Jose Medrano Lopez

Who are you, and what drew you into this world of social data and digital insight?

I work with higher ed leaders to provide them with meaningful, actionable insights to drive their strategic goals. I love to lift weights, run when the weather is nice, and I love to read—especially science fiction.

Capturing the zeitgeist of a specific topic or community is difficult. Especially before the internet. I was drawn to social data and digital insight for the dynamic and real-time aspect of the data. I like having my preconceptions challenged as I explore themes as much as I like having them confirmed. Doing this type of work helps me get closer to understanding the "so what" of real-time events and conversations.

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Do you think social intelligence is a research discipline, a strategy practice, or something else entirely?

I am not sure I would think of it as a neatly categorized "thing." It is a method of inquiry to work in conjunction with traditional research, but it also encompasses a community of social intelligence experts who share common practices like looking beyond vanity metrics, and who understand social intelligence's unique position as a source of timely information to inform executive decision-making when executives don't have the time to wait for more information. So there's a balance there for sure.

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What’s something you’re currently figuring out in your work or trying to get better at?

I am always trying to get better at discerning the deeper meaning behind the themes I'm analyzing. It's one thing to accurately describe WHAT is happening, and it's another thing to then answer the "so what?" and "now what?" questions that come next.

You may come across two themes that may seem contradictory. You must tease out how and why they are contradictory. Is there evidence to support that these themes are two expressions of a similar attitude or experience?

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When do you feel like you’re doing your best work?

When there's a warm mug of coffee next to me! Also when I have paper or digital notes out to document my thinking. As I explore a particular topic, taking notes helps me organize my thoughts. I make connections between different points either as neat bullet point lists in digital form or as loose arrows and symbols on paper.

I also do my best work when I have full understanding of a client's needs and expectations, and when this understanding is shared by the whole team. Before starting a project it's important that we are all on the same page to minimize having to redo work. I'm lucky to be with a supportive team!

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What’s the last trend, post, or rabbit hole that got you unexpectedly obsessed? And what did it teach you?

I like to go camping. So I was exploring different types of knives to shave tinder for fires. I came across Swiss Army Knives and instantly went down that rabbit hole exploring how many variations there were! I had always known about them, but had no idea how creative people were with the different tools.

I learned there is no "best" Swiss Army Knife. The answer is personal, to your needs. There are also tradeoffs. At some point you need to decide how many tools you want which creates bulk, vs. how portable and accessible you want your knife to be.

Will you realistically carry around a thick multi-tool? Will you realistically use a keychain knife? Those answers are up to you.

There's no one-and-only answer to what the right decisions are in our lives.

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What’s your go-to reset when you feel stuck? A place, a person, or piece of culture?

Living in Chicago, I am lucky to have various physical spaces to enjoy a change of environment. When it's warm enough I love going for walks at the park to clear my head. My cold-weather go-to is working at a coffee shop. I love the smells and overall vibe of being in the presence of others doing their thing. It's motivating.

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Who in the industry do you look to right now? And what are they doing that most people should pay attention to?

There are so many people out there providing rich cultural insight. One person that I look to is Danny Gardner, who does a great job of sharing industry insights, creating community among social intelligence pros, and bringing in other experts together in a casual setting.

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