Just as every brand is different, every consumer is different. Not one specific marketing tactic or ad campaign attracts every potential customer. Breaking through the noise isn’t an easy task. So how does a company better understand its target audience? And how can a brand capitalize on unique advantages in its market?
The answer goes by many different names—research, analytics, big data, take your pick. And it’s the way companies can gain knowledge in their marketplaces.
Using Social Radar, Infegy analyzed online conversations around Kellogg’s Special K brand, its target audience, and its competitors. We looked at how perception of the Special K brand differs between the general population versus people who are very passionate about health food. To accomplish this, we built an audience segment defined by individuals who have been talking very passionately about eating healthy over the last year. This enables us to analyze dialog from within that group for comparison against the general population. This new intelligence will allow the brand to better understand advantages available in the marketplace for brand management and strategic messaging.
First, we looked at the general population’s perception of Special K. Sentiment gives us a key measure of the brand’s favorability. This measures the percentage of commentary about the brand that was positive, negative or mixed. We see that amongst the general population, sentiment for Special K is quite good, with 69 percent of commentary being positive. The most obvious driver of negative discussion is the recall of Red Berries cereal due to glass fragments being present within the cereal.
Next, we analyzed our segment of healthy eaters to compare to the general population. For this group, the brand’s sentiment exceeds expectations. Amongst our audience, positivity is notably higher, at 72 percent. We also see a significant change in the topics of discussion associated with the brand. Within this audience we see conversations of calories, losing weight, and notably less conversations around the Red Berries recall.
Special K launched Cracker Crisps in the UK in January of 2013. To gauge reactions to the new snacks, we compared it to two of its biggest UK competitors, Snack-a-Jacks and Walkers Sunbites. In this comparison, we found a common theme; the words “sweet chili” showed up positively in all three topic clouds. This shows that people talking about these brands talk about the sweet chili flavor more than any other flavors.
Kelloggs Competitor Discussion Topics
As you can see from the chart below, Snack-a-Jacks dominated the majority of conversations online when comparing the three snacks. However, most discussions involving all three health snacks generated more positive conversation than negative conversation overall. Conversations around Special K Cracker Crisps resulted in 86% positivity; Snack-a-Jacks resulted in 81% positivity; and Walkers Sunbites resulted in 94% positivity.
Kelloggs Competitor Analysis
Through the interpretation of this data, great insight was provided and in turn, increases Special K’s potential for continued growth. We can see that the highest opportunities for growth exist within formulating strategies to appeal to the passionate target base of the health-conscious customers. This market and competitive research, available using Social Radar’s wealth of historical data and proprietary analysis, will continue leading the way for Special K.
To easily view the entire PDF report, click here to download it.
Packed with protein and ingredients to keep hunger at an arm’s length, peanut butter has been a long-time family favorite, especially with moms and kids. In the last few years, a debate around the health benefits of natural peanut butter versus regular peanut butter has begun. Is peanut butter marked “natural” actually better for you, or just marketed to an audience trying to go the organic route?
Peanut Butter Infographic (click to enlarge)
Using Social Radar, we see that online conversation around both types of peanut butter turns up about 4.7 million posts in the last year. Within this huge amount of social data, there are a few topics that stick out: protein, health, and price. We found that while dialog around regular PB is higher than its natural counterpart, people talking online think natural peanut butter is the healthier of the two.
When looking into which variety has more protein, 40 percent of conversation around natural peanut butter mentions protein, compared to 18 percent of conversation around regular peanut butter. Natural PB comes out on top with the topic of overall health as well. Sixty-seven percent of posts about natural PB are around the topic of health, compared to 59 percent of posts about regular peanut butter.
When it comes to the price, regular PB takes the cake as the cheaper option with four percent of conversation discussing the concept of cost, as opposed to 12 percent surrounding natural peanut butter.
From this social data, we see people talking online perceive natural PB as the healthier, more expensive option, with a higher protein content. So, is this true? Not necessarily.
Dr. Dale Brigham, Teaching Associate Professor of Nutrition & Exercise Physiology at the University of Missouri, says depending on the brand of peanut butter, the amount of calories, protein, vitamins, and minerals is most likely equivalent for both products. He says the health difference lies in the trans fats.
“Trans fats do the “double whammy” of increasing heart disease risk by lowering HDL, the good cholesterol, and raising LDL, the bad cholesterol,” says Dr. Brigham. “Even if regular peanut butter has a label that states “zero grams trans fat,” it can contain up to 0.5 grams of trans fats per serving (rounded down to zero on the food label).”
Because nutritionists recommend consuming zero trans fats, Dr. Brigham says natural peanut butter is generally healthier overall than regular peanut butter. Regular (hydrogenated) peanut butter also has more saturated fats than natural peanut butter, which may increase LDL cholesterol and heart disease risk.
So, the next time you head to the grocery store for some PB, Dr. Brigham suggests comparing the nutrition labels because every brand is different.
Please use the provided code if you would like to embed our Natural PB vs. Regular PB infographic on your website.
Natural PB vs. Regular PB Infographic Embed Code:
KANSAS CITY, Mo. – May 28, 2013 – Infegy, Inc., the company that generates actionable consumer insights from social data, today announced a ground-breaking update to its Social Radar platform. The Social Radar tool is frequently updated to make it faster, more efficient, and easier to use.
The platform added a feature that clients and many others in the market research industry have been asking for—a more detailed and accurate demographics page. The update allows users to access distribution information for household income, home ownership versus rental, education levels, race, household value and average household size. This adds to Social Radar’s already industry-leading data suite and allows for even richer aggregate consumer insights.
This new feature, in addition to the other advancements made this month, will continue to upgrade Social Radar and, in turn, the data it provides, keeping the platform at the cutting-edge of sophistication.
“As Social Radar has continued to advance in functionality for market research, demographic data has been in strong demand,” said Justin Graves, CEO of Infegy. “We’re excited to launch this new information to quicken delivery of deep consumer insight while simultaneously reducing cost for yet another facet of research.”
The new demographic data, available in the “Labs” section of the tool, is obtained through correlation between data sources and low-level United States census reports. As a result, the information at this time is available only for data sourced from within the United States.
Accompanying this announcement, the Social Radar platform includes multiple new features including:
Hourly and weekday filtering: Clients can now filter data by certain times of the day and days of the week through the API. This will be useful, for example, to analyze entire seasons of TV programs, but only during the days and times the show actually aired.
Age distribution: Social Radar now provides age distribution, providing even more detail on audience demographics. This data is collected both by provided information on certain networks, and by deep interpretation of text.
To learn more about Social Radar, visit www.infegy.com/social-radar
When you begin shopping around for a new car, which features are most important to you? Is it the reliability? Is it safety? What about the fancy new sunroof? Buying a new car is an investment that people don’t take lightly. They often ask friends and family to weigh in about successful purchases they’ve made. These conversations are no longer limited to in-person chats with close friends. A huge amount of this interaction has moved online through blogs, forums, social media posts, and other sites. We aim to use this social data to see what people are saying online about family cars and first cars for teens.
According to autoguide.com, the top 6 most reliable family cars are as follows:
We looked into these six cars to see which make and model generates the most buzz online. In the last year, the Nissan Altima is talked about the most overall, with more than 40,000 posts. The Volkswagen Passat follows with almost 20,000 posts. The least talked about vehicle on the list is the Mazda 5.
Family Car Volume
Conversations surrounding all six of these cars are mostly positive, meaning families are pleased overall with the vehicles they own.
In Social Radar, topic clouds show important topics that are coming up within the discussion. The more important and relevant topics will be larger, and topics are colored based on sentiment of the documents they appear within.
Something we noticed when looking into conversations around these models was the word “design.” You can see from the topic clouds below that the word “design” is mentioned positively within conversations of the Mazda 5, Mazda 6, and Nissan Maxima. When people are choosing a car to best suit their family, design plays a key factor. From this data, it is safe for us to assume that people with children are looking for spacious vehicles.
Although autoguide.com did not include any Honda vehicles on their list of most reliable family cars, the word “Honda” shows up in a good amount of conversations surrounding all of these cars. It is likely that when people consider purchasing any of the cars listed above they also look into Honda vehicles, and presumably classify Honda as a family-friendly brand.
Conversations surrounding the Mazda 5 within the past year were held mostly by women. In fact, 88% of the conversations were among women.
Mazda 5 Gender Distribution
After looking into family cars, we set out to use this social data to determine which make and model comes out on top when looking into first cars for teenagers. We started with Bankrate.com’s list of smart choices for a teen’s first car.
First, we looked at all ten cars on Bankrate’s list. Cutting it down simply by volume of posts, we then looked at the six most talked about cars:
We aimed to analyze sentiment and topics of conversation surrounding cars in the context of first cars and teenage drivers. We’re measuring whether or not people talk favorable of these models when having conversations relating to young drivers.
As you can see in the chart below, the car talked about most frequently in these discussions is the Ford Focus, followed closely by the Toyota Camry. Toyota’s Rav4 was discussed the least in conversations about good first cars for teens.
First Car Discussion VolumeOnline conversation around all six of these cars had one common theme: price. At least 20 percent of posts around each model mentioned price. So according to this online dialog, which of these six cars give teen drivers the most bang for their buck?
Forty-seven percent of chatter around the Ford Focus had to do with price, and 77 percent of those posts had positive sentiment, meaning people online seem pleased overall with the price of the Focus.
At a close second, price is mentioned in 37 percent of conversations around the Volkswagen Jetta, with 84 percent being positive.
The topic cloud below shows important topics associated with the Ford Focus. As you can see, there is much more positive sentiment then negative sentiment around the car, and the topic “teens” is specifically extracted, showing its relevance.
Ford Focus Discussion TopicsAnother important discussion happening around teenagers’ first cars is about safety. We analyzed sentiment surrounding cars in the context of safety to see which cars were being talked about positively. The Ford Focus and Toyota Camry were the top picks for safety, with 39 percent and 32 percent of dialog mentioning safety.
Social data is a great resource to get an inside look into what consumers are saying about certain brands. By using Social Radar, we can sift through the massive amount of online dialog and pick out the key phrases and topics that are associated with each make and model. Data like this is not limited to automobiles, it can be used for virtually anything as the volume of online data continues to grow.
A national debate is stirring surrounding guns - who should have them and who shouldn’t, who should control or limit them. Regardless of political affiliation, this issue is extremely controversial due to recent tragic events involving guns. Dialog surrounding the issue on the web has been divided, with millions expressing opinions. We’ve analyzed these conversations, looking for opinion and insight into the feelings being shared around gun control.
First, we’ve measured sentiment, or expressed tone, in these discussions over the past year, looking for strength of support (green) versus opposition (red).
Gun control sentiment
Following the deadly movie theater shooting in Aurora, Colorado on July 20, 2012, online discussion surrounding guns and new gun legislation rose prominently, but then quickly subdued. Similarly in December, the online chatter after a gunman killed Sandy Hook Elementary students and teachers in Newtown, Connecticut grew immensely.
As you can see in the chart below, when comparing the months of July and December, conversations surrounding gun rights, gun legislation, and gun control are significantly higher than the previous months. However, conversations surrounding gun debates after Sandy Hook still continue to be steadily present in a large amount of conversations happening online. Although we all know that Aurora was an equally devastating event, people tend to be more proactive when children are affected, ergo the immense spike and consistency in conversation surrounding gun rights and gun control after the Sandy Hook catastrophe took the lives of twenty innocent children.
Gun control dialog volume
After analyzing online conversation around gun rights and gun control, we thought it would be interesting to take a deeper look into the declared reasons Americans own firearms. These conversations fell into four main categories: protection, collecting, hunting, and target/skeet shooting. In most online dialogue, protection or self defense was mentioned most often, followed by collecting.
Reasons for gun ownership
The gun debate is just getting started. With conversations happening at all hours of the day and night, averaging several comments per second, Americans are never shy about having their voices heard. It will be interesting to see the outcome of this very controversial, yet important issue.
If you want to see how public opinion on gun rights and gun control have changed over the past 20 years, click here to read up on a Pew Research study.
The baseball season is underway, and with it comes warmer weather, loud fans, and hopefully some home runs. But what’s the one thing fans want next to them as they cheer on their team? Turns out, it’s not burgers or brats. It’s beer.
We decided to look into online conversations surrounding baseball to determine what people prefer to munch or sip during summer baseball games. We focused on beer, burgers, hot dogs, peanuts and nachos – your typical baseball treats. And just as we assumed, out of those 5 categories, beer dominates with 52% of the discussion, followed by the edible staples hot dogs and brats.
Baseball Snack Conversation Share
Hot dogs and brats come in second, with 22% of conversations surrounding baseball snacks mentioning hot dogs. But, what’s America’s condiment of choice to put on their hot dogs? Surprisingly, mustard is mentioned positively in 53% of conversations, while ketchup is only mentioned in 30%, and relish in 17%. The graph below shows a comparison of mustard, ketchup, and relish.
Hot Dog Condiments
Next, when we looked at condiment choices for hamburgers and cheeseburgers, ketchup (blue) took the lead with 39%, followed by mustard (red) with 34%, and mayonnaise (green) bringing up the rear with 27%.
Hamburger Condiments
Although only 8% of the conversation in our search mentioned peanuts, we were surprised to find that the passion levels behind people writing about the salty snacks were through the roof compared to relatively low levels of passion for the other 4 categories.
Passion, a feature of Social Radar, is a computed score judging how passionate references to the query, in this case peanuts, tend to be. For example, when people are talking about peanuts they are using more expressive language. People talking about peanuts are saying things similar to “My absolute favorite part about going to baseball games is eating peanuts. I love them!” as opposed to “I got a bag of peanuts at the Cardinals game last night. They were good.”
Passion for Peanuts
So, with that, go grab your sunglasses, seat cushions, and a nice cold beer. Don’t forget the peanuts. It’s baseball season, folks!
Alert! Magazine, from the Marketing Research Association, has published an article titled Deriving Insight From The Dialog Of Millions, which looks at the use of social data to power modern market research, authored by our very own Danielle Pederson. Check it out here:
Alert! Magazine - Deriving Insight From The Dialog Of MillionsToday BlackBerry (formerly known as Research in Motion - RIM) revealed the finished BlackBerry 10 operating system, their newest development to revamp and update their mobile handsets. In addition, the company showed off two new devices: The Z10, a full touchscreen device, and the Q10, a device with both a touchscreen and a physical QWERTY keyboard. How were these announcements received?
First, let’s look at reception to the announcements in general. We’ve picked up nearly 1.5 million postings so far today, 612% higher than their trailing 30-day average volume, discussing the new BlackBerry products, so there is clearly strong interest here. That said, not all press is good press, so how was sentiment?
BlackBerry 10 Sentiment
So far, reception looks very positive. 81% of sentimental comments have been positive about the new devices, which is a significant improvement over the 63% positivity the brand had a year ago.
Demographically, interest in BB10 is skewed strongly male, with only 24% of the conversation originating from females. This isn’t terribly surprising for the launch of a new gadget, however it is a bit disappointing in contrast to BlackBerry’s largest competitor, Apple, whom had a stronger 34% female presence with the discussion of the iPhone 5 launch in September.
BlackBerry 10 Gender Distribution
Looking globally, most of the discussion about the new devices is coming from the US. That said, there is strong interest from BlackBerry’s home country of Canada, the United Kingdom and India. India is a key market for BlackBerry, as they’ve seen success there in the past, with still-strong market share, and are making a sales push with these new devices.
BlackBerry 10 Country Map
Of the two devices revealed today, the Z10 and Q10, which is garnering more attention?
BB10 Device Volume
The Z10 is clearly driving more interest. In discussions of the announcement, this large touchscreen device is mentioned in 13.0% of dialog, compared to the Q10 QWERTY keyboard device at just 6.8%, just a bit over half the volume of the Z10. This was a bit surprising, as the physical keyboard is a well-known BlackBerry trait.
Next let’s look at which competitors are discussed most when talking about these announcements.
BB10 Competitive Analysis
Apple and their iPhone is the most discussed competitor. The most well-known smartphone is mentioned in 8.8% of conversations around these announcements, which is close to 30% more than the Q10 device announced! That is pretty remarkable for Apple, and likely disappointing for BlackBerry. Google’s Android platform is second, mentioned in 6.3%, with Microsoft’s Windows Phone in third at 2.8% .
The chart below really says it all. This shows the top 6 most discussed devices in these conversations, showing how strong the iPhone fares compared to BlackBerry’s own devices in discussions about this launch event.
BB10 Device Comparison
In closing, it looks like BlackBerry 10 is a much-needed advance for the BlackBerry platform. It is important to note the devices are not yet in customers’ hands (although some reviews are trickling out, such as The Verge's review of the Z10 device), but just based on reception of the launch event, things are looking better for BlackBerry. BlackBerry has fallen into quite a hole with US market share, though, so it will take more than a well-received launch event to keep them relevant. It will be interesting to see how this progresses over 2013.
Jack Neff at AdvertisingAge has written a piece on Wal-Mart’s latest PR efforts, using Social Radar data to analyze the impact to Wal-Mart’s perception in contrast to several stories impacting the brand over 2012. Check it out here:
http://adage.com/article/news/walmart-nabs-good-pr-vet-hiring-buy-american-push/239207/The Consumer Electronics Show took place last week in Las Vegas. This annual event is a major show for electronics companies to reveal new products, open up new industries and generally excite us consumers for the coming year.
Upon analyzing dialog around the show, something that was quickly apparent this year was the show seemed to draw less attention than years prior. We used Social Radar’s historical dataset and trending normalization to validate this hypothesis:
CES Historical Conversation Volume
We see that the 2013 show generated less than two-thirds the volume of the shows in 2010 and 2011. As we went deeper, there is some reason why. This year’s show held little in the way of major new product launches or surprise announcements.
So what was discussed most? There were a few major themes of this year’s show, including 4K “Ultra HD” televisions, mobile devices and wearable computing, among others. We analyzed some of these broad categories within dialog about CES to see what garnered the most attention:
CES Industry Conversation Volume (Click to Enlarge)
As we can see, mobile dominated the attention at CES 2013. Smartphones and tablets were everywhere, along with devices to interact with them. Qualcomm, a major mobile processor manufacturer, held the keynote. Mobile was the story of the week.
However, coming up in second, we see traditional PCs running Windows. Windows 8 has provided PC builders with an opportunity for unique designs that support both tablet-like touch input along with more traditional computer interactions. To this end, makers like Dell, Lenovo and HP have announced convertible devices, Windows tablets and some very crazy designs to go after this new market.
Which company got the most attention from consumers? Was it Sony, who certainly tried to get a lot of attention? Or perhaps Samsung, the largest consumer electronics company in the world, who plays in just about every space at this show?
CES Company Conversation Volume (Click to Enlarge)
The surprising answer is Google, who was not even officially at the show. Why? Google’s Android open mobile operating system powered a phenomenal number of devices shown at CES, keeping the search giant top-of-mind, even if not officially present.
In second, we see Apple, another surprise non-attendee. This is explained by Apple’s dominance in mobile. Numerous accessories, services and add-on products for Apple’s devices were being shown. Additionally, the iPhone has huge mindshare in the mobile phone space, helping it to permeate conversation throughout the industry. For example, Sony announced the Xperia Z, a new smartphone, at CES this year, and the iPhone was mentioned in a whopping 20% of conversations discussing the Sony device.
The company actually at the show to gain the most conversation was Samsung, as expected. They had an absolutely massive display, showcasing devices from numerous industries. Qualcomm, the keynote speakers, came in 6th.
So, overall, how did people like the show this year, despite its lower-than-average interest? Well, sentiment was overall quite positive, showing good feedback overall.
CES 2013 Sentiment
We also measured Passion, showing consumer passion and intensity of excitement when discussing CES, and found CES scored well here as well.
CES 2013 Passion Score
So it seems that while the show may have generated less volume this year, those interested still seemed to have a good reaction. On to 2014!
CNN and others have published news 16 hours ago saying they believe President Obama will nominate Senator John Kerry for Secretary of State. Prior to the September 11th attack on the US Embassy in Benghazi, Libya, it was believed Susan Rice, the US Ambassador to the UN, would be the nominee. However, those attacks had a strong negative impact on perception around Susan Rice, leading to the search for a new front- runner.
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Here we see the impact the attack in Libya had on Rice. Sentiment around her spiked to nearly 70% negative in the weeks following the attack. While perception recovered slightly in the months following, its clear the impact was quite poor. She announced her withdrawal from consideration on December 13.
So, how does John Kerry fair?
Click to Enlarge
Well, so far it’s not looking good. Analyzing dialog specific to Kerry’s potential nomination to the post, sentiment is mostly split, leaning negative at 52%. Looking a bit deeper, however, we see that 84% of the posts discussing this are non-sentimental, simply stating the rumored nomination with no commentary from the authors. Given this is an early rumor started on a weekend, that is not too surprising.
What if we analyze only those discussing expectations around Kerry as Secretary of State? Well, in this case, he fairs better. While these comments make up just 9% of the conversation, sentiment looks more to Kerry’s favor at 75% positive.
So what about Hillary? As a last piece of analysis, let’s use Social Radar’s huge historical archives to look at perception around Hillary Clinton as the US Secretary of State since her assuming that office on January 21, 2009.
Click to Enlarge
Overall, perception around Clinton as Secretary of State has been largely positive, averaging 62% positive since her first day on the job. So it is safe to say whomever takes the position next, they have a bit of a tough act to follow on the favorability front.
In the United States, debates are raging over the coming “fiscal cliff”, an increase in taxes and cuts to spending that will trigger at the New Year if no alternative is put in place prior. Our two major parties are heavily split on how to resolve this issue, with Republicans tending to push for strong spending cuts with no change to tax rates, and Democrats pushing for increasing revenue (tax rate increases) with less focus on spending cuts. What do the people support?
First, let’s look at how much discussion there is around this subject. Volume picked up dramatically just after the US election, and has stayed a major subject of conversation since. We see the commentary tends to drop strongly on weekends, as is typical of stories driven by government or corporate news.
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Certainly this is a major topic of discussion. Interestingly, the conversation is being controlled largely by men, with a bias of 64% male to 36% female. We also see a larger focus from traditionally conservative states, outside of Washington D.C., which has a large lead in focus.
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As mentioned earlier, most want a resolution to this issue, and two major proposals are on the table: Spending Cuts and Tax Increases. Which is more popular with the people? We’ll first look at which is more often discussed within these conversations.
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Spending cuts are discussed just a bit more, but this is very close, as expected. Let’s take that deeper, looking at support between these two issues. Are the people more in support of cutting spending or raising taxes?
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While still close, we see a couple of interesting points here. Firstly, tax increases are more favorable by the general populous. We were a bit surprised by this, considering the demographics of the conversation. Beyond that, however, we also see that neither of these have broad support. The people don’t want to pay more taxes, but they also don’t want aggressive cuts to government programs. Still, something must be done, and from this analysis, tax increases seem to be more favorable.
One last thing: Social Radar has a powerful feature called Headlines, which is able to analyze dialog and extract key points of conversation around an issue, and reconstruct easy to understand sentences. We ran Headlines on this data, and found an interesting result. The top two headlines are:
The most common points of discussion are questions around these issues and what their impact may be. There is clearly some confusion and lack of understanding here. We had expected top points to be promoters of either side, rather than those seeking information. An interesting result indeed.
There is much potential here to dive much deeper into this conversation, analyzing dialog around specific cuts or revenue streams. If you’re a Social Radar user, we welcome you to go deep and see what you learn!
Today we launched our new weekly Top 50 Social Brands interactive report! A reboot of our popular prior piece, now with shiny interactive graphs, much more information and in-depth reports on each brand on the list. Check it out by clicking the link below!
General Population Sentiment Analysis
General Population Discussion Topics
Healthy Eaters Sentiment Analysis
Healthy Eaters Discussion Topics
Top 50 Brand Detail
The Top 50 List