8/2/2019 Boots No 7 insights prepared by Trufflenet

1/1

Internet users are highly involved in discussingand reviewing Boots No. 7 products

1. Prompts of Conversation about Boots No. 7

Recommendation

n = 355 n = 484

Sharing

techniques Photo sharing

3. Products most discussed

Hot Pink40 Nail Polish

Vivid Violet68 Nail Polish

Protect & PerfectIntense BeautySerum

2. Sentiment towards Boots No.7

LikeLove Balanced Dislike

4. Locations of Twitter users

London Manchester Middlesbrough Bournemouth Fashion ReadingCookingBeauty

20% 29% 47% 3%

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Promotions

52% 22%

Price

Older makeup

wearers

3.7%

Advert

4.8%

Hate

1%13.8%15.8% 1.1%11%48.5%

6%6.4% 2.7% 1.9%

Night Cream

1.6%

5. Bio interests of Twitter users

6% 4%

The clear theme of the top three discussion categories is one of people advising each other both before and after buying Boots No. 7 products. With nearly

half of all discussions centering on individuals recommending or dissuading each other from using No. 7, this category is by far the most prevalent. This shows

that consumers of No. 7 actively seek o ut advice about their cosmetics purchases from each other and there are plenty of internet users ready to respond.

A sizable portion of conversationalists share No. 7 make-up application techniques and Youtube proved a popular forum for such exchange.

n = 375 n = 33

The search identied over two hundred No. 7 products mentioned in conversations. This

large number is good news for No. 7 as it stands as testament to both the scale and diver-

sity of the brands presence online. The likely reason for the two most frequently discussed

products both being nail varnishes is that photo and video sharing made u p over a quar-

ter of all search results. These media are popular with people displaying the results ofmore visual products such as nail polish, therefore, there is much scope for No. 7 to

increase its prole in this important area of online activity.

London is one of the most fashionable cities in the world and home to nearly half of all UK

Twitter users who posted their location. Aside from Manchester and Bristol, other major

cities were surprisingly absent from the range of locations.

n = 27

Not surprisingly, style and aesthetics orientated pursuits top the list of bio interests

declared by Twitter users. The presumption that the vast majority of commentators on

No. 7 are female could explain why traditionally male pastimes such as sport and video

games feature only at the end of the list. After cooking and reading, other hobbies and

interests stated included hairstyling, photography and lms.

Amongst the few posts which had anything bad to say about No.7, there was no dominant theme or focus on any

particular product. Most negative posts were concerned with the eectiveness of products but a couple attacked the

No. 7 brand itself as being of inferior status to other l abels (see comment below). Nearly half of all searches were

balanced or gave no sentiment a gure bolstered by the high number of photos being shared which oered no

comment other than the image itself.

@M @AngelaW @ Ruth

42% 3% 11%

Methodology:

The search used to form this analysis ran from 18 July to 21 July

2011, focused on global english language content and produced

26,356 results, 484 of which were relevant. A 'result' refers to the

raw material our system generates when it scours the Internet. A'relevant result' is a result that is deemed relevant to the subject of

the analysis. 'Data' refers to a rened relevant result - a result that

has been considered, and topics and values applied to produce a

piece of data. The 484 relevant results used in this analysis pro-

duced 1,274 pieces of data, a ratio of 2.63 pieces of data perrelevant result. It should be noted that data is not linear, and not

every result provides data to every topic. The 'n' value (n = X) indi-

cates the volume of data used in answering each topic.

"Boots No.7 Extreme Length.

It's by far the best mascara I

have ever used. I will never

stray from it. Give it a

shot!"

"I recently bought Boots No.7

mousse foundation but it is making my

skin worse. Any reccomendations on anaordable light oil-free foundation with

eective coverage? Also, I am allergic to

Sodium Benzoate a preservative

used in foods ..."

"If I'm being honest, the

main problem is that they're a Boots No

7 product! I'm not a snob but I do usually

buy more expensive and/or covetable

brands than this. But I will denitely stop

being silly about brands and

repurchase these, "

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