Believing that being in social media doesn't make a brand sociable, Cole & Weber United along with The Palmerston Group announced the completion of a 6 city, 3 month qualitative study called Project Butterfly. The study aims to better understand what makes some people more sociable than others, the differences between sociable people and hyper-connectors, the role sociable people play in their communities and what brands can learn from sociable people to behave more sociably. The Palmerston Group fielded the study in Portland, Los Angeles, San Antonio, Austin, Minneapolis and Syracuse using online anthropology, ethnographies and a variety of social experiments. For more information, contact mike.doherty@cwunited.com or britt.peterson@cwunited.com.

Trailer link:  http://vimeo.com/35015264