What is the Observe Summit 2025?

From measurement to meaning: Working smarter with social data. Social and internet data have never been more important, or more complicated. Algorithms shift. Platforms gatekeep. Bots, bias and blurred lines cloud the signals we once trusted. But while we’re trying to measure and quantify the changes we see, we’re missing the bigger picture.

Social intelligence isn’t about counting mentions. It’s about understanding people. At Observe Summit, we’re moving beyond metrics to find meaning behind the data.

Social intelligence is at a crossroads. And at times of change, it’s easy to retreat to what we know, what’s safe. In the case of social data analysis that often means relying on tools and dashboards to show us something we can measure.

But this is when we need to be brave. Old ways of working aren’t always suitable for the new challenges we face. Not everything can be quantified. And these challenges present new opportunities to stretch ourselves and show the real value of social intelligence to the world.

So, we have a choice. We can stick to the numbers, the dashboards and the KPIs, or we can shift towards curiosity, complexity and cultural insights. 

To learn more and to register, click here.