Editor’s Note: We thank Roberta Dombrowski, Product Analyst at Crimson Hexagon, for contributing research and analysis to this study.
Beats and Bose are two of the most prominent personal sound system brands in the world. They take different approaches to reaching their customers: the first pursuing high-profile endorsements and the latter through premium brand reputation. These efforts have helped to create enthusiastic fans of each brand. Yet, without strong products these brands would not garner the customer loyalty they are known for.
Using the Crimson Hexagon AI-Powered Consumer Insights Platform we analyzed consumer reactions to Bose and Beats products on Twitter.
Conversations about Beats by Dre’s products were partially driven by the discussion on Beats Pill product. The Pill is a portable personal speaker that operates using Bluetooth technology. Miley Cyrus and Nicki Minaj have endorsed the product, and the commercials have been buzz worthy in their own right. Even so, the quality of the sound and the ease of use was a major factor driving online conversation.
For years, Bose surround sound systems have been top contenders in the market for their sound quality and reliability. Much like Beats Pill, Bose sought to join the Bluetooth wave with the launch of Sound Link system. The Sound Link Bose Sound System drove a high volume of conversation surrounding Bose products
Another product driving Bose conversation is their noise cancelling headphones. Bose headphones are popular in their own right but the noise cancelling feature was a popular topic for users to discuss online. These products garnered a lot of positive sentiment from users. Many praised their ability to tune out the environment around them but also admired the look of the headphones themselves.
As much as these brands’ products are beloved by loyal customers not all of the conversation about their products is positive. Many users take to social media to air their grievances about product issues. Tech issues motivated most of the negative sentiment expressed on Twitter about both brands’ products. Bose tech issues made up 33% of the product conversation, while Beats tech issues only accounted for 21% of conversation.
Whether users are discussing their love of the sound quality or complaining about high prices, both these brands drive strong conversation online. Using ForSight to analyze the product conversation, brands can find out shoppers’ opinions straight from consumers. Consumers’ organic insights are extremely useful for product and marketing planning, and have never been more accessible.
To learn more about measuring consumer response to brand marketing strategy via social media, check out our free guide: The Fundamentals of Social Media Analytics