The Naked Truth!

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Conversition May 2012 Webinar Presentation by: Michael Mayers, VP, Business Development

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The Naked Truth!

  1. 1. The truthCan a mixed mode approach to social media research powerconsumer insight in the super premium smoothie category? Michael Mayers Vice President, Business Development
  2. 2. About Conversition Conversition is a social media research data provider • 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 research2
  3. 3. The research challenge Taking a consumer-driven approach to brand research • 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 Conversition3
  4. 4. The integrated social media research methodology Relevant Authentic • Structure & codification Listen • Exploration & discovery • Hypothesis generation • Dimensionalize Ask • Confirm • Validate • Meaningful • Validated • Actionable 4
  5. 5. Naked leads the super premium fruit smoothie category Where does it go from here?5
  6. 6. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Listen to unsolicited customer comments, generate research hypotheses “I have a 7 year old who will not eat anything green, but Hypothesis 1: A significant market exists to likes green machine naked produce a range for children juice.” “its got soy protein in it. soy makes your body produce Hypothesis 2: The addition of soy protein is estrogen. its good if ur a female. i want yall to make one with just an issue for men whey protein. u know "for men" “its like drinking a smoothie made Hypothesis 3: The Protein Zone range has a with sand” taste issue Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.6
  7. 7. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Listen to unsolicited customer comments, generate research hypotheses “I have a 7 year old who will not eat anything green, but Hypothesis 1: A significant market exists to likes green machine naked produce a range for children juice.” “its got soy protein in it. soy makes your body produce Hypothesis 2: The addition of soy protein is estrogen. its good if ur a female. i want yall to make one with just an issue for men whey protein. u know "for men" “its like drinking a smoothie made Hypothesis 3: The Protein Zone range has a with sand” taste issue Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.7
  8. 8. Hypothesis 1: A significant market exists to produce a range for children 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Deeper dive into unsolicited customer comments I have a 7 year old who will not eat anything green, but likes green machine naked juice. It seems really healthy. I give it to my lo once in a I mix a few ounces with while and he LOVES it. When I have kids they will milk and he devours the only be drinking this green stuff. machine naked drink because it is just to bomb all my kids love it. it and its healthy! also has vegetables in it. Baby love love loves it. LO loves Green Not only did it give nutrients until he got a little older, he Machine started associating the color green with good taste.There exists considerable discussion online about the benefits of giving fruit smoothies generally, and Naked fruitsmoothies specifically, to children as part of a healthy, nutritious diet 8 Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.
  9. 9. Hypothesis 1: A significant market exists to produce a range for children 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Codify and analyze survey open ends Stealth nutrition For picky eaters ensure that they are getting there needed portions of daily fruit Theyre great for picky eaters because (without them really realizing it). they taste good and give them nutrients. For busy parents Alternative to soda Naked – a treat I am horrible at planning for parents?! prefer my daughter to drink fruit healthy meals and smoothies as opposed to sodas or cooking, so we rely other high calorie drinks heavily on smoothies. keeps them from eating too much unhealthy snacks between meals Healthy snackThemes emerged from the survey open ends around using Naked as a hassle-free supplement for kids’ diets, alternativesto unhealthy options, and a way to suppress appetites intra-meal. Naked is being used as a nutritional tool by parents. Source: Conversition survey using SurveyTool fielded April 15, 2012. Examples of open ended comments are from respondents who had given Naked fruit smoothies to their children and were asked about the primary benefits of doing so (n=463). 9
  10. 10. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Listen to unsolicited customer comments, generate research hypotheses “I have a 7 year old who will not eat anything green, but Hypothesis 1: A significant market exists to likes green machine naked produce a range for children juice.” “its got soy protein in it. soy makes your body produce Hypothesis 2: The addition of soy protein is estrogen. its good if ur a female. i want yall to make one with just an issue for men whey protein. u know "for men" “its like drinking a smoothie Hypothesis 3: The Protein Zone range has a made with sand” taste issue Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.10
  11. 11. Hypothesis 2: The addition of soy protein is an issue for men 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Good old Google searchTrue or not, discussion around whether soy protein reduces testosterone is a hot topic on health, fitness and weighttraining-related websites.11
  12. 12. Hypothesis 2: The addition of soy protein is an issue for men 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Conduct pulse survey to determine extent of issue Thinking about soy protein, with which of the following statements would you agree? Reduces the risk of heart disease 54% Reduces the risk of cancer 34% Improves cognitive function 26% Helps with menopausal symptoms 24% None of these 20% 16% of respondents think that soy protein Reduces levels of testosterone in men 16% reduces levels of testosterone in men. Is this a problem? Source: Conversition survey using EvoListen fielded April 13, 2012 (n=250). Response time = 11 mins. Respondents were allowed to select more than one option. Statements were randomized to reduce order bias.In a pulse check survey 16% of 250 random 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?12
  13. 13. Hypothesis 2: The addition of soy protein is an issue for men 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Demographic analysis 22% of Male respondents agreed that soy Of that 22%, nearly half were in the 18 – 24 year old protein reduces levels of testosterone in men age bracket 18 - 24 44% Male 22% 25 - 34 13% 35 - 44 11% Female 10% 45 - 54 10% 55+ 0% Source: Conversition survey using EvoListen fielded April 13, 2012 (n=250). Source: Conversition survey using EvoListen fielded April 13, 2012 (n=250).A key named ingredient in the Protein Zone range of Naked fruit smoothies is considered by 44% of 18 – 24 year old malesto reduce levels of testosterone. This could be a serious consideration and purchase barrier within that demographic.13
  14. 14. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Listen to unsolicited customer comments, generate research hypotheses “I have a 7 year old who will not eat anything green, but Hypothesis 1: A significant market exists to likes green machine naked produce a range for children juice.” “its got soy protein in it. soy makes your body produce Hypothesis 2: The addition of soy protein is estrogen. its good if ur a female. i want yall to make one with just an issue for men whey protein. u know "for men" “its like drinking a smoothie made Hypothesis 3: The Protein Zone range has a with sand” taste issue Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.14
  15. 15. Hypothesis 3: The Protein Zone range has a taste issue 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Deeper dive into unsolicited customer comments i just wish it wasnt so gritty the graininess is not tolerable at the grittiness was hard all!! to get use to at first This is the only naked drink i dont love. too grainy! its like drinking a smoothie made just dont like the with sand chalky texture on It has a grainy texture im this one not sure i likeSignificant amounts of unsolicited social media content suggests users have an issue with the taste and texture of theProtein Zone range, specifically issues around “grittiness” and “chalkiness”15 Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.
  16. 16. Hypothesis 3: The Protein Zone range has a taste issue 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Analyze survey data Over 40% of users would recommend that a new Protein Zone flavor reduced the level of chalkiness or grittiness. Low sugar 47.7% Low calorie 43.2% Reduced chalkiness or grittiness 41.5% Better consistency 30.7% Whey protein only 19.0% 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)Consumers desire a less textured formula for the Protein Zone range of Naked fruit smoothies. Interestingly they wouldalso value low sugar / low calorie versions.16
  17. 17. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm Summary and recommendations Parents are using Naked fruit smoothies as an The market seems willing to accept a line easy and effective means of giving their extension aimed at the specific nutritional children fruit and vegetables needs of children Soy-based protein has negative perception Naked should consider using a whey protein issues amongst 18 – 24 year old males, a key only formula or launching a new flavor aimed at buying group the 18 – 24 male segment The Protein Zone range is valued by drinkers, Improve the Protein Zone formulas to reduce but taste and consistency could be significant “chalkiness” and “grittiness” purchase barriers17
  18. 18. Why use integrated social media research? This methodology exploits the strengths of passive social media listening with traditional survey techniques to quickly and cost-effectively deliver meaningful, substantiated, actionable consumer insights • Listen first: Take a consumer-driven approach to your research. Listen to what brand 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 research channels.18
  19. 19. Q&AFor more information email us at:hello@conversition.com

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