Hasta La Creative!

Ilya Vedrashko is fascinated by digital interactions and what they tell us about people. Though his work heading a team of consumer-intelligence analysts at Hill Holliday involves what some think of as social listening, he prefers to call what he does “computational anthropology.”

“In this line of work, we analyze traces of people’s online activities to understand their relationship with the world around them, including, but not limited to, brands. In one project we did in mid-2000s, we compiled and analyzed hundreds of pictures people had posted on Flickr to understand how people do laundry, for example,” he said.

The standard approach to social listening — observing posts in social media about specific brands — is flawed, said Mr. Vedrashko, SVP, director-consumer intelligence at Hill Holliday.

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