As human beings we are naturally insecure. I say naturally but we are not born insecure, on the contrary; we were born fearless, pure and full of hope. We have society around us to thank for our fears and lack of confidence and as women we are lucky enough to constantly be reminded of the fact that we are indeed not perfect. We want shinier hair and we want better skin, we essentially want our best friends beautiful hair and Jennifer Anistons flawless skin.

Following the conversations we have with our partners and clients, we know that the wealth of online social media and communication channels can be tricky terrain for advertisers to navigate, particularly when trying to measure the types of brand conversations taking place and how and when they impact the consumers buying decision. Consequently, asking ourselves questions like Where do consumers discuss the brands they are interested in or thinking of buying?