Joy Jones

Let’s start simple. Who are you, and what do you do with social data that others might not expect?

My name is Joy Jones and I use social data to elevate the voice of the consumer in an actionable way. My insights are usable and innovative because they triangulate traditional research, macro trends, and clear business questions to deliver a sharp, concise point of view.

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What’s something in our industry we pretend to understand, but don’t?

Across the organization, social data and AI unlock powerful opportunities, from illuminating emerging consumer needs to strengthening strategic decision‑making. When properly cleaned, structured, and queried, this data becomes a high‑fidelity signal that can be used to enhance and in some cases replace traditional methods.

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What’s a moment this year where social data helped your team do something bolder, faster, or better?

We have been able to use social data to better understand our consumers and their evolving preferences real-time and make strategic shifts due to what we are uncovering.

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What’s one belief about your audience that social data completely upended for your teams?

Where shoppers were going to research new brands and how they were seeking information. 

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If you could build your dream social intelligence team from scratch, with no legacy and no limits, what roles would you include?

Building a world‑class social insights capability requires a multidisciplinary team: a social data analyst who can distill unstructured digital signals into clear, actionable insights; a cultural anthropologist who uncovers the behaviors, rituals, and motivations shaping consumer dynamics; a consumer foresight and cultural strategist who integrates macro trends and digital cues to anticipate emerging shifts; and a marketing insights evangelist who translates these findings into compelling, influence‑driving narratives that guide enterprise decision‑making.

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

I do my best work when the business question is clear and I have the space to explore emerging trends, uncover unexpected insights, and deliver a focused, strategic point of view.

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What’s your browser history giving away about you this week?

My browser history would show that I love eating fresh bread. I began making sourdough a few years back and now I am very interested in learning how to mill my own flour for my sourdough loaves.

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