Slides from Churnbar Supermarket Tracker Launch event, July 6th, 2012

1. Supermarket Tracker.
Presentation of Results from
May & June 2012
© Churnbar 2012 06/07/2012

2. Background
• Social Media Searches for Asda, Morrisons,
Sainsburys, Tesco, and Waitrose
• From 1st May to 30th June.
• Total volume
• Sentiment Analysis
• Topic Models
• Named Entity Extraction.
© Churnbar 2012 06/07/2012

3. Total Volume
2500
Asda
Sainsburys
Tesco
Waitrose
2000 Morrisons
1500
Frequency
1000
500
0
04/28 05/05 05/12 05/19 05/26 06/02 06/09 06/16 06/23 06/30 07/07
Month-Day
© Churnbar 2012 06/07/2012

4. Sentiment.
0.8
Asda
Sainsburys
0.6
Tesco
Waitrose
Morrisons
0.4
0.2
Frequency
0
-0.2
-0.4
-0.6
04/28 05/05 05/12 05/19 05/26 06/02 06/09 06/16 06/23 06/30 07/07
Month-Day
© Churnbar 2012 06/07/2012

5. Topic Models.
First topic for each store:
• Asda: topic #0: "smell" ,"worth" ,"hair" ,"zayn:" ,"louis:"
,"harry:" ,"because" ,"like?""" ,"shampoo.""" ,"does“
• Morrisons: topic #1: "description" ,"no" ,"i" ,"have" ,"i'm"
,"but" ,"@" ,"they" ,"my" ,"what"
• Sainsburys: topic #0: "&" ,"follow" ,"£100" ,"vouchers"
,"win" ,"#win" ,"celebrate" ,"discount" ,"voucher" ,"code“
• Tesco: topic #0: "voucher." ,"claim" ,"left." ,"few" ,"free"
,"only" ,"your" ,"£175" ,"£175" ,"gift"
• Waitrose: topic #0: "#waitrose20" ,"share" ,"items"
,"british" ,"i'd" ,"jubilee" ,"best" ,"my" ,"with" ,"@waitrose"
© Churnbar 2012 06/07/2012

6. Named Entities
• Top 5 other Mentions:
– Asda: Harry, Louis, Zayn, Apple Zayn, United.
– Morrisons: Comment, Miller, Tree seal, Petrol,
Sainsbury.
– Sainsbury’s: Cheaper, Cash, Faster, Flexible
Payments, No Credit Check
– Tesco: A1A, Comment, A2A, AaA, British, Amazon
– Waitrose: British, waitrose20, Greek, Duchy
Originals, Try Waitrose.
© Churnbar 2012 06/07/2012

7. Conclusions
• Tesco remains least-liked.
• Asda least patriotic – due to American
ownership?
• People don’t mention Brands (Duchy Originals
offer).
• Sainsburys – more mentions from Finance
arm?
© Churnbar 2012 06/07/2012

8. Nigel Legg.
enquiries@churnbar.com
07722 652866
© Churnbar 2012 06/07/2012