I've had two parallel careers (well, one career and one hobby) for the last 15 years: market research and writing about pop music. I got interested in social media and tech in the late 90s as an adjunct to the music writing - it spilled over into the market research stuff too, inevitably. I started getting work based on "knowing about social" and I've ended up at BrainJuicer - a wonderful and innovative place - trying to bring the worlds of research and digital culture closer together. And I still write about pop, too.