Rachel Mulcahy

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

As a Digital Insights Director at Mindshare UK, I genuinely love delving into and exploring  human behavior through the online signals that people leave across search, site, and social channels. I find it so exciting when you find a new data source or approach to exploring what people are doing and why. 

A key focus in the work I do is around uncovering the nuances of online culture and communities, exploring trends and identifying new ways to source and interpret online data. I then blend these digital insights with traditional research, in order to achieve a truly 360-degree perspective on how people behave.

I started working in social listening over nine years ago, and it has been interesting watching the discipline evolve and adapt to the changing online world.

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

That social media is moving back to a more wholesome space. Yes there is a lot more AI content and controversial options but people are moving away from algorithms and constant consumption to deeper engagement within smaller platforms, communities and online spaces. They are seeking out content that makes them feel good and resonates with the world they are experiencing and rejecting content that doesn’t align. 

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

When exploring conversations around the charity sector, we found that there were lots of mentions on the GTA6 subreddit. When we explored it further, we found that people have been placing bets on when the new GTA will come out and pledging to donate to charity if they are wrong. This is a behaviour that probably wouldn’t have been uncovered if it wasn’t for social data.  

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

We had to run a trends project for a chemical company, which meant thinking about ‘trends’ in a slightly different way. It made me explore ways we could access more academic and industry specific data that would allow us to explore changing demand in a B2B space. We also used wider consumer trends to help guide us and identify any potential patterns that could be influencing demand for certain materials . 

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

Critical thinking. AI is going fundamentally to change the way our industry works but the difference between a non-researcher and a researcher will be the ability to think about why certain behaviours are happening and the ability to question outputs. 

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

I have been intrigued by the growth of platforms such as Substack. I think as a platform, it is a space that is shifting in terms of usage and purpose. Creators and users are moving towards longer form content and seeking more direct connections with their interests and communities. As a researcher, I think these spaces are something we should be looking to explore in terms of what is engaging different audiences and the topic areas that are being discussed in depth. 

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

An article about the possibility that we are moving into a post literate world, largely due to the pervasive influence of smartphones and screen culture. Though I do not agree with all of the points made, I think it is an interesting view on how society is shifting. https://open.substack.com/pub/jmarriott/p/the-dawn-of-the-post-literate-society-aa1?utm_source=share&utm_medium=android&shareImageVariant=overlay&r=3haaal

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