Post on 17-Aug-2015
CONSUMER / MARKET SENTIMENT STUDY
CASE STUDY
• Goal Tasked with conducting a consumer and market study to analyze consumer conversation sentiments surrounding tobacco and related products across social media as a research measure to provide business intelligence for understanding and managing brand property risks.
The objective was to study and represent how the conversation was evolving with consumers and other interested persons within the public space by analyzing the general tobacco discussion topic category as associated with the house Brand (Winston) and other select key competitive brands.
The goal was to determine if sufficient insights would be available to warrant further exploration to implement a Social Media Listening and Monitoring program (within the guidelines of tight industry and self-governed regulations) to gauge and monitor changing societal opinions and those that may impact the JTI brands.
Japan Tobacco International
CONSUMER / MARKET SENTIMENT STUDY
CASE STUDY Japan Tobacco International
• Solution The process and methodology was custom designed to study and analyze the community discussion. Seven sets of brand / keyword associations were used to identify how the conversation was materializing.
The study sampled and analyzed hundreds of thousands of social media posts over a 60 day time period. Each brand / keyword set was closely studied to find common themes with a concerted emphasis placed on the commissioned house Brand.
In support of the study's objective, analysis included: Benchmarking general topical conversations,
identification of potential viral events, brand inclusion volumes and native language impact by global geography
Analyzing consumer social media channel use preferences measured against Brand reach, resonance, nuances and consumer sentiments
Head-to-head house Brand versus competitive brand comparisons
... recent social media topics
include; a Philip Morris CEO
public statement representing
smoking cessation is easy, R.J.
Reynolds’ own historic
sponsorship of the Flintstones
cartoon series and the
resulting cigarette
commercial highlighting the
cartoon characters smoking
cigarettes, and British
American Tobacco’s early use
of asbestos in Kent branded
cigarette filters ..."
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CONSUMER / MARKET SENTIMENT STUDY
CASE STUDY Japan Tobacco International
Of the seven cigarette brands
studied including JTI’s own
Winston Brand (Marlboro,
Chesterfield, Kent, Lucky
Strike, L&M and Pall Mall), our
findings demonstrate public
opinion for Cigarette Brands
may and can create levels of
Brand property risk [within
social media]."
• Results The study findings concluded that even without Cigarette Brands being active in social media with “official” social networking accounts, it should not be assumed Cigarette Brands do not have a presence in social media.
Brands are routinely discussed across the social landscape in varying topics and references both on a personal as well as a business level. The potential risks associated with negative and potentially harmful viral conversations are evident and present.
The analysis determined JTI does need to listen and monitor the conversations closely in social media to be able to protect its Brand properties.
It was further recommended from the study conclusions that without an official social presence and a framework for rapid response in times of need, JTI would need to develop such a reactive social framework and have it at ready in times of potential crisis.
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