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Crimson Hexagon’s Opinion Analysis: Prius                                                                   PROPRIETARY & ...
You are in charge of consumer insights for Prius.WHAT DOES NEGATIVE LOOK LIKE? | WHAT DOES POSITIVE LOOK LIKE?        “Hat...
You are in charge of consumer insights for Prius.    WHAT DOES NEGATIVE LOOK LIKE? | WHAT DOES POSITIVE LOOK LIKE?You need...
CONTENT: WHAT DOES NEGATIVE LOOK LIKE?                                       “If a Toyota Prius was a@Mjennine if you buy ...
KPIs: WHAT DOES POSITIVE LOOK LIKE?@cflicck whoa don’t be              Driving on “E” just filled up on hatin I love my pr...
CRIMSON HEXAGON’S OPINION ANALYSIS                                How do consumers feel about the Toyota Prius?           ...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
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Opinion Analysis: Prius

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In a case study of consumer opinion on the Toyota Prius, Crimson Hexagon demonstrates the analytical power of opinion analysis and the methodological shortcomings of keyword-based and NLP analysis.

Published in: Automotive
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Opinion Analysis: Prius

  1. 1. Crimson Hexagon’s Opinion Analysis: Prius PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  2. 2. You are in charge of consumer insights for Prius.WHAT DOES NEGATIVE LOOK LIKE? | WHAT DOES POSITIVE LOOK LIKE? “Hatin’” “Love” Prius Owner and Brand Champion Sarcastic Tweeter PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  3. 3. You are in charge of consumer insights for Prius. WHAT DOES NEGATIVE LOOK LIKE? | WHAT DOES POSITIVE LOOK LIKE?You need CUSTOMIZABLE opinion analysis that lets you SCALE human judgment. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  4. 4. CONTENT: WHAT DOES NEGATIVE LOOK LIKE? “If a Toyota Prius was a@Mjennine if you buy a Prius we transformer its name would will no longer be friends be Rubbishtron” First time riding in a prius #ThingsCountryFolksNeverSay #aintgotnoballs yeah I really love my prius PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  5. 5. KPIs: WHAT DOES POSITIVE LOOK LIKE?@cflicck whoa don’t be Driving on “E” just filled up on hatin I love my prius $26.00. Gotta love the Prius with racing stripes #BOOM I fcking LOVE my prius!!! #prius #toyota #hybrid #inlove #obsessed PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  6. 6. CRIMSON HEXAGON’S OPINION ANALYSIS How do consumers feel about the Toyota Prius? 52k relevant mentions mentions 62k total 10k irrelevant Positive Negative Neutral Off-Topic 34% 29% 49% 57% 17% 16%14% Using it Happy my hotel Slow and Why isnt it It should be free Neutral: Other Irrelevant: Off-topicI Want One Prius Drivers “Hippy” Neutral/other Good on it has Gas Not A Manly Car unreliable available? commentary PROPRIETARY & CONFIDENTIAL Are Annoying stereotypes commentary © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  7. 7. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.

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