Three ways the Internet can help gather consumer insight

The Internet is a promising source of consumer insight. Data can be collected in real time; we do not need to interrupt consumers with our pesky phone calls or street surveys; and we may even be able to get access to certain segments of the population not reachable via traditional surveys. Here are three ways … Continue reading Three ways the Internet can help gather consumer insight

Early results suggest that UK residents would trust and use NHS contact tracing app

At the time of writing, the UK Government is testing a contact tracing app. Contact tracing apps are seen as key in enabling an easing of lockdown measures, but are effective only if a majority of citizens use it. And that, in turn, could vary with the app’s features.   A team of researchers at … Continue reading Early results suggest that UK residents would trust and use NHS contact tracing app

Sentiment analysis of baseball stadium reviews

I was cleaning my inbox over the Christmas break, and saw a 2017 message from someone working at company called reviewtrackers. He wanted to draw my attention to some interesting work that he had done at the company, analysing 130,000 online reviews of major league baseball stadiums (since the message, he seems to have left … Continue reading Sentiment analysis of baseball stadium reviews

Starbucks is dealing with its social media crisis one tweet at a time

In the aftermath of the incident where two black men were accused of trespassing and arrested, Starbucks announced that it would close 8,000 of its US-based stores for race-sensitivity training.   Unsurprisingly, some members of the public took to Twitter to comment on this decision. For instance:   Less predictably, perhaps, Starbucks engaged with the … Continue reading Starbucks is dealing with its social media crisis one tweet at a time

Three advantages of Twitter’s extended characters limit

After trialling it out with a handful of users, Twitter has increased the maximum length of tweets from 140 characters to 280, for all users.     Some people expressed concern over how the additional capacity will be used by the trolls and harassers that litter the platform. Others have talked about the creative challenge … Continue reading Three advantages of Twitter’s extended characters limit

Emotion analysis for real time interactions

Emotions influence how we interpret situations, what we do, and even how we remember them. Thus, emotions are a very important driver of how consumers behave and why. Because of this importance, there has been a growth in the number of products that promise to scan online conversations (e.g., in social networks, or on product … Continue reading Emotion analysis for real time interactions

Three things you need to know, if you are using Twitter to study consumer emotions

With 313m monthly active users around the world, of which 82% access Twitter via their mobile handsets, Twitter is likely to be a great source of insight into what customers are doing, paying attention to, or talking about. As Pratik Thakar, Coca-Cola’s head of creative content for Asia-Pacific, said, it is like a big focus … Continue reading Three things you need to know, if you are using Twitter to study consumer emotions

On irony and sentiment analysis: Samsung Galaxy is A-OK

Samsung is living a marketing nightmare with its Galaxy Note 7 phone. After several reports of the phone overheating and catching fire, the company had to issue a global recall. And, as if that was not enough, the phone’s replacements have reportedly been catching fire, too. So much so, that the company has, now, stopped … Continue reading On irony and sentiment analysis: Samsung Galaxy is A-OK

Using emojis in marketing can backfire

According to a study conducted by Professor Vyv Evans for Talk Talk, 80% of UK people use emojis to communicate, with 40% saying that they had sent messages using only the famous icons. Emoji, the study claims, is the ‘fastest growing new language’.   Unsurprisingly, some brands have embraced the emoji trend, and started using … Continue reading Using emojis in marketing can backfire

Consumers are talking about you, but what do they really mean?

Dr. Robin Croft, a fellow academic and much valued commentator here on the blog, drew my attention to an ethnographic study that he carried out with two other colleagues [1], on how different genders talk about products, services and brands. Croft and his colleagues observed informal conversations between various groups of people. Each group had … Continue reading Consumers are talking about you, but what do they really mean?