case study: social media analysis of brand perception

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Our Client’s Goals Collective Intellect (CI) was commissioned to assist a Consumer Packaged Goods (CPG) client, which sells breakfast food products, to explore and manage their online audience data to reveal how customers use and view their brand and products.

Results Collective Intellect quickly identified an interesting trend in which consumers were combining their client’s product with Greek yogurt in order to make the yogurt more interesting and taste better. Some authors mentioned the health benefits of both products

and shared their ideas with others on popular message boards such as Weight Watchers and Babycenter.

Insights into social media conversations provided our client with examples of “new uses” for their brand. This type of analysis, often called white space analysis, can provide brands with additional, previously unknown intelligence on how consumers use a company’s products in both traditional and non-‐

Project Highlights

Goal – Explore and manage online audience data for insights into the consumer’s view of the brand and perform open-‐ended analysis.

Results – Identified a new trend revealing unexpected product uses.


traditional ways. This information can be shared across an organization to support new brand messaging, packaging, partnerships or products.

How CI Approached the Project Working with our client, CI first determined where along the social media maturity curve the client organization was located. Together, we concluded that their initial business goals could be met by applying the Social Research methodology and tools.

Utilizing a multi-‐dimensional analysis that blends qualitative and quantitative research, CI was able to give our client a robust and accurate understanding of the consumer behavior landscape both from a brand and product perspective.

Once we had configured the analysis to be repeatable and consistent over time,

our next step was to integrate this data into an automated dashboard. Working with our client, we felt it was critical to incorporate social data into an existing metric framework to create a more comprehensive view of key business indicators (KPIs).


Suggested Next Steps As businesses move along the social media maturity curve, their understanding and integration of social media data evolves. Companies at the Social Research phase are not only actively engaged with their customers but are beginning to include customer input to help drive product development and strategic partnerships.

Social data provides relevant customer insights that can help extend traditional CRM systems with online profile or author information. We recommended to this client that they now begin to fully integrate social media data for augmentation within a CRM application to further refine and extend their understanding of their customer’s preferences and intentions. Social CRM can create a more inclusive customer data picture, marrying online and offline profile details, to create more effective and tailored social targeting. Simply put, you can communicate the right message, from the right employee, to the right prospect, at the right place and time to achieve a desired consumer response and thus ROI.

Our Semantic Methodology Collective Intellect uses semantic technology based on Latent Semantic Analysis (LSA) to expose latent contextual-‐meaning within a large body of text. Sophisticated language processing is the critical foundation for successful social media analysis. Accurate insights of consumer conversations that are repeatable, scalable and consistent can only be achieved using technology that is able to categorize enormous volumes of social media conversations for customer preferences, intent, demographics, even sentiment.


CI Services & Tools Used on Project CI Insight - provides multi-‐dimensional analysis, blended qualitative and quantitative analysis, demographics and psychographics analysis, in an integrated consumer conversation analytical hub.

CI Learn - supports clients with a wide array of full service, customized social media research deliverables that uncover valuable insights into consumers’ unprompted and unbiased thoughts, opinions, considerations and preferences that they express in social media conversations.

CI View – offers a management dashboard which highlights key performance indicators, and tracks how effective the client/agency are at influencing customer behavior and attitudes through marketing, sales and customer support activities. It is a customizable data viewer, displaying continuously updated and fully analyzed social media conversations.

case study: social media analysis of brand perception

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