Can Cheeseburgers and Fruit Smoothies Co-Exist?

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Conversition August 2012 Webinar: Can Cheeseburgers and Fruit Smoothies Co-Exist? An integrated social media research case study

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Can Cheeseburgers and Fruit Smoothies Co-Exist?

  1. #ResearchNowCan Cheese Burgers and Fruit Smoothies Co-Exist?An integrated social media research case studyPrepared by ConversitionAugust 2012
  2. #ResearchNow Methodology = Listening + Asking Listen to Learn Ask to Confirm • Scour the internet for • Review the social Collect Hypothesize media listening relevant messages data for hypotheses • Clean out spam and non- • Design unbiased survey Clean relevant chatter (e.g., fun Design questions to answer those engagement conversations hypotheses on Facebook) • Categorize the verbatims • Analyze the results and Categorize into relevant content areas, Analyze identify meaningful e.g., pricing, segments recommendations, commercials, celebrities Calibrate • Calibrate the sentiment into Report • Report on major differences 5-point Likert scale buckets and conclusions2
  3. #ResearchNow Methodology = Listening + Asking Listen to Learn Ask to Confirm Collect • Scour the internet for Hypothesize • Review the social relevant messages media listening data for hypotheses • Clean out spam and non- Clean relevant chatter (e.g., fun Design • Design unbiased survey engagement conversations questions to answer those on Facebook) hypotheses • Categorize the verbatims Categorize into relevant content areas, Analyze • Analyze the results and e.g., pricing, identify meaningful recommendations, segments commercials, celebrities • Report on major differences Calibrate • Calibrate the sentiment into Report and conclusions 5-point Likert scale buckets3
  4. The Right Stuff – Top 2 Box Scores 50% 40% 30% 20% 10% 0% #BK bking #burgerking BurgerKing BK Burger King Label 42% 36% 34% 32% 30% 27%4 #ResearchNow
  5. This is Burger King5 #ResearchNow
  6. Where to Find a Smoothie in 2012 Jan 2012 Feb 2012 Mar 20126 #ResearchNow
  7. Where to Find a Smoothie in April 20127 #ResearchNow
  8. Smoothies? What smoothies? 75 Want a burger king stacker.....central park fries... and a smoothie from mcds Smoothie king and burger king for lunch. Nothin but kings McDonalds smoothie & 0 apple pie & Burger King grits & biscuits. mmmm8 #ResearchNow
  9. Boom! Burger King Introduced Smoothies 75 My bro keeps tking bout the new Burger King smoothie... Imma get one! have u guys tried the new burger king iced smoothies? 09 #ResearchNow
  10. Pre vs Post Pre Post10 #ResearchNow
  11. Lots of People Like The Smoothies • They taste great! Taste – “Guess what? had a 100 smoothie from burger king, and they taste greeaatt (;” – “This BK tropical mango 75 smoothie is an amazing Box Score tropical paradise in my 50 mouth lol tastes so good” – “The Burger King strawberry 25 banana smoothie is the BEST smoothie.! Omg so good :D” 0 B2B Neutral T2B Taste 7.2 25.8 6711 #ResearchNow
  12. Lots of People Like The Smoothies • Thanks for the healthy Healthy option! 100 – “Mom I want a healthy smoothie and some yum 75 fries from bk! :D” – “David Beckham can enchant Box Score anyone even me. It is good to 50 know Burger King offers healthy smoothies. “ 25 0 B2B Neutral T2B Healthy 0.9 39.6 69.612 #ResearchNow
  13. But People Complained • What’s the deal with the Ice ice? 100 – “Who’s smoothie only has chunks of ice? That’s what 75 you get with burger king” – “Crushed ice with some Box Score flavoring is not really a 50 smoothie burger king” – “burger king smoothies taste 25 like water” 0 B2B Neutral T2B Ice 38.5 46.2 15.413 #ResearchNow
  14. But People Complained • Aren’t you just copying Creativity Mcdonalds? 100 – “Burger King is just copying McDonalds for there 75 smoothies.. #wth? #NotOriginal” Box Score – “Burger King is such a 50 copycat these smoothies are the same as McDonalds 25 smoothies” 0 B2B Neutral T2B Creativity 80 20 014 #ResearchNow
  15. Ask to confirm: Ice Concerns • A small percentage of people indicated that the smoothies were watered down or that the ice pieces were too big. • Is there really an issue with the consistency of the ice or is this just a minor concern from a few voices?15 #ResearchNow
  16. Ask to confirm: Copy Cat Concerns • A small number of people remarked that Burger King was simply copying McDonald’s. Will this lack of nutritional creativity have a negative impact on the product’s success? • Are loyal brand users happy regardless? • Are competitive users angered?16 #ResearchNow
  17. Ask: Is there an ice problem? • “Why should your best friend never try a smoothie from Burger King?” Total – “ice not completely crushed“ Sample – “too much ice in smoothie Sample Size 499 (not creamy)“ – “poorly blended - chunky ice % Said it’s too watery 19% bits “ % Said the ice isnt – “The ice doesnt get ground 24% crushed enough up “ – “I had one once that was more ice than fruit “17 #ResearchNow
  18. Ask: Is there an ice problem? 30% 25% 20% 15% 10% 5% 0% % Too watery % Ice isnt crushed enough Total BK Loyals McD Loyals18 #ResearchNow
  19. Ask: Competitive Comparisons 100% 75% 50% 25% 0% Smoothies in Smoothies at Smoothies at Smoothies at Smoothies at general Burger King McDonalds Starbucks Tim Hortons19 #ResearchNow
  20. Ask: Competitive Comparisons 100% 75% 50% 25% 0% Smoothies Burger King McDonalds Starbucks Tim Hortons Total BK Purchasers McD Purchasers20 #ResearchNow
  21. Ask: Is there a copy cat concern? 50% 25% 0% Customers asked To be like More healthy Customer research for smoothies McDonalds beverages21 #ResearchNow
  22. Ask: Is there a copy cat concern? 100% 75% 50% 25% 0% Customers asked for To be like More healthy Customer research smoothies McDonalds beverages Total Copy Cats22 #ResearchNow
  23. Will You Put Your Money On The Table? 100% 75% 50% 25% 0% Total Copy Cats Likely to purchase (T2B)23 #ResearchNow
  24. Listen to Learn, Ask to Confirm • We learned about ice • We learned about copying a competitor • We learned that copying a competitor isn’t always a bad thing24 #ResearchNow
  25. #ResearchNow Listen to Learn, Ask to Confirm • Listening research • Exact days that events occurred • Minor problems vs. major problems • Use to inform the next research component • Survey research • Get at true awareness • Assess the extent of issues • Probe on pre-identified issues25
  26. #ResearchNow Thank you hello@conversition.com annie@conversition.com26

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