Social Media Industry Report Running Shoes - Replise Content Finder

SOCIAL MEDIA
INDUSTRY REPORT
RUNNING SHOES

CONTENTCHAPTER 1
RUNNERS INSIGHTS

OVERVIEW & OBJECTIVES
This report is based on German data gahthered by Replise Social Media Monitoring
Technology.
Objectives
The report aims to give insights into different topics related to running shoes, running
schoe brands and running in general. Therefore it targets to answer the following
questions:
What is the level of presence for different brands in the discourse about running shoes
How do users perceive different features of the analyzed shoe brands?
Why do users choose running as a hobby or means of excercise and how they feel after
it?
What insights do Social Media data offer on training behaviour?
By analysing the mentions in Web 2.0 we can achieve a deeper understanding of
attitudes, opinions and user behaviour regarding running.
3

MOTIVATIONS I.
What makes you run?
Analysis of Social Media mentions showed 4 main reasons for users to go
running. Based on this insight we extracted a sample of 12.266 posts
containing general, non-brand related, mentions. Utilizing keyword filtering
for common expressions in the respective motivation cluster, the sample
could be segmented to show the proportion of the main motivators.
Weight loss
With almost two thirds of the mentions weight loss is by far the most often
mentioned motivator. Users exchange experiences and advice on
specialized diet forums and report about their diet progress and their
training routines. Typical posts would be:
“How much weight can I loose with jogging”
“I think if you really wanna’ loose weight, only endurance training will help,
that is jogging.”
“I’m 12 and too small, a little fat – Is 15 minutes jogging per day and good
nutrition enough to loose 10 kg?”
Competition
Nearly 6% go running focused specifically on competitive events. Often the
event serves as a motivator to stick with the training routine and not about
breaking one’s personal record.
“Marathon preparation during winter – never again!”
“As I (have to) train for a half marathon, I’d like to join a training group”
“If the snow stays too long, I won’t be in shape until March 10th Marathon),
then I’ll have a private run sometime later…”
5
weight loss
63%
competition
6%
26%
5%
Running - Motivations
0% 20% 40% 60% 80% 100%
weight loss
competition
Channel Distribution
Facebook Forum News Blog Twitter Video

MOTIVATIONS II.
What makes you run?
Health
Approximately 5% of the users mention health as main motivator for
running. Most often discussions go on about cardiovascular concerns,
blood pressure and obesity.
“I’m on Motoprolol for 3 days now, ‘cause my blood pressure was too high.
Yesterday. I didn’t feel well, beaten off, cold hands and feet, but after one
hour jogging I felt fine apart from that awful taste in my mouth.”
“Jogging is very good to stabilize your cardiovascular functions!”
“Despite the weather I try to go jogging. Should I consult the physician
again because of irregular heart beat?”
Channel Type distribution
Strikingly, competition related discussions often occur on Facebook. One
reason is the competition organizers, as well as training groups or coaches
use this platform for PR purposes. Another reason is, that users like to talk
about their performance and abilities „in front of” their friends.
On the other hand, users prefer the relative anonymity of forums to discuss
their weight problems. This is the place where they seek comfort and
motivation from like-minded peers.
6
63%
6%
relaxation
26%
health
5%
Running - Motivations
0% 20% 40% 60% 80% 100%
relaxation
health

EMOTIONS
Emotions
Happiness is the dominant emotion, that users express after
running. Running makes them happy. They claim that being in
nature improves their mood in general.
At the same time, pain is another important topic runners talk
about. Numerous runners report aches after or during running
exercises. Most mentions in this context arise about the
muscosceletal system’s issues: Knee, joints, feet, muscle griefs
are mentioned, as well as head or heart aches.
Pride is another aspect often mentioned in relation to running.
Users are proud of being able to persue themselves to run
regularely, to lose weigth and of their progress in running faster
or longer distances than before.
11% state, that they feel more refreshed and relaxed after
running. An overall feeling of contentment with their own level
of fitness is generally expressed.
Merely 9% of all analyzed mentions refer to a feeling of being
exhausted or depleted. However, the act of exhousting
themselves is not necessarily negatively annotated, as there is
often a link to being proud and/or feeling relaxed.
Die Grafik zeigt die Anzahl der Erwähnungen zu den jeweiligen Themen für die
einzelnen Kanaltypen. Deutlich erkennbar z.B. ist der Peak für Schmerzen in
Foren, oder für das Thema Glück in Blogs. (English?)
8
pain
exhausted
happy
relaxed
proud
0
200
400
600
800
1000
1200
1400
1600
Emotions
0-200 200-400 400-600 600-800

CONTENTCHAPTER 2
OFFLINE BEHAVIOUR
SHARED ONLINE

APPS
Apps which track distance, pace, time and/or calories burned
are getting more and more popular among the social media users.
The apps are usually installed on mobile devices and can be
connected to the social media platforms (mainly twitter and
facebook) on which users can share their running experience and
data with the ”social media community”.
This kind of sharing belongs to the trend of „quantified self”, users
reveal informations about their biorythm with the public. Through
aggregation of this database interesting conclusions can be drawn.
Most popular Apps were:
• Runtastic
• Nike+
• Runkeeper
• Endomondo
• Mapmyrun
The analysis of Social Media Data clearly shows Runtastic being
the most succsessful running app. All apps beside Runtastic were
less frequentlymentioned.
The channel distribution shows the main channels targeted per
app. Nike+ and Runtastic were mentioned mainly on twitter, while
Mapmyrun was discussed on facebook.
Runkeeper and Endomondo were almost equally mentioned on
Twitter an Facebook.
The app Endomondo appeared mainly on forums posts.
Due to the users’ unsolicited self monitrong, a statistic analysis of
their behavior became possible.
Runkeeper
0,29% Endomondo
1,21%
Nike+
20,57%
Runtastic
77,75%
Mapmyrun
0,19%
Share of Voice
11
0% 20% 40% 60% 80% 100%
Runkeeper
Endomondo
Nike+
Runtastic
Mapmyrun

SECTION 2.2
RUNNER BEHAVIOUR
12

RUNNER BEHAVIOUR
The analysis is based on data gatered from twitter in the period between
01.09.2012-13.09.2013. The collected mentions reflected the behaviour of german
users sharing their data through Nike+ or Runtastic.
The database was purged from posts concerning really short distances, to avoid
analysing mentions derived from the missuse of apps.
Especially in case of Runtastic strong spikes, based on irrelevant jokes had been
removed.
Since paces under 4km/h are not typical for general distances, mentions speaking of
this speed stayed unconsidered as well.
Data reflecting on Nike+ and Runtastic was displayed in segregation, since there
were interesting differences to point at.
The most beautiful time to run
Evening hours between 17 – 21 were the most popular times to run.
Although there was a significant group of users, who preferred running in the morning
hours between 7-9 am. These users ran faster but have chosen much shorter
distances.
When do they run?
0
100
200
300
400
500
Number of runs - time periods
Nike+
0
100
200
300
400
500
600
Runtastic
18,91%
18,38%
12,85%
13,97%
14,47%
14,56%
13,41%
13,55%
14,08%
13,72%
12,87%
11,70%
13,41%
14,14%
Nike+
Runtastic
Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag
Frequently on sundays…
The proportion of app related mentions were quite balanced. There
was no significant difference between workdays neither between the
distribution of the two observed apps.
The favoured day for running was Sunday, while Friday was relatively
unpopular.
In case of Nike+ mentions users were active on weekdays: Tuesday
and Thursday as well. This distribution suggests a training rythm with
several days off. This ”model” is appearing in Runtastic related posts
as well.
13

RUNNER BEHAVIOUR
Distances
Users running with Nike+ app generally ran 8,47 kilometers. Since
most runs were between 5-7 kilometers in distance (same as in
case of Runtastic) it is likely that mainly beginners or „health-
conscious” users applied this app. These users were about to
improve their activity through running 30-40 minutes. Besides this
group a significant part of the users (sharing with Nike+) is running
up to 10-11 kilometers, which hints ”advanced” runners.
The slight rise in case of 21-22 kilometer runs shows the amount
of users preparing for the half-marathon.
Although the proportion of users sharing 42-43 kilometer distances
is very few in numbers, it points out an interesting possibility.
It is likely that professionals and serious runners preparing for the
marathon are not using such apps.
The use of apps is more related to hobby runners and beginners,
who need support and control. These groups of runners choose
distances form 5 to10 kilometers and run in avarage 1 hour.
0
100
200
300
400
500
600
700
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Route Length Runtastic
0
50
100
150
200
250
300
350
400
450
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Route Length Nike+
14

RUNNER BEHAVIOUR
In a virtual race of Nike+ Users vs Runtastic users, the Nike+ users are winning with an average speed of 9,96 km/h. However the Runtastic
users are not far behind with 9,60 km/h.
In a 10K-race Nike Runners would finish 360m ahead of Team Runtastic.
Summary
This playful example shows, how the willingness and rising tendency to share one’s own data via social media, creates the possibility of
gaining a broad variety of insights into users’ behavioural patterns.
Runtastic Vs. Nike+
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
12,00%
14,00%
1
1,5
2
2,5
3
3,5
4
4,5
5
5,5
6
6,5
7
7,5
8
8,5
9
9,5
10
10,5
11
11,5
12
12,5
13
13,5
14
14,5
15
15,5
16
16,5
17
17,5
18
18,5
19
19,5
20
20,5
21
Runtastic Nike+
Proportion of runs depending on speed (km/h)
15

OVERVIEW I.
In the perious between 10.01.2012- 09.30.2013 3309 running shoe
related mentions were found referring to Adidas, Asics, Brooks, Nike, New
Balance, Mizuno, Puma and Reebok.
The most mentioned brands were Nike and Adidas while Mizuno had the
least share of voice.
Channel distribution of the brands reflects that most of the mentions
appeared on news channels, forums and blogs.
News channels mostly provided information on brand related corporate
news or on new products.
On forums, facebook and blogs users conversed on experiences and
preferences. They also actively sought information and support from other
users.
Video channels and twitter provided just a few relevant information, since
the users mainly were talking about simple walking shoes or shoes used
for other sports.
17
20,3%
20,7%
22,6%
17,3%
4,7% 14,3%
facebook forum news blog twitter video
7%
37%
28%
3%
2% 3%
7%
Brand Distribution
Puma Nike Adidas New Balance Mizuno Reebok Brooks

OVERVIEW II.
Out of more than 1000 processed brand related mentions 655 gave
insighful and interesting information about running shoes and running as a
sport itself.
Observing the running shoe discourse the following topics emerged:
• Comfort: How suitable are the shoes, how does the shape or size fit,
are they flexible enough?
• Running sensation: What and how do users feel while running in the
shoes?
• Cushioning: Does the shoe provide a proper soft landing or it causes
pain in feet/ ankles/knees?
• Pronation: Do the shoes provide adequate support to the runner’s
feet, is stabilization appropriate? This topic occured frequently in
relation to natural running.
• Drop: How is height difference between the heel and forefoot
evaluated. Again, commonly discussed in context of 'natural running'.
• Sole: How satisfied is the runner with the sole thickness, material or
felxibility of the shoe?
• Design: Is the user satisfied with the colour, style or shape of the
shoe?
• Weight: Are the shoes light enough or too heavy?
• Breathability: Does the shoe bare effective ventilalation capabilites?
Water resistance: Is the shoe water resistant or watertight?
• Material: Shoes feature various materials on their different parts.
Question is: Are the materials durable and comfortable at the same
time?
Seasonality
It is a fact that especially in spring time the number of running related
mentions increase. During sommer and autumn the topic is still popular.
18
26%
18%
7%5%
5%
19%
16%
1% 1% 2%
Topic - Distribution
comfort running feel design
weight cushioning sole
pronation water resistance breathability
material
0
50
100
150
200
250
300
350
400
450
2012.
Oct
2012.
Nov
2012.
Dez
2013.
Jan
2013.
Feb
2013.
Mar
2013.
Apr
2013.
May
2013.
Jun
2013.
Jul
2013.
Aug
2013.
Sep
Running Shoe Mentions

ADIDAS
16%
2%
58%
20%
4%
facebook twitter blog forum video nachrichten
234 out of 300 processed Adidas related mentions provided relevant information
on the users’ preferences and opinions.
Leading platforms of discussion were blogs, however forums and facebook were
popular among users as well. Since news channels rather gave information on
advertisments and corporate news they didn’t prove to be an interesting source of
data regarding user profils.
Topic Distribution
Most mentioned characteristic of Adias running shoes was its sole. Apart from this comfort an pronation was a frequent topic as well. Design,
cushioning and weight appeared in less in conversation. Finally material, breathability and water resistance were the least popular topics in
Adidas related conversations.
Sentiment
Main topics like sole, comfort and pronation were predominantly discussed in a positive manner. The relative high proportion of neutral
mentions related to comfort stands for the high nuber of questions asked about running shoes. Users who are not convinced yet of shoe-quality
or simply don’t specially care about the brand. To find out more about sentiment of other topics see the next slides.
Topics- Sentiment
20
22%
10%
5%
4%5%
28%
22%
1%1%2%
Topic Distribution
comfort running feel design
weight cushioning sole
pronation water resistance breathability
material
63%
72%
64%
78%
73%
68%
90%
67%
100%
80%
24%
20%
9%
9%
2%
8%
20%
14%
8%
27%
22%
18%
30%
2%
33%
0% 20% 40% 60% 80% 100%
comfort
running feel
design
weight
cushioning
sole
pronation
water resistance
breathability
material
TopicsSentiment
positive
neutral
negative

CONTENT
COMFORT
RUNNING SENSATION
DESIGN
WEIGHT
CUSHIONING
SOLE
PRONATION
MATERIAL
ADIDAS

SOLE
Overview
28% of the Adidas related buzz represents the ”sole” topic. This means users were talking about thickness, heel- toe drop and springs of
the shoes. Experiences and opinions were shared to find answer on which modells fit the best one’s personal needs.
Sentiment
Most users discussed the topic with positive sentiment, just a 30% revealed negative feelings, while 2% remained neutral.
Since a large proportion of mentions dealth with the topic of Natural Running useres were speaking about the characterisitcs a shoe needs
to possess in order to support this kind of sport, hence two models of Adidas were predominatly menitoned, the Adidas Adipure and the
Adiadas Mega Bounce types.
Natural running emphasizes on the importance of natural feet posture. It states that shoes with a thin sole and low drop are the healthier for
runners.
The Adidas Adipure model was often discussed in positive mentions, since it is a minimalistic shoe type such as Adipure Gazelle.
Negativ mentions came from natural runners sharing thoughts about shoes with a too thick sole. They don’t want to run on „pillows”. With
this regards the Mega Bounce modell was often named.
„…Die Wahl der Schuhe zum Laufen ist ebenso wichtig, daher alle
minimal Schuhe, Nike Free, Five Fingers, Adidas. …”
„…Versuche mit leicht gebeugten Knien auf dem Ballen / Vorfuß oder
Mittelfuß zu laufen, die Ferse sollte allerdings nicht den Boden berühren.
Beim Aufsetzen des Fußes, darf die Ferse nicht höher als 1 cm vom Boden
entfernt sein. …”
„…Die ganze Polsterung mildert die Aufprallkräfte beim Bodenkontakt nicht,
auch wenn Namen wie Adidas Mega Bounce usw., die nach bequemen
Kissen klingen, uns das weismachen wollen….”
22
68%
2%
30%
0% 20% 40% 60% 80%
positive
neutral
negative
Sentiment

COMFORT
Overview
„Comfort” was – so as sole - a very popular topic, 22% of the posts have mentioned it. Users speaking about ”comfort” mostly revealed their
attitude toward other characteristics as well. It is more senseble to divide users into 3 groups.
One group of users mentioned only the comfort feeling, the other revealed general opinions like „I love my new adiadas bounce”, yet the
third group gave detailled information on what and why they like/dislikes about the comfort feeling.
Sentiment
A major part of the mentions has been associated with positive sentiments. Just 14% of the users expressed negative feelings. The
proportion of neutral posts can mostly be interpreted as user questions, requests of information.
„Ich habe mir vor kurzem diese adidas boost Schuhe gekauft & muss
sagen dass sie jeden Cent Wert sind. Genial, kann ich jedem nur
Raten.”
„…schau einfach generell bei adidas vorbei.. die laufschuhe sind
top ! & wenn nicht da dann bei Asics …”
„…Der Schuh sollte gut dämpfen, da ich meist auf steinigem Boden,
Ashpahlt laufe teilw. vlt auch Waldboden. Kennt ihr gute
Sportanbierter/Marken? Ich trage gerne Adidas, habe aber öfter auch
schon gehört, das asics richtig gut sein soll?...”
23
63%
24%
14%
positive
neutral
negative
0% 20% 40% 60% 80%
Sentiment

PRONATION
Overview
Besides ”comfort” 22% of the adidas related discourse included ”pronation” as well. „Pronation” as a topic accumulated several subtopics
such as shoe stability or support of feet. Users’ satisfaction often depended on the chosen model thus natural runners felt happy with
Adipure shoes but were unsatisfied with Mega Bounce models and vice versa.
Sentiment
As the diagram shows, most users mentioned Adidas’ pronation properties with a positive sentiment. Similar to discourses regarding sole,
the high number of natural runners and their satisfaction with the minimalist type of shoes generated the presence of this positive attitude.
The spectacularly smaller proportion of neutral and negative mentions mostly reflect unsatisfaction with pillow like Mega Bounce shoes.
Most of the users do not share certain opinion about pronation but only insinuate it. The discourse consists of suggestions, questions and
answers about the topic.
„…Beim Vorfußlaufen wird der vertikale Aufprallschock
effizienter in Bewegungsenergie umgewandelt …
Über die Pronation des Fußes, die muskuläre Arbeit des
Fußgewölbes, seiner Bänder und Sehnen, die
Achillessehne und die Wadenmuskulatur wird die
Aufprallenergie abgepuffert…Wahl der Schuhe zum Laufen
ist ebenso wichtig, daher alle minimal Schuhe, Nike Free,
Five Fingers, Adidas. …”
24
90%
8%
2%
0% 20% 40% 60% 80% 100%
positive
neutral
negative
Sentiment

RUNNING SENSATION
Overview
10% of mentions discussed the „running sensation”. As in case of ”comfort”, ”running sensation” is a collecting term here. It refers to the
overall sensation while running, which of course may depend on external circumstances such as the lenght or quality (asphalt/ trail) of the
track and weather conditions. Furthermore running sensation is strongly related to basic shoe characteristics such as sole quality,
pronation, cushioning, weight, all these factors affect one’s ”running sensation”.
Sentiment
Due to pronation ”running sensation” as well has induced positive sentiments among users. The amount of neutral mentions shows the part
of uncertain or doubtful users.
Users like running in Adidas because they are satisfied with the combination of different shoe characteristics, which then enable them to
run easier or faster.
8% of the mentions had a negative sentiment, which means only a few of the users experienced problems or unpleasent ”running
sensation”. („…The Fila shoes were very comfortable and first of all it was easier to run with them, than with my Aidas Otdoor shoes….”)
„…Ich muss sagen, es war sehr angenehm mit den Boost
Schuhen, denn sie haben wirklich einen Pusch Effekt und das
rennen kommt einem leichter vor als es ist….”
„…Zurzeit laufe ich mit einem Adidas Stabilitätsschuh. Für einen
Hobbyläufer ,bis 5km zur Zeit, reicht mir das aus. Aber mit einer
schlechten Haltung beim Laufen kann man mit dem Schuh auch
viel verkehrt machen. …”
„…Ich hatte mal einen Schuh von Adidas wo ich bis zu 10 km
problemlos laufen konnte und dann wurde der Schuh
eigenartiger weise für mich zu weich und
ich knickte nach innen weg. …”
25
72%
20%
8%
positive
neutral
negative
0% 20% 40% 60% 80%
Sentiment

DESIGN, CHUSIONING, WEIGHT
Weight
4% of the mentions discussed ”weight”. Users mostly preferred the light models of
Adidas.
Sentiment
Major part of the users seemed to be satisfied with the weight of their Adidas shoes,
only a few of them (22%) mentioned this topic with negative sentiment. Users often
mentioned in relation to this topic the ”running sensation” they’ve experienced due to
light or heavy weight of their shoes. As for a complaint Adidas shoes were often
described heavier then other brands’ models.
Design
5% of Adidas related mentions discussed the ”design” of the shoes.
Sentiment
Although majority of the users had a positive opinion on the Adidas ”design”, 27% had
expressed negative sentiments about this topic. The mentioned positive characteristic
were for example the light-reflecting function of the surface of the shoes. The variety of
the available colours were mostly perceived positively however some users were not
satisfied with this or had further questions related to this topic.
Cushioning
5% of the users discussed this topic („Cushioning”).
Sentiment
”Cushioning” was mentioned in 70% of the posts. User experienses and opinions turned
out to be mostly positive. Posts dealth with shock absorption in general and shock
absorption around the heel area when touching ground.
Few of the users complained about the cushioning (one user recognized his shoe was
not cushy enough for the entire distance), otherwise most of the mentions were positive
(73%) or neutral (9%) „…I’ve had once an Adidas shoe, in which I ran up to 10 km
without problems, but after that the shoe always got too soft for me…”
26
64%
9%
27%
0% 20% 40% 60% 80%
positive
neutral
negative
Design
73%
9%
18%
0% 20% 40% 60% 80%
positive
neutral
negative
Cushioning
78%
22%
0% 20% 40% 60% 80% 100%
positive
negative
Weight
Negative
Neutral
Positive
Negative
Neutral
Positive
Negative
Positive

MATERIAL, BREATHABILITY, WATER RESISTANCE
Such topics as material, ventillation and water resistance were the less frequently mentioned hence there is no point in adding a
sentiment – graph to them.
Main causes for so few mentions are:
• First possible explanation is that users have no problems with these characteristics so they see no point in talking about them.
• Second possible cause may be that the above mentioned characteristics don’t play an important role in the users’ purchasing decision.
• Third reason could be that topics such as Adidas’ material, breathability and water resistance are not interesting enough to catch the
users’ attantion
Sentiment
Most of the posts related to the above mentioned topics had a positive sentiment.
To material both Positive (satisfaction) and neutral (questions, uncertainity) user feelings were associated, yet for breathability just the
positive one.
In case of water resistance 33% of the users expressed negativity, although the major part of the mentions had a positive sentiment
assotiated with the. Interesting is that in relation to this topic the Adidas Boost was more often mentione in a positive way then other
models.
27
„…Daher ist die Materie auch keine einheitliche Masse, sondern besteht aus 2.500
Kügelchen aus expandiertes thermoplastisches Polyurethan (E-TPU) statt dem
herkömlichen EVA. Also: Energie wird dem Läufer zurück gegeben, es garantiert eine
klasse Dämpfung und es ist formstabiler als sonstige andere Materialien.
„..Mit den adidas CC Ride Laufschuhen läufst du auch bei deinem langen wöchentlichen
Lauf garantiert nicht "gegen die Wand". Sie kühlen dank strategischer CLIMACOOL
Belüftung deine Füße an heißen Tagen, an denen die Hitze dich fast schon vom Laufen
abhält. Die Kombination von adiPRENE im Fersenbereich und adiPRENE+ im …”
„..Huhu Ich bin auch noch ganz neu hier Ich seh schon, die Hundebesitzer werden
immer mehr Ich hab noch ne Frage zu den Schuhen. Ich hab ein paar Asics und noch ein
paar wasserfeste von Adidas….”

METHODOLOGY
The replise analysis is based on social media mentions found in the period between 10.01.2012-09.30.2013.
Employing different keyword-filters, social media mentions were collected to reflect 3 main topics.
1.) Motivation and Emotions
123.334 mentions generally related to running (without defeating? brandrelations) could be segmented by the
choosen key words, to show the share of volume of different running motivation and the post-run feelings.
2.) Runners Behaviour
5000 tweets generated by Nike+ and Runtastic App served as a base for the runners’ behaviour analysis. After
cleansing the data set, running distances (km) and speed information were extracted and harmonized for
comparison. Meta-data of the tweets‘ time stamps delivered information for the time of day and day of week
distribution.
3.) Running Shoes and Brands
First step was to capture all mentions on social media channels related to topics as running shoes, jogging
shoes and other special terms referring to running (marathon preparation, propulsion, training etc.). The
gathered data was further filtered, to reveal mentions related to Adidas, Nike, Asics, Puma, Mizuno, New
Balance, Brooks, Reebok This method provided 3309 mentions in the observed time span.
Content analysis:
To get a proper content analysis, 200 topic related relevant mentions were chosen randomly and were
thematically coded for each brand. The coding process also enabled us to perform a sentiment analysis on the
mentions.
The analysis of the mentions provided insights about motivation and effects of running which led to creation of
new queries which provided a base to further collect the data used for the study of „1.) Motivations and
Emotions”

About Replise
At Replise, we believe in social media. We draw business
insights from social media using proven market research
methodologies. We help our customers get the cutting edge
intelligence they need to create their strategies and define
their tactics.
Replise was started in 2008, just a year after Twitter was
launched, by a bunch of serial entrepreneurs who believed
they could bridge the gap between technology and business.
We focus on what we are best at: analysing social media and
giving insights; so our customers can focus on what they are
best at: their core business. The expertise of our research
team, the flexibility of our social analytics platform and the
breadth and depth of our data empower our customers.
They can develop better products because we help them
understand the needs and wants of their target audiences.
They can keep ahead of their competitors and keep up with
their industry’s cutting edge because we help them see
what’s in the big picture and what is not. This is why we work
with brands like Nike, Samsung and Nestle, and many
communication agencies across Europe.

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