Brief:
Our client wanted to identify the key health issues and concerns emerging around the soft drinks market and measure how closely the client’s brand was associated with these.
Our approach:
We captured all social conversation around all brands and the category and applied advanced NLP analysis to identify the main themes emanating from the data.
Key findings & business impact
- We identified emerging issues related to product content within all category-related discussions. Aspartame emerged as the issue garnering most volume and negativity.
- Correlating the issue against brand mentions revealed that our client was more closely associated with the issue than its key competitor.
- The brand took ameliorative action to remove the ingredient from their product and used the analysis technique to monitor any similar consumer backlash across other markets.
