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The truth
Can a mixed mode approach to social media researchpower consumer
insight in the super premium smoothiecategory?
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About Conversition
2
Founded in 2009 by senior managers from IPSOS and NPD Group
Acquired in May 2011, part of the e-Rewards, Inc. group of
companies
Social media research data provider focussed exclusively on the
needs of the agency-and corporate market researcher
Advocates a mixed-mode listening & asking approach to social
media research
Conversition is a social media research data provider
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The research challenge
3
Research hypotheses driven only by social media consumer
verbatims
Just one day for study design, fieldwork, and analysis
Using only social media-driven research from Conversition
Taking a consumer-driven approach to brand research
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4
Listen
Ask
Meaningful
Validated Actionable
Relevant
Authentic
Structure & codification
Exploration & discovery
Hypothesis generation
Dimensionalize
Confirm
Validate
The integrated social media research methodology
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5
Naked leads the super premium fruit smoothie category
Where does i t go from here?
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6 Source: Wikipedia
Naked rode the trend of health conscious food purchase
Created in Santa Monica, California, in 1983
Purchased by North Castle Partners (private equity) in 2000
Major package redesign and rebrand in 2005
Acquired for undisclosed sum by PepsiCo in 2007 last
knownrevenues $150MM per annum in US
Deliberate lack of preservatives
Leader in recyclable packaging
Added coconut water product in 2010
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Listen to unsolicited customer comments, generate research
hypotheses
Source: Conversition EvoListen social media consumer verbatims
from period 1 Apr, 2011 31 Mar, 2012.
I have a 7 year old who will
not eat anything green, but
likes green machine naked
juice.
its got soy protein in it. soy
makes your body produce
estrogen. its good if ur a female. i
want yall to make one with just
whey protein. u know "for men"
its like drinking a smoothie made
with sand
Hypothesis 1: A significant market exists to
produce a range for children
Hypothesis 2: The addition of soy protein is
an issue for men
Hypothesis 3: The Protein Zone range has a
taste issue
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Listen to unsolicited customer comments, generate research
hypotheses
Source: Conversition EvoListen social media consumer verbatims
from period 1 Apr, 2011 31 Mar, 2012.
I have a 7 year old who will
not eat anything green, but
likes green machine naked
juice.
its got soy protein in it. soy
makes your body produce
estrogen. its good if ur a female. i
want yall to make one with just
whey protein. u know "for men"
its like drinking a smoothie made
with sand
Hypothesis 1: A significant market exists to
produce a range for children
Hypothesis 2: The addition of soy protein is
an issue for men
Hypothesis 3: The Protein Zone range has a
taste issue
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Deeper dive into unsolicited customer comments
all my kids love it. it
also has vegetables in
it. Baby love love
loves it.
It seems really healthy. I
give it to my lo once in a
while and he LOVES it. When I have kids they will
only be drinking this greenmachine naked drink
because it is just to bomb
and its healthy!
LO loves Green
MachineNot only did it give nutrients
until he got a little older, he
started associating the colorgreen with good taste.
I mix a few ounces with
milk and he devours the
stuff.
I have a 7 year old who will
not eat anything green, but
likes green machine naked
juice.
There exists considerable discussion online about the benefits
of giving fruit smoothies generally, and Naked fruit
smoothies specifically, to children as part of a healthy,
nutritious diet
Source: Conversition EvoListen social media consumer verbatims
from period 1 Apr, 2011 31 Mar, 2012.
Hypothesis 1: A significant market exists to produce a range for
children
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I am horrible at planning
healthy meals and
cooking, so we rely
heavily on smoothies.
For busy parents
prefer my daughter to drink fruit
smoothies as opposed to sodas or
other high calorie drinks
Alternative to soda
keeps them from eating
too much unhealthy
snacks between meals
Healthy snack
ensure that they are getting there
needed portions of daily fruit
(without them really realizing it).
Stealth nutrition
They're great for picky eaters because
they taste good and give them nutrients.
For picky eaters
Nakeda treat
for parents?!
Codify survey open ends
Source: Conversition survey using SurveyTool fielded April 15,
2012. Examples of open ended comments are from respondents who had
givenNaked fruit smoothies to their children and were asked about
the primary benefits of doing so (n=463).
Hypothesis 1: A significant market exists to produce a range for
children
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Themes emerged from the survey open ends around using Naked as a
hassle-free supplement for kids diets, alternatives
to unhealthy options, and a way to suppress appetites
intra-meal. Naked is being used as a nutritional tool by
parents.
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Drop data into analytical framework, analyze results
2.4% 2.8%
36.0%37.4%
21.5%
Purchase
considerably less
Purchase
somewhat less
Purchase neither
less nor more
Purchase
somewhat more
Purchase
considerably
more
If Naked were to launch a flavor designed specifically with the
nutrition
needs of children in mind would you expect to...?
Source: Conversition survey using SurveyTool fielded April 15,
2012 (n=1,019).
Hypothesis 1: A significant market exists to produce a range for
children
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The results indicate that the market is already using Naked
fruit smoothies as a nutritional supplement for children, and
that a line extension aimed specifically at children would be
well received.
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Listen to unsolicited customer comments, generate research
hypotheses
Source: Conversition EvoListen social media consumer verbatims
from period 1 Apr, 2011 31 Mar, 2012.
I have a 7 year old who will
not eat anything green, but
likes green machine naked
juice.
its got soy protein in it. soy
makes your body produce
estrogen. its good if ur a female. i
want yall to make one with just
whey protein. u know "for men"
its like drinking a smoothie
made with sand
Hypothesis 1: A significant market exists to
produce a range for children
Hypothesis 2: The addition of soy protein is
an issue for men
Hypothesis 3: The Protein Zone range has a
taste issue
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Confirm and quantify themes with fast survey to inform
subsequent study design
54%
34%
26%
24%
20%
16%
Reduces the risk of heart disease
Reduces the risk of cancer
Improves cognitive function
Helps with menopausal symptoms
None of these
Reduces levels of testosterone in men
Thinking about soy protein, with which of the following
statements would you agree?
Source: Conversition survey using Crowdvi.be fielded April 13,
2012 (n=250). Response time = 11 mins.
Respondents were allowed to select more than one option.
Statements were randomized to reduce primacy bias.
16% of respondents think that soy protein
reduces levels of testosterone in men. Is
this a problem?
Hypothesis 2: The addition of soy protein is an issue for
men
In a pulse check survey 16% of respondents thought that soy
protein reduces levels of testosterone in men. Given that
protein-based drinks are aimed at the health & fitness
market, could this be an issue?
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h i h ddi i f i i i f
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14
Good old Google search
Hypothesis 2: The addition of soy protein is an issue for
men
True or not, discussion around whether soy protein reduces
testosterone is a hot topic on health, fitness and weight
training-related websites.
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H h i 2 Th ddi i f i i i f
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15
Crowdvi.be analysis
10%
22%
Female
Male
22% of Male respondents agreed that soy
protein reduces levels of testosterone in men
Source: Conversition survey using Crowdvi.be fielded April 13,
2012 (n=250). Source: Conversition survey using Crowdvi.be fielded
April 13, 2012 (n=250).
44%
13%
11%
10%
0%
18 - 24
25 - 34
35 - 44
45 - 54
55+
Of that 22%, nearly half were in the 1824 year old
age bracket
Hypothesis 2: The addition of soy protein is an issue for
men
A key named ingredient in the Protein Zone range of Naked fruit
smoothies is considered by 44% of 18 24 year old males
to reduce levels of testosterone. This could be a serious
consideration and purchase barrier within that demographic.
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16
Listen to unsolicited customer comments, generate research
hypotheses
Source: Conversition EvoListen social media consumer verbatims
from period 1 Apr, 2011 31 Mar, 2012.
I have a 7 year old who will
not eat anything green, but
likes green machine naked
juice.
its got soy protein in it. soy
makes your body produce
estrogen. its good if ur a female. i
want yall to make one with just
whey protein. u know "for men"
its like drinking a smoothie made
with sand
Hypothesis 1: A significant market exists to
produce a range for children
Hypothesis 2: The addition of soy protein is
an issue for men
Hypothesis 3: The Protein Zone range has a
taste issue
H th i 3 Th P t i Z h t t i
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17
Are there other issues with Protein Zone?
its like drinking a
smoothie made
with sand
the graininess is
not tolerable at
all!!This is the only naked drink
i don't love. too grainy!
just don't like the
chalky texture on
this oneIt has a grainy texture im
not sure i like
the grittiness was hard
to get use to at first
i just wish it wasn't so gritty
Hypothesis 3: The Protein Zone range has a taste issue
Significant amounts of unsolicited social media content suggests
users have an issue with the taste and texture of the
Protein Zone range, specifically issues around grittiness and
chalkiness
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Source: Conversition EvoListen social media consumer verbatims
from period 1 Apr, 2011 31 Mar, 2012.
Hypothesis 3: The Protein Zone range has a taste issue
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18
Are there other issues with Protein Zone?
Satisfaction for the Protein Zone range beats the category on
both protein content and
help with weight management, but taste is indeed an issue.
Source: Conversition survey using SurveyTool fielded April 13,
2012. Respondents were asked about stated importance
for 9 fruit smoothie category attributes (n=1,099), and stated
satisfaction against same attributes for respondents who
had tried one of the Protein Zone range in P3M (n=680).
4.38
4.05
4.36
3.75
3.52
4.63
Protein content
Help with weight loss / weight
management
Taste
Protein Zone (Satisfaction)
Category (Importance)
Hypothesis 3: The Protein Zone range has a taste issue
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While the Protein Zone range performs well in category against
protein content and help with weight management, it drives
less satisfaction around taste
Hypothesis 3: The Protein Zone range has a taste issue
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Are there other issues with Protein Zone?
Source: Conversition survey using SurveyTool fielded April 13,
2012. Respondents were asked If Naked were planning a
new version of the Protein Zone flavor, which changes would you
recommend? (n=1,099)
47.7%
43.2%
41.5%
30.7%
19.0%
Low sugar
Low calorie
Reduced chalkiness or grittiness
Better consistency
Whey protein only
Hypothesis 3: The Protein Zone range has a taste issue
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Over 40% of users would recommend that a new Protein Zone flavor
reduced the level
of chalkiness or grittiness.
Consumers desire a less textured formula for the Protein Zone
range of Naked fruit smoothies. Interestingly they would
also value low sugar / low calorie versions.
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20
Parents are using Naked fruit smoothies as an
easy and effective means of giving their
children fruit and vegetables
The market seems willing to accept a line
extension aimed at the specific nutritional
needs of children
Soy-based protein has negative perception
issues amongst 1824 year old males, a keybuying group
Naked should consider using a whey protein
only formula or launching a new flavor aimed atthe 1824 male
segment
The Protein Zone range is valued by drinkers,
but taste and consistency could be significant
purchase barriers
Improve the Protein Zone formulas to reduce
chalkiness and grittiness
Summary and recommendations
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Why use integrated social media research?
21
Listen first: Take a consumer-driven approach to your research.
Listen to whatbrand stakeholders have to say.
Flexible, relevant, real-time research: With no trade off in
quality or actionability.
Cost effective: Exploit the cost advantages of social
media-based researchchannels.
This methodology exploits the strengths of passive social media
listening with traditionalsurvey techniques to quickly and
cost-effectively deliver meaningful, substantiated,actionable
consumer insights
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Q&A
For more information email us at:
[email protected]
