We drive event-viewing and watch how people are reacting in terms of the 'second screen'. It's about the proximity of the responsiveness we're able to get through Twitter debates, for example.
Chatrooms are also a great research weapon to see what people are saying and how they're feeling. It's a valuable brand dialogue.
We are constantly on our smartphones and so is our audience. We are a youth brand with a massive youth audience. All our talent is young, and they behave the same way our audience does.
If you can understand that and replicate it, you can shine a light on those youth cultures.