Interviews, insight & analysis on digital media & marketing

Tech for Good: Mapping the New Normal

The digital industry often shows it’s best side in times of crisis. NDA’s new series showcases those companies who are helping and the solutions that they are building.

Pulsar has launched ‘Mapping the New Normal’ a research project to explore new trends and behaviours emerging to the global pandemic. Pulsar is an AI-powered audience intelligence platform that combines conversational and behavioural signals from digital destinations globally to provide insights that help brands understand their audiences and create messages that matter to them.

Based on the analysis of tens of millions of online conversations across social media, search, forums, news web, it provides insights into how populations around the world are reacting and what is driving emerging new behaviours – from interest in policies such as Universal Basic Income to DIY haircuts, to webinars and changed shopping habits and perception of delivery.

Mapping the New Normal has been created to help organisations better understand the behaviours emerging in response to the ‘new normal’ of mass quarantines with half of the world’s population under lockdown, and a complete upending of our habits, our ideas, and our inner lives. The hope is to help individuals and organisations get ahead of these emerging trends and improve how evolve their research, thinking, insights, and strategies.

The initiative was launched through the New Normal website, but are also promoting across social media and through partnerships with publishers such Hearst Italy and Hearst Spain, as well as many of Pulsar’s brand and agency partners.

Natalie Orringe of Pulsar told us “Things will not be going back to ‘normal’. After this crisis, our collective behaviours will have changed fundamentally in ways that we are just beginning to imagine: shopping, education, government, leisure and countless other fields will be different from how we know them today, and many of these changes are starting to be first revealed today in our digital lives.”