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Wake up happyConsumer habits and what we can learn from them
EDWARD CROOK / BRANDWATCH RESEARCH SERVICES
BRANDWATCH.COM
What we’ll cover
Insights from the Brandwatch Research team. All analysis conducted using Brandwatch Analytics.
• Scheduling content and understanding your audience
• Going beyond sentiment analysis
• Mapping attributes in your industry
Waking up
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When are we waking up?
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• US tweets around waking up
(first person, present tense).
• Time zones taken into
account.
• Mon-Fri: first peak at 7am.
• Sat-Sun: peaks at 9-10am.
• Net sentiment lowest before
7am.
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
Me
nti
on
Fre
qu
en
cy (
%)
Time (minutes)
60 per. Mov. Avg. (Negative)
60 per. Mov. Avg. (Neutral)
60 per. Mov. Avg. (Positive)
How do we feel?
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-1.7
0.2
-10
-5
0
5
10
Male Female
% C
AT
EG
OR
IZE
D M
EN
TIO
NS
AUTHOR GENDER
WAKING UP SENTIMENT BY AUTHOR GENDER
Positive Negative Net Sentiment
-10
-5
0
5
10
Sale
s/M
ark
eting/P
R
Tea
ch
er
& L
ectu
rer
Journ
alis
t
Softw
are
de
ve
loper
& IT
Sport
pers
ons &
Tra
ine
r
Art
ist
Exe
cu
tive
Stu
de
nt
Le
gal
He
alth p
ractitio
ner
Scie
ntist &
Resea
rche
r
Polit
icia
n
% C
AT
EG
OR
IZE
D M
EN
TIO
NS
AUTHOR GENDER
WAKING UP SENTIMENT BY AUTHOR PROFESSION
Positive Negative Net Sentiment
• Female authors are more upbeat in the mornings.
• Politicians, scientists and researchers are the most pessimistic around waking up.
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So what / now what?
• Scheduling: Brandwatch Analytics to track online
discussion (Twitter and beyond) over an average
day/week. When should your social care team be
online? Is your team aligned with customer
demand?
• Content: how do your customers feel and how
does this change over time? Which tone will best
resonate with your audience at various points
during the day?
Author experience
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When I wake up…
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Negative
Neutral
Positive
Automated sentiment is
not always useful
When I wake up…
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Negative
Neutral
Positive
Do / have
Want
Feel
Do / have
Want
Feel
Do / have
Want
Feel
When I wake up…
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Negative
Neutral
Positive
Do / have
Want
Feel
Do / have
Want
Feel
Do / have
Want
Feel
When I wake up…
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NeutralManually Coded
Random Sample
When I wake up…
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Shopping Neutral
“ Get dressed, have
breakfast and then get to
go shopping :D. ”
FORUM
“ When I wake up I have to
rush to h&m in the morning
to buy a T-shirt because
I’m that disorganized…”
When I wake up…
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Wellbeing Neutral
BLOG
“ I take the medication with
aloe water before bed and
I am starting to feel better
in the mornings…”
FORUM
“ The pain kicks in and I
need more encouragement
to start my morning
routine. ”
When I wake up…
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Hunger Neutral
“ I’m going to make the
world’s best pancakes! ”
“ Why does no one do
breakfast delivery in my
area? ”
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So what / now what?
• Beyond sentiment: consider category options
beyond positive/neutral/negative. Random
samples can provide more granular consumer
insight.
• Semi-structured: rather than a purely top-down
approach, allow some topics/categories to
emerge organically from the data.
What’s for
Breakfast?
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Who’s having what?
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• Baked goods, meats and eggs the most mentioned products.
• Eggs and meats the most male-skewed products. Fruits and yogurts have the largest
female skew.
(2,679,519 mentions, Jan 2014 – April 2016, gender calculated for full data set based on Twitter gender ratios).
0
10
20
30
40
50
Baked goods Meats Eggs Cereals Fruits Yogurts No Breakfast Shakes
% T
OT
AL B
RE
AK
FA
ST
NA
RR
AT
IVE
S
BREAKFAST FOODS
BREAKFAST FOOD DISCUSSION VOLUMES
Male
Female
Breakfast set up
BRANDWATCH.COMHEAVY
LIGHT
UN
HE
ALT
HY H
EA
LT
HY
MEAGER
HEARTYINDULGENT
CONTROLLE
D
• Query to capture all first
person breakfast
narratives in the US, back
to 2014.
• Rules and categories for
common food types and
attitude dichotomies.
• Data exports ‘normalized’
(0,0 in grid represents the
mean average).
Breakfast attitudes 2014-2015
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Baked Goods
Meats
Eggs
Cereals
Fruits
Yogurts
No Breakfast
April 2014 – March 2015
HEAVY
LIGHT
UN
HE
ALT
HY H
EA
LT
HY
“ Just had a massive
breakfast. Eggs, bacon,
toast, coffee, jam. I’m going
to be massive… ”
“ Favorite to-go breakfast:
Smoked haddock fillet with
2 poached or boiled eggs
and spinach, and half a
grapefruit. ”
Forum
(1,620,593 mentions, April 2014 – March 2015)
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Baked GoodsMeats
EggsCereals
Fruits
Yogurts
No Breakfast
April 2015 – March 2016
Breakfast attitudes 2015-2016
HEAVY
LIGHT
UN
HE
ALT
HY H
EA
LT
HY
• Baked goods considered
more indulgent but still
popular.
• Cereals considered less
healthy and less of a
talking point.
• Yogurt more strongly
differentiated as a light
option.
(1,648,904 mentions, April 2015 – March 2016)
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So what / now what?
• Categories: map brands or products
dichotomies. Understand where you sit relative
to competitors.
• Opportunities: spot potential gaps in the
market.
• Detractors: locate rejecters (“no breakfast”)
and assess whether/how they might be
converted.
• Trends: map categories over time to
understand how attitudes evolve and anticipate
future trends.
Email [email protected]
Office (001) 347 586 5158
Twitter @ed_crook
Edward CrookBrandwatch Research Services
BRANDWATCH.COM
