Data for development: harnessing digital media intelligence

Internet access is exploding around the world. In the 10 years up to 2021, the proportion of people around the world with access to the internet grew from 33 to 63%, and by 2022 the number of active social media users hit 4.62 billion.

Policymakers and opinion formers have an opportunity to tap into the wealth of digital media intelligence that is created and to use that intelligence to advance a sustainable development agenda. But like any research practice, gathering digital media intelligence has its challenges.

In this briefing we describe some of the pitfalls and how to avoid them, drawing on examples from a partnership between IIED and Marble Global, a digital research consultancy that works with organisations seeking to affect positive change.