Coolhunting Nutrition Trends · Coolhunting Coolfarming me you Organization World Increase creativity Nurture trends Make trends succeed Find + predict trends COIN s

Coolhunting Nutrition Trends

Contents

  The Coolhunting Process   Action Items   Coolhunting the 3 Infospheres

  Wisdom of Crowds (Web/Blogs)   Wisdom of Swarms (Wikipedia/Blogs)   Wisdom of Experts (Web of Science, Coolpeople)

  Case: Restaurant Chains

2

Coolhunting Process

Crowd Twitter/Web

(Google, Bing, Yahoo)

Experts Blogs/Wikipedia

Swarm Forums/Facebook

(Fanpages)

Network

Trend

Content

Input Analysis Output

3

There is “No Single Truth” on the Web!

Coolhunting

Coolfarming

me you

Organization World

Increase creativity Nurture trends Make trends succeed

Find + predict trends

COINs

Like 3 people I “like”

people “like” me There is no truth, only likelihoods

Contents




7

Coolhunting the 3 Infospheres

Crowd (Blogsearch & Bing)

Swarm (Wikipedia) Expert (Coolpeople & Web Of Science)

General overview “Nutrition” “Nutrition” “Nutrition”

Compare key markets/countries

“Nutrition+Asia” (South America, Africa)

“Nutrition+Asia” “Nutrition+Asia”

Compare key vendors “Nutrition” + BASF, DSM, etc.

“Nutrition”+BASF, Kraft, Unilever

“Nutrition”+BASF+ food additives

8











9

Top websites (01.09 – 28.11.)

0 0.01 0.02 0.03 0.04 0.05

vanguardngr.com sfconnect.org

semanticweb.com news.collegemedianetwork.com

onegreenplanet.org thefatlossauthority.com/fat_loss_tips

triblocal.com/tinley-park philanthropy.com/blogs/

news.health.com latimesblogs.latimes.com/money_co

ibelieveinadv.com triathlon.competitor.com nutritionunplugged.com

naturalhealthremedies.org huffingtonpost.com/video

mnn.com lifehacker.com

bodybuilding.com/fun blogs.usda.gov

bangordailynews.com

Betweenness Centrality

10

Key terms (01.09 – 28.11.)

11

Key terms (01.09 – 28.11.)

0 0.05 0.1 0.15 0.2 0.25

diet

healthi

supplement

food

fat

best

weight

natur

fit

better

improv

health

chang

good

BC

12

Trend topics in websites

0

0.1

0.2

0.3

0.4

0.5

0.6

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65

Bet

wee

nnes

s C

entr

ality

aroma diet flavor food food additives health supplements taste

13

Trend topics in blogs

0 0.05

0.1 0.15

0.2 0.25

0.3 0.35 0.4

0.45

Aroma

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

Diet

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

Flavor

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

Food

0 0.05

0.1 0.15

0.2 0.25

0.3 0.35 0.4

0.45 0.5

Food additives

0

0.1

0.2

0.3

0.4

0.5

0.6

Health

0 0.05

0.1 0.15

0.2 0.25

0.3 0.35 0.4

0.45

Taste

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

Supplements

14

Trend topics in blogs

0 0.005 0.01 0.015 0.02 0.025 0.03 0.035 0.04

diet

flavor

food

food additives

health

supplements

taste

aroma

Minimum BC

0 0.1 0.2 0.3 0.4 0.5 0.6

diet

flavor

supplements

food

aroma

taste

food additives

health

Maximum BC

0 0.05 0.1 0.15 0.2 0.25 0.3

flavor

taste

food additives

diet

aroma

supplements

food

health

Mean BC

0 0.02 0.04 0.06 0.08 0.1 0.12

aroma

supplements

flavor

food additives

taste

diet

food

health

Standard dev BC

15

Positivity/Negativity in blogs about trend topics

Positive 77%

Negative 23%

Health

Positive 83%

Negative 17%

Diet

Positive 84%

Negative 16%

Supplements

Positive 70%

Negative 30%

Food additives

Positive 83%

Negative 17%

Flavor

Positive 84%

Negative 16%

Taste

Positive 80%

Negative 20%

Aroma

Positive 80%

Negative 20%

Food

16











17

Key Blogs

0 0.01 0.02 0.03 0.04 0.05

optiononenutrition.info nutritionarticles.com.au

punepolice.com nutritionnews.info

treehugger.com

insiderforexsecretsguide.bestmedicaltips.info

nutrition.suite101.com blogs.usda.gov

huffingtonpost.com bangordailynews.com

newhope360.com spryhut.com

homebizblogs.com webmasterarticles.net

articles-digest.com stuff-ari.com

linkingplanet.com lifehacker.com

basf.com

18

Automatic Content Analysis Blogs (the last 24 months)

0

0.005

0.01

0.015

0.02

0.025

0.03

0.035

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

DSM

BASF

Procter

Nestle

Johnson Johnson

kraft

Initially DSM has strongest brand Evening out of all brands in the end

19

60 months of nutrition blogs - Who

0

0.02

0.04

0.06

0.08

0.1

0.12

0.14

0.16

0.18

0.2

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59

america

women

men

children

community

kids

family

It’s about American kids and women

20

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59

education

energy

family

fitness

friends

sports

training

60 months of nutrition blogs - What “Fitness with friends”, and not “education with family”

21











22

Blogs: Wisdom of the Swarm - Process

  Collecting the top blog posts from Aug to end of Nov   nutrition   nutrition & health   nutrition & diet   nutrition & supplements   nutrition & food additives   nutrition & flavor   nutrition & taste   nutrition & aroma   nutrition & food   nutrition & africa   nutrition & asia   nutrition & south america

  and posts linking back to them

23

Key terms on nutrition

24

Key terms on nutrition

people; 16%

products; 37%

lifestyle; 11%

emotion; 22%

brand; 10%

geography; 4%

women; 23%

men; 19%

kids; 20% family; 3%

community; 10%

children; 25%

videos; 9%

twitter; 9% source; 2%

science; 2%

products; 9%

problems; 7%

natural; 4% national; 8% medical; 5%

friends; 8%

foods; 11%

fitness; 7%

energy; 4%

eating; 9%

business; 4% nutrition; 3%

training; 27%

sports; 23%

training; 27%

exercise; 9%

education; 14%

value; 3%

powered; 14%

please; 8% personal; 12%

living; 17%

little; 3% improve; 7%

important; 10%

healthy; 2%

easy; 5%

benefits; 12%

believe; 7%

Procter; 19%

Nestle; 4%

kraft; 20%

Johnson Johnson;

19%

DSM; 20%

BASF; 18%

25









“Nutrition”+BASF, Nestle, Unilever


26

Wikipedians: BASF in Germany & China

Chinese cuisine, obesity, and link to Fresenius Medical Care

27











28

Wikipedians: BASF Key Collaborations

No “BASF inside” collaboration with key food companies Joint Ventures with Henkel and acquisitions from Merck

29











30

Publications per year

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Publ

icat

ions

Year

31

179,443 researchers (only 13633 with more than 5 co-authorship links shown)

0 0.01 0.02 0.03 0.04 0.05 0.06

rodriguez, m

mhurchu, cn

jensen, gordon l

calder, philip c

krawinkel, m

ford, earl s

beauman, c

martinez, c

willett, wc

rohrmann, sabine

clavel-chapelon, f

riboli, e

duell, eric j

agostoni, c

pischon, t

koletzko, b

boeing, heiner

koletzko, berthold

bamia, c

bueno-de-mesquita, h bas

32

Key topics in nutrition research (179,433 researchers in Web of Science)

33

Key topics in nutrition research (179,433 researchers in Web of Science)

ingredients; 21%

people; 14%

medicine; 27%

activites; 38%

acids; 21%

nitrogen; 16%

protein; 26%

plants; 17%

nutrient; 20%

adults; 15% aged;

5%

children; 32% men;

17%

women; 31%

feeding; 6%

food; 16%

growth; 16%

health; 16%

mortality; 0%

risk; 14%

rates; 10%

supplementation; 3%

methods; 7% treatment; 12%

clinical; 2% development; 5%

diet; 22%

difference; 5% effective;

18%

factors; 10%

levels; 15%

weight; 23%

It’s about effective diets and key factors for weight loss for women

And supplements for growth for children

34

Publications in subjects

0 2000 4000 6000 8000 10000 12000 14000 16000

BIOCHEMISTRY MOLECULAR BIOLOGY

GASTROENTEROLOGY HEPATOLOGY

PLANT SCIENCES

FOOD SCIENCE TECHNOLOGY

GENERAL INTERNAL MEDICINE

PEDIATRICS

ENDOCRINOLOGY METABOLISM

PUBLIC ENVIRONMENTAL OCCUPATIONAL HEALTH

AGRICULTURE

NUTRITION DIETETICS

Record Count

35










“Nutrition”+BASF+ food additive

36

Leading Nutrition Experts in BASF context

Started with network around “Thomas Weber”, growing it with attributes “BASF” and “nutrition”

Reuters Journalist

Venture Capitalist

37

Contents




38

Restaurants as an indicator One week of Twitter analysis

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

starbucks chipotle dunkin panera domino

Positivity-quotient (positivity/negativity) >1 is positive, <1 is negative

10571

3893

1069 602 49

starbucks chipotle dunkin panera domino

Mean number of tweets per day 39

Starbucks – “Love” is in the center

40

Starbucks – Products dominate

Social Media; 39%

Products; 45%

Brands; 3% Emotion

s; 13%

buzz; 24%

facebook; 15%

twitter; 25%

videos; 2%

ipad; 34%

café; 9%

caramel; 10%

espresso; 13%

chocolate; 0% coffee;

1%

cream; 17%

egg; 14% venti; 7%

peppermint; 10%

mocha; 11%

ice; 1% grande;

1% gingerbread; 6%

mcdonalds; 90%

starbucks; 10%

girl; 33%

guy; 1%

boys; 2%

boycott; 19%

craving; 1%

love; 44%

41

Social Network of Twitterers on Restaurant Chains Nov 27 to Dec 5, 2011

42

There are quite a few COINs

0 0.02 0.04

orlandofoodbuzz boycottboat

floridaplaces bloodypoof

lady_blahblah iruvsoshi

jetidalwave dmvfollowers

uk_expat bbcnews

top_trend_uk foodbuzzbal

aloveforthebean injusticefacts panerabread

joinred camspi

sbuxmel dallasfoodbuzz chipotletweets

Complaining about Starbucks

Most Influential Tweeters

43

Most positive Tweeters

Talk about how much better Panera, etc is than Starbacks But some like Starbucks, too (but they are not influential, e.g. kaelin29)

44

Documents

Coolhunting Nutrition Trends · Coolhunting Coolfarming me you Organization World Increase creativity Nurture trends Make trends succeed Find + predict trends COIN s