Sources and Methods
Each month, Lux scrapes over 23 million conversation points, adding up to more than 270 million annually. This ensures a broad and deep dataset for uncovering cultural dynamics. This ensures that every analysis reflects an unmatched volume and diversity of insights, reviewed and monitored by our anthropologists for ethnographic quality.
Lux’s data collection process is designed to ensure that every source contributes to culturally meaningful insights. When we’re gathering consumer verbatims, data sources are not chosen arbitrarily or based on volume alone. Instead, they are meticulously selected by our team of anthropologists for their suitability for ethnographic research. The primary criteria include:
- Depth of Conversation: Sources must allow for long-form, detailed discussions that reveal nuanced consumer sentiments. These include:
- Forums and Aggregators: Platforms like Reddit and Quora, where users engage in thoughtful exchanges.
- Blog and News Comment Threads: Sections on media sites such as Forbes and TechCrunch, where readers expand on published ideas.
- Review Platforms: Sites like Amazon and app stores, where consumers describe their experiences in detail.
- Video Platforms: YouTube comments, which often include long-tail discussions and varied perspectives.
- Pseudonymity: Lux actively prioritizes platforms that permit pseudonymity, where users can discuss topics more openly without the constraints of public exposure. This encourages open, honest discussions about topics that may be taboo, embarrassing, or sensitive. For example, forums about health conditions or financial struggles often yield more authentic insights than polished social media posts.
- Cultural Relevance: Anthropologists evaluate whether the sources reflect culturally significant perspectives, ensuring that the data aligns with the target demographics and topics of interest.
These carefully curated sources allow Lux to capture the depth and authenticity necessary for accurate cultural analysis.
Why This Matters
These sources are intentionally chosen for their ability to provide contextually rich, meaningful data. Unlike shallow social interactions on platforms like Instagram or Facebook, the platforms Lux uses foster detailed discourse, which is essential for understanding shared meanings and cultural nuances.