Men are from mars - Word choices in social media - Peanut Labs

APRIL 1-3, 2014 TORONTO


Organized by Workshop Sponsors

Association & Media Partners

Please tweet! #Qual360 @LoveStats #MRX April 9, 2014 1

Men are from mars? Word choices in social

media

Annie Pettit

Chief Research Officer

Please tweet! #Qual360 @LoveStats #MRX

Men hate it Women love it

Please tweet! #Qual360 @LoveStats #MRX 4/9/2014 3

Ye old focus

groups

Qual

research

today


Method #1

• 5 really boring

datasets

• Millions of

verbatims

4/9/2014 4


Method #2

• 300 survey completes

• Self-serve sample panel

• US census rep

4/9/2014 5


Social Media Says: Positivity

Men choose more aggressive words

Women choose more positive words 4/9/2014 6

love

awesome

help

hate

amazing

beautiful

fun

crazy

fight

argue

idiot

win

moron

faggot

n***er


Survey Says: Slang

4/9/2014 7


Social Media Says: Slang

Men choose word combining and

subculture Women choose word shortening

4/9/2014 8

c

luv

r

ppl

dat

u

gotta

bout

gonna

r u


Survey Says: Mild Profanity

4/9/2014 9


Survey Says: Harsh Profanity

4/9/2014 10


Social Media Says: Profanity

Men choose extreme words

Women choose wussy words

4/9/2014 11

dang

darn

fuck

shit

damn

ass

n***a

bitch

hoes


Survey Says: Acronyms

4/9/2014 12


Social Media Says: Acronyms

Men aren’t enamored with acronyms.

Women choose acronyms. So they

can swear. 4/9/2014 13

wtf

smh

bf

lmao

omg

lol

btw

#$%


Social Media Says: Grammar

Ladies – Check your grammar!

Gentlemen – Thanks for taking care

woman

that

would of

a lot

man who

you’re a

your

going


Survey Says: Laziness (dont,cant)

4/9/2014 15


Social Media Says: Laziness

Man. Lazy.

Women use apostrophes as appropriate.

4/9/2014 16

dont

wont

theyre

youre

isnt

havent


Social Media Says: Referencing

Men speak of others

Women speak of themselves 4/9/2014 17

my

I

me

her

we

our

myself

herself

you

your

his

himself


Social Media Says: Family

I am man.

Family matters.

4/9/2014 18

woman

brother

sister

dad

mom

kids

man


Social Media Says: Money

Men want to pay cheap prices on their

credit card

Women already bought that deal on sale

4/9/2014 19

bought

purchase

deals

donate

on sale

taxes

credit

card

price

cheap


Social Media Says: Research

Men share their opinions and critique

Women can’t wait to try new things

4/9/2014 20

try

new

wait

different

recommend

vote


Social Media Says: By Gender

Men Choose

• To combine words

• Aggressive words

• Proper grammar

• Harsh profanity

• To spell things out

• To talk about men

• To talk about the past

Women Choose

• To shorten words

• Positive words

• To be slack on grammar

• Mild profanity

• Acronyms (for swearing)

• To talk about themselves

• To talk about the future

4/9/2014 21


Social Media Says: By age

4/9/2014 22

Younger People Older People

Family mother dad, mom, father, kids

References herself, yourself, my our, myself, we, your

Positivity fight, amazing, awesome crying, help

Profanity ass, s***, f*** bloody, darn

Grammar werent, theyre, youre, isnt,

havent, shouldnt, wouldnt,

youve, cant, arent

wont, dont

Acronyms lmao, omg, lol

Slang dat, u, kinda, haha, gonna b4, luv

Research

Variables

on sale, credit card, buy, wait,

try

donate, in line, vote, new


Survey Says: Personality

4/9/2014 23


Survey says:

• I just tone down the profanity. I wouldnt want a

possiable employer or family member passing

judgemnent.

• need to learn to control my profanity better in real life

• I am slower on line than in real life. I try to keep my

thoughts organized. In real life I just let it fly, I DO

NOT sugar coat anything

• It's easier for me to communicate online because I

like writing out my thoughts more than speaking them

in person.

4/9/2014 24

Please tweet! #Qual360 @LoveStats #MRX 4/9/2014 26

When demographic differences

for a brand are

much stronger or

reversed

We know we have a brand difference,

not an

inherent demographic difference


Yes, men are from mars!


Thank you!

Annie Pettit

Chief Research Officer

Peanut Labs

[email protected]

@LoveStats on Twitter

www.peanutlabs.com

: )


Organized by Workshop Sponsors

Association & Media Partners

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