers, investors, NGOs and academics, groups whose influence is high but whose signals are subtle.

Instead of finding trending hashtags, I look for coded language, references to legislation and coalition dynamics across niche forums, specialist media and harder to reach networks. This approach turns fragmented, “in-crowd” conversations into actionable intelligence for clients navigating regulatory scrutiny, political risk or reputational challenges. It’s about understanding not just what is said, but what it means for hearings, consultations and stakeholder mobilisation.

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What’s a working theory you have right now about how people behave online?

Closed spaces are becoming the new semi‑public square. WhatsApp groups, Discord servers and private subreddits now shape narratives long before they surface on mainstream platforms. If you’re only monitoring X or TikTok, you’re already late. Interestingly, while these spaces enable echo chambers, their relative privacy also encourages more nuanced debate. People feel freer to explore ideas among kindred minds without the risk of being shouted down by strangers looking for a fight.

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What’s an insight you surfaced that you still think about? What one stuck with you?

Early in the pandemic, a conversation map revealed that after news updates, the second most discussed topic was local support networks (food banks, community centres, churches, etc). This wasn’t obvious from keyword searches because the language was fragmented and informal. It taught me that technology can uncover human resilience stories hidden beneath dominant narratives. It also reinforced why social intelligence matters: it helps organisations see what people truly care about, not just what trends.

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What’s the weirdest rabbit hole your work has ever sent you down? And what did it teach you?

While monitoring mentions for a financial services brand, I found a steady stream of posts in Latin. They turned out to be from erotica forums using the brand name, which is also a common word in Latin! I had to brush up on Latin declensions to filter variants, proof that brand monitoring can take you anywhere.

Another time, tracking COP28 conversations led me to farming influencers on Instagram, a vibrant community shaping sustainability narratives. It reminded me that influence often comes from unexpected corners, and the most valuable insights emerge when you follow the thread, however strange.

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What skills or mindsets do you think the next generation of analysts will need?

Critical thinking will matter more than ever as AI becomes ubiquitous. Analysts must challenge outputs, validate sources and ensure technology aids insight rather than replaces judgement. Combining quantitative signals with qualitative context is what makes analysis meaningful, and that’s still a human skill.

Equally vital is storytelling. Data only drives decisions if it’s clear and compelling. Analysts need to visualise complexity and link findings to business goals, not vanity metrics. In short: think critically, communicate clearly and never lose sight of why the work matters.

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What’s a niche community, account, or corner of the internet you’re watching right now? And why?

I recently monitored conversations on microplastics and marine pollution during negotiations for a global plastics treaty. It was fascinating to see how activists, scientists and industry voices frame the same issue differently across regions. It reinforced the need to understand cultural nuance when shaping global strategies.

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Last non-work thing you read that shaped your thinking?

It’s a watch, rather than a read. Over Christmas, I watched the first three seasons of Halt and Catch Fire. Beyond the tech nostalgia, it’s a masterclass in ambition, compromise and the human cost of chasing big ideas. It made me reflect on work‑life balance and how collaboration often matters more than brilliance, a lesson as relevant in social intelligence as in start‑ups.

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