Contextualizing Social Conversations Delivers Deeper Understanding Of Customers Preferences
With over 70% of Americans partaking in some form of social media, including Twitter, Facebook, or blogs, there is a wealth of data information that can be found online. Using Crimson Hexagon’s ForSightTM platform, this data can be informative for you and your company in terms of analyzing the success of previous campaigns, products, and digital media content and to determine what will be prosperous in the future. For Consumer Packaged Goods (CPG) companies, especially those in the food and beverage industry, this data can be particularly strategic. Because consumer trends are volatile and consumers face so many choices, it is imperative to not only to make sure that a majority of consumers recognize and purchase your products, but also that you are reaching your target consumer.
To cast a wide net and reach the maximum number of consumers, you must understand what they are saying about your product as well as competitors’ products. This requires a deeper investigation to determine the demographics and interests of consumers talking about your product. We determined the most popular topics of conversation as well as the demographics and interests of consumers discussing four kinds of sweeteners: sugar, high fructose corn syrup (HFCS), artificial sweeteners, and stevia.
The most popular topics surrounding stevia include ‘natural,’ ‘pure,’ and ‘healthy.’ These words have a positive association, unlike those associated with artificial sugars, such as ‘cancer,’ ‘processed,’ and ‘chemicals.’ After closely examining the drivers of stevia’s sentiment, we found that the negative sentiment (-11%) is driven by bad taste, while the positive sentiment (+41%), almost three times the volume, is driven by health. This is an indication of consumers’ food preferences moving towards, or at least taking seriously, health and nutrition.
As shown above, the gender split for real sugar, HFCS, and artificial sugar are essentially equal, with a 45%-55% split for all three sweeteners. The gender split for stevia, on the other hand, is heavily female-skewed, with a 65%-35% split. This poses the possibility for an interesting marketing model for products containing stevia; perhaps a female-oriented marketing campaign such as the #LikeAGirl campaign would be successful.
When comparing stevia and artificial sugar to one another, we found that affinities relating to being a mother (parenting, coupons, deals), are more closely affiliated with people talking about stevia. This also poses an interesting opportunity for marketing stevia products to financially and health-minded moms.