8/2/2019 Trufflenet consumer insights for Muller

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Ever popular with dieters, Muller has a broad appeal but can be a mess to eat

1. Prompts of conversation about Muller

Dieting

n = 425 n = 583

Taste Promotions

3. Products most discussed

RiceLight Comer

2. Sentiment of opinions and comments

LikeLove Neutral Dislike

4. Locations of conversation participants

London Manchester Southampton Glasgow Sport PetsPhotographyMusic

18.2% 28.3% 48.8% 3.4%

8.1%

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Adverts

19.8% 14%

Used inrecipe

Eaten asa snack

1.9%2.8%

Hate

1.4%

3.2%

5.9%26.8%

Messy

2.6%4.9%37.9%

27.8% 11.9%18.9%64.8% 15.3%

Amore

0.8%

5. Twitter bio interests

4.8%

For the most part, discussions around Muller consisted of dieters listing items from their daily food regime and, in particular, foods suitable for the

protein based Dukan diet were frequently mentioned. Discussions on how Muller products taste were also highly prevalent with most comments

describing them in a favourable light. References to past advertising campaigns, going as far back as 1992, suggest that Mullers television adverts

have had lasting impact and appeal. The only discussion category which contained an abundance of negative sentiment was about how Muller prod-

uctsawkward packaging can make eating yoghurt a messy experience.

n = 472 n = 126

Consistent with the heavy focus on dieting as a conversation prompt, just over half

of all mentions of Muller products were about the Muller Light range. Muller Amore

was found to have a very low prole while Vitality and Little Stars yielded extremely

low numbers of results. Considering the high level of discussion of Light, Rice and

Corner, there is clear opportunity to raise the prole of the three lesser known

products.

With its generally more e-connected inhabitants, Londons share of people who

stated their locations on Twitter was over a quarter. After these top four, all major UK

towns and cities feature in the data as well as a large spread of rural locations.

Methodology:

n = 86

The three most frequently occurring Twitter bio interests of people discussing

Muller products are consistent with the most commonly occurring interests of

Twitter users across a range of areas. The high occurrence of petsas an interest

could signify that Muller products are popular with families and people who lead

active lifestyles. After these four, the search yielded a wide variety of interests and

hobbies including video games, science, reading, writing and dance. The number

of interests concerning dieting was unusually high - in line with the overall trend

towards the subject throughout the data.

The search used to form this analysis ran between 18 July and 21 July 2011, focused

on global english language content and produced 7,575 results, 583 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 583 relevant results

used in this analysis produced 1,692 pieces of data, a ratio of 2.9 pieces of data per

relevant result. It should be noted that data is not linear, and not ever y result provides

data to every topic. The 'n' value (n = X) indicates the volume of data used in answer-

ing each topic.

Nearly half of all search results were of balanced or neutral sentiment. This can be explained by the large

number of dieting related conversations. In these discussions products (mostly Muller Light) were listed in a

dieting plan with no comment as to whether they were eective or ineective weight loss foods. Very few

people had negative things to say about Muller products but of the 1.4% of searches which contained hateful

sentiment, most were directed at Muller Rice.

"I wonder if its

possible to open a muller

light yoghurt without it

exploding everywhere. Has

anyone ever done it?!"

@Johnny Peckham @Michael Hogan @Caroline Dobbin

"@clairehayhurst Warm Muller

Rice is one of the best things in

the world- my only reason for

being sad that we don't have a

microwave!"

"@AlexRiley91 hahaha. Poor

me I have just came back from

the gym, and my diet is start-

ing today, sat here eating a

muller light #jel xx"

7%

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