Morningside Analytics
Analytics and Mapping
Morningside Analytics discovers and monitors online networks that form around particular ideas and identifies thought leaders with standing in these audiences.

M.A.’s focus is blogs (short for weblogs), the Internet’s fastest growing information source.

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Morningside Analytics discovers emergent communities of bloggers and readers attuned to similar information. We call these hard-to-discover groups Attentive Clusters. We map them and we map how they circulate information. We bring objective and quantitative measurement to an arena dominated by guesswork and "old media" strategies.

Morningside Analytics data and methods are global in scope and language independent. We identify Attentive Clusters in French, Spanish, Arabic or Mandarin as easily as among English speakers.

Client organizations benefit from our ability to analyze, quantify and target groups keenly attentive to particular markets and topics, such as information technology, politics, consumer goods, and advocacy.

July 22, 2008
Valdis Krebs on Emergent Communities in Twitter

Always interesting social network guru Valdis Krebs takes a look at his Twitter network, and discovers the emergent communities therein.  We find his analysis agreeable on two levels.  First, the appreciation of informative visualizations over flashy ones is one we share.  And second, the understanding that communities are emergent formations to be discovered, not assumed a priori, is foundational to our analytic approach.


June 14, 2008
Busy Week for John Kelly

On June 13 , Morningside Chief Scientist John Kelly was a featured panelist at the Networks in Political Science conference at Harvard.  And on June 18th John will be presenting at the Qualities of Old and New Democracies conference in Budapest.


May 27, 2008
Toward a new science of influence

Writing in the Washington Post Rob Stein takes a refreshing look at how real world social connections affect individuals’ decisions.   We at Morningside are fond of saying that the preconceived categories (e.g. age 18-25; income between $50,000 and $75,000; “likely voter”) that drive traditional marketing and campaign management fail to take into account the impact of interpersonal and less direct social influences that inform decisions.  Our approach goes against the grain, and is often not well-received among practitioners of traditional media research.   But it works.  Thanks Rob!


April 18, 2008
Ethan Zuckerman on John’s Presentation at USC

Connoisseurs of international blogging will know Ethan Zuckerman’s popular Blog “My Heart’s in Accra.” Zuckerman, whose founder credits include Tripod, Geekcorps and Global Voices, is a fellow at the Berkman Center where John is applying some of our techniques to compare how bloggers of different nationalities or who write in different languages cluster differently around the world. We’re grateful to Ethan for posting a summary of John’s main presentation last month at Berkman’s Media Re:public conference at USC Annenberg School for Communication.


April 5, 2008
New York Times article features application of MA tools and data

The Sunday NY Times spotlights research on Iranian blogs and bloggers that MA’s Chief Scientist John Kelly is working on with Harvard’s Berkman Center–using our unique tools and methods, of course. One interesting finding: after politics and religion, what is the most blogged about topic among Iranian bloggers? Romantic poetry! If you have a little more time, pour yourself a cup of coffee and read the whole study.


April 4, 2008
BBC Interview with Chief Scientist John Kelly

John Kelly spoke last week with the BBC’s Rhod Sharp about M.A.’s methodology for examining the global Blogosphere, and some of our more intriguing insights. The original broadcast is now available as a PodCast from the BBC. If you are in a hurry, you can fast forward to John’s segment at about the halfway mark of the podcast, but we recommend listening to the program in its entirety.