8/2/2019 Trufflenet consumer insights for Innocent
1/1
People like Innocent Smoothies, and love Richard Reed
1. Largest prompts of conversation
RichardReed
n = 477 n = 866
Big Knit
Charity Event
Successful
Business Model
3. Products most talked aboutSmoothies Veg Pots Juicy Drinks
2. Sentiment of opinions and comments
LikeLove Balanced Dislike
4. Location of conversation participantsLondon Manchester Leeds
Nottingham Student JournalismWritingMusic
11% 37% 41% 10%
8%
THE DIGITAL INTELLIGENCE SERVICE
Lower Volume,
Higher Cost
16% 10%
Bought By
Coca Cola
Too
Expensive
3%
Smoothie
Recipe Book
4%
Hate
2%
2%
5%5% 3%5%58%
30% 5%64% 19% 13%
Fruit Tubes
3%
5. Bio interests of twitter chatters
3% 8%
Twitter
The search for this analysis ran over a time period which
included Richard Reed's appearance on the finale of The Apprentice,
largely explaining the interest
in him personally. There were a further eleven categories,
accounting for the remaining 17% not represented above, including a
near 3% of conversations
focused on the design of Innocent product packaging. On the
whole, people spoke positively about the business and its products,
however customers
were negatively focused on product pricing and the sale of the
brand to Coca Cola.
n = 254 n = 293
Smoothies were far and away the product most talked about; it is
thought that the
term 'smoothie' is so synonymous with the brand that customers
may in fact be talking
about other products yet referring to them as smoothies.
Smoothies for kids accounted
for the remaining 1% of results not represented above.
London is frequently the focus of UK-centred conversations,
however in this instance
there is also a strong concentration of conversations generated
in the north of England.
The overall spread of conversation is nonetheless quite large
with a further 60% of
results (not represented above), being generated from UK towns
and cities with
between one and three conversation participa nts.
Methodology:
n = 270
A total of 21 categories were derived from the search results.
Categories not identified
above that achieved solid results included photography, media
and fashion - painting a
picture of a cultured, well informed and educated archetypal
Innocent customer.
The search used to form this analysis ran between 18 July and 19
July 2011,and
produced 586 results; 390 of which were relevant to this study.
A 'result' refers to
the raw material our system generates when it scours the
Internet. 'Data' refers to a
refined result - a result that has been considered,and topics
and values applied to
produce a piece of data. The 390 relevant results used in this
analysis produced
755 pieces of data,a ratio of 1.94 pieces of data per relevant
result. It should be
noted that data is not linear,and not every result provides data
to every topic.
The 'n' value (n = X) indicates the volume of data used in
answering each topic.
The vast majority of positive sentiment was focused on Richard
Reed, in equal measure for his business acumen
and his appearance. Negative sentiment focused largely on
product cost and the perceived 'sell out' of the brand
to Coca Cola. The majority of the conversations were factual
(ie. "I had an Innocent smoothie with my lunch..."),
suggesting anecdotally that an individual likes the drink;
however Trufflenet's policy is to not apply a value unless it
is clear and unambiguous, thus factual statements are reflected
in the 'balanced' section above.
"I need to buy a lot more
Innocent smoothies.
Smoothie guy is cute and
has good skin #apprentice"
@vanessamotion @merm80
The Making Spot
"This one of the many little hats
that I have been knitting for my
new years resultion - knit a hat
a week for Innocent's Help the
Aged winter campaign."
"@charltonbrooker the
innocent smoothie guy
who sold out to the
coca cola scumbags!!"
