What's your favourite podcast?

What's your favourite podcast?

What do you do when you are standing on a packed commuter train and you feel yourself about to burst into tears? 

Podcasts have been around since the dawn of the internet but have gripped the public imagination in the past couple of years. Signify are proud to have been involved in the first major piece of research into what podcasts mean to UK audiences. Our partners Hook Research have produced a definitive study based on the Social Intelligence methodology, which combines a couple of rounds of AI-driven online research (conducted by Signify) with the depth and nuance of Face-to-Face research and Digital Panels.  

What is Dark Social?

What is dark social? Why does it matter? What is the impact of private networks on public opinion? Is there a way to track or measure dark social? Our friends at Hook Research produced this video - featuring our own Jonathan Sebire (Co-Founder and Chief Strategy Officer) - as part of their excellent Talking Human series.


'Dark Social' describes activity that takes place on social media behind privacy settings, and which cannot be measured by conventional social media analytics. Thanks to the proliferation of messaging apps and increased awareness of privacy settings on Facebook, dark social is now a larger and more active space than public social media channels like Twitter.

Signify are especially interested in dark social because it is the place where extreme ideas and thoughts go unchallenged, finding acceptance with large groups of like-minded individuals before entering the mainstream. It is impossible to understand the increasing influence of nationalist ideas and groups without tracing their work on dark social.

You can read more about Dark Social and subscribe to the excellent Talking Human series via the Hook Research blog