WHY CONVERSATIONAL RESEARCH              ✦What Can It Tell Us?              ✦How Do You Do It?              ✦How Is It Diff...
HOW IS IT DIFFERENT   Conversation Report                         The Social HabitAnyone posting to a public              ...
WHY?The more people see two-way engagement and beingable to interact with people all over the world, I thinkthe less they ...
METHODOLOGY✦Find Restaurant Conversations✦Discover Common Topics✦Reanalyze The Topics Without Brand Delineation✦Ask “What ...
WHAT WE INVESTIGATEBrands         Topics           Behavioral Triggers
BEHAVIORAL TRIGGERS
BEHAVIORAL TRIGGERS
BEHAVIORAL TRIGGERS
BRANDS
BRAND PASSION INDEX                                                                          Restaurant Passion Index - Wh...
BRAND PASSION INDEX                                                                                  Restaurant Passion In...
BURGER BPI                                                                                Restaurant Passion Index - Burge...
CHICKEN BPI                                                                               Restaurant Passion Index - Chick...
SUB/SANDWICH BPI                                                                         Restaurant Passion Index - Subs &...
PIZZA BPI                                                                                 Restaurant Passion Index - Pizza...
ITALIAN BPI                                                                                Restaurant Passion Index - Ital...
MEXICAN/SOUTHWEST BPI                                                                       Restaurant Passion Index - Mex...
COFFEE SHOP BPI                                                                              Restaurant Passion Index - Co...
BRANDS
BRANDS
BRANDS
BRANDS
OFFLINE VS. ONLINE   OnlineConversations                      Storefront                    Conversations
STOREFRONT
VENUERANKRank Loca(on                 Restaurant	   Brand                             Type#1   Omaha	  NE             Mexi...
AVERAGE VENUERANK
COMMUNITY SIZE
LOCAL ACTIVITY RATING
VENUE-BASED INSIGHTS✦ The more local the strategy, the better the scores✦ Women comment more than men, but in these brands...
TOPICS
TOPICS                                                                                            Restaurant Topic Compari...
INSIGHTS✦ People pay lip-service to health, but want good food, fast
INSIGHTS✦ People pay lip-service to health, but want good food, fast
INSIGHTS✦ People pay lip-service to health, but want good food, fast✦ Don’t be afraid ... most online conversations are po...
CONVERSATIONREPORT.COMSign Up For Report News May Buy Today In Person    Need 12-16 Interviews                            ...
FSMU Presentation - What people are saying about restaurants
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FSMU Presentation - What people are saying about restaurants

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FSMU Presentation - What people are saying about restaurants

  1. 1. WHY CONVERSATIONAL RESEARCH ✦What Can It Tell Us? ✦How Do You Do It? ✦How Is It Different?
  2. 2. HOW IS IT DIFFERENT Conversation Report The Social HabitAnyone posting to a public 3,000 Americans 12-and-overconversation pointInclusive of anyone; filtered to U.S.- Representative Sample of U.S.based users and conversations populationConversations analyzed independent Audience surveyed by a marketingof audience knowledge professionalOpen input from audience; No Answers to pre-determined questionsquestions askedAll conversations publicly indexed for Opinions and answers taken as aa 365-day period snapshot in time
  3. 3. WHY?The more people see two-way engagement and beingable to interact with people all over the world, I thinkthe less they want to be involved in structured research. - Joan Lewis, Global Consumer & Market Knowledge Officer Proctor & Gamble
  4. 4. METHODOLOGY✦Find Restaurant Conversations✦Discover Common Topics✦Reanalyze The Topics Without Brand Delineation✦Ask “What do people say when ...”
  5. 5. WHAT WE INVESTIGATEBrands Topics Behavioral Triggers
  6. 6. BEHAVIORAL TRIGGERS
  7. 7. BEHAVIORAL TRIGGERS
  8. 8. BEHAVIORAL TRIGGERS
  9. 9. BRANDS
  10. 10. BRAND PASSION INDEX Restaurant Passion Index - When They Want The Brand Like Zaxbys Love Jasons Deli Sea$les(Best( Buca Di Beppo Panera Bread Qdoba Olive Garden Subway Chipotle Fazolis Five Guys Caribou Coffee Firehouse Subs Starbucks Taco Bell((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Dunkin Donuts Sentiment Range Macaroni Grill Wendys KFC Pizza Hut Chick-Fil-A Papa Johns Burger King Baja Fresh Dominos Pizza McDonalds Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  11. 11. BRAND PASSION INDEX Restaurant Passion Index - Overall Conversations Like Buca Di Beppo Love Sea+les(Best( Zaxbys Caribou Coffee Panera Bread Olive Garden Popeyes( Naked Pizza Firehouse Subs Baja Fresh Jasons Deli Macaroni Grill Chipotle((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Starbucks Fazolis Subway Sentiment Range Dunkin Donuts Five Guys Pizza Hut Taco Bell Wendys KFC Papa Johns Chick-Fil-A Dominos Pizza McDonalds Burger King Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  12. 12. BURGER BPI Restaurant Passion Index - Burger Category Like Love++++++++++++++++++++++++!!!!!!!!!!!Sen-ment!Range! Sentiment Range Five Guys Wendys McDonalds+ Burger King Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  13. 13. CHICKEN BPI Restaurant Passion Index - Chicken Category Like Love Zaxbys Popeyes(((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Sentiment Range Chick-Fil-A KFC Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  14. 14. SUB/SANDWICH BPI Restaurant Passion Index - Subs & Sandwich Category Like Love Panera Bread Jasons Deli Firehouse Subs!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Subway Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  15. 15. PIZZA BPI Restaurant Passion Index - Pizza Category Naked Pizza Like Love!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Pizza Hut Papa Johns Dominos Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  16. 16. ITALIAN BPI Restaurant Passion Index - Italian Category Like Love Buca Di Beppo!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Macaroni Grill Olive Garden Fazolis Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  17. 17. MEXICAN/SOUTHWEST BPI Restaurant Passion Index - Mexican/Southwest Category Like Love!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Baja Fresh Sentiment Range Chipotle Qdoba Taco Bell Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  18. 18. COFFEE SHOP BPI Restaurant Passion Index - Coffee Shop Category Like Seattles Best Love Caribou Coffee!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Starbucks Sentiment Range Dunkin Donuts Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  19. 19. BRANDS
  20. 20. BRANDS
  21. 21. BRANDS
  22. 22. BRANDS
  23. 23. OFFLINE VS. ONLINE OnlineConversations Storefront Conversations
  24. 24. STOREFRONT
  25. 25. VENUERANKRank Loca(on Restaurant   Brand Type#1 Omaha  NE Mexican Qdoba#2 Fort  Worth  TX Coffee Starbucks#3 Miami  Beach  FL Pizza Naked  Pizza#4 Las  Vegas  NV Italian Macaroni  Grill#5 New  York  NY Burger 5  Guys  Burger  and  Fries
  26. 26. AVERAGE VENUERANK
  27. 27. COMMUNITY SIZE
  28. 28. LOCAL ACTIVITY RATING
  29. 29. VENUE-BASED INSIGHTS✦ The more local the strategy, the better the scores✦ Women comment more than men, but in these brands, not overall✦ Themes (food quality, service, health) matched✦ Taxonomy in-store is different✦ Social Network conversations or comments are very different than review sites✦ Niche verticals (Italian, etc.) produce a higher degree of older participants
  30. 30. TOPICS
  31. 31. TOPICS Restaurant Topic Comparison Like Love FOOD HEALTH!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range PRICE ADVERTISEMENTS SERVICE Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
  32. 32. INSIGHTS✦ People pay lip-service to health, but want good food, fast
  33. 33. INSIGHTS✦ People pay lip-service to health, but want good food, fast
  34. 34. INSIGHTS✦ People pay lip-service to health, but want good food, fast✦ Don’t be afraid ... most online conversations are positive✦ Customer service is an easy point of contention ... deal with it✦ PR “nightmares” are passing moments✦ Twitter is a major source of conversation ... but the fleeting kind✦ There’s no such thing as “casual” “fast casual” “quick- service” in consumer mindset
  35. 35. CONVERSATIONREPORT.COMSign Up For Report News May Buy Today In Person Need 12-16 Interviews @JasonFalls Offer custom research Damn Handsome socialmediaexplorer.com
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