Researching your target audience or customer base?

Look for rants and raves!

People express their emotions online, and when they do - LISTEN. Pay attention to phrases indicating that someone REALLY cares and puts a lot of emotional weight into their opinion (whether positive or negative).

Those moments of high emotional engagement can be split into 2 types:
1. Rants - negative emotions. People are complaining about something but they need to share WHY they don't like it.
2. Raves - positive emotions. People love something, find something funny, and they want everyone to know WHY they like it.

You can then develop your strategy, plan content, or engage with your audience from a foundation of true empathy for how they feel.