FSMU Presentation - What people are saying about restaurants
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Conversational research analyzes open conversations online to gain insights about brands, topics, and consumer behavior. It differs from traditional surveys in that it looks at natural discussions rather than answering predetermined questions. The analysis identifies common topics, behavioral triggers, and sentiment toward brands. Insights found include that people prioritize good food over health claims, most online conversations are positive, customer service issues are common complaints, and topics like food quality and prices are regularly discussed across restaurant brands. Location-specific data can also provide insights about local communities.
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FSMU Presentation - What people are saying about restaurants
- 2. WHY CONVERSATIONAL RESEARCH ✦What Can It Tell Us? ✦How Do You Do It? ✦How Is It Different?
- 3. HOW IS IT DIFFERENT Conversation Report The Social Habit Anyone posting to a public 3,000 Americans 12-and-over conversation point Inclusive of anyone; filtered to U.S.- Representative Sample of U.S. based users and conversations population Conversations analyzed independent Audience surveyed by a marketing of audience knowledge professional Open input from audience; No Answers to pre-determined questions questions asked All conversations publicly indexed for Opinions and answers taken as a a 365-day period snapshot in time
- 4. WHY? The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research. - Joan Lewis, Global Consumer & Market Knowledge Officer Proctor & Gamble
- 5. METHODOLOGY ✦Find Restaurant Conversations ✦Discover Common Topics ✦Reanalyze The Topics Without Brand Delineation ✦Ask “What do people say when ...”
- 6. WHAT WE INVESTIGATE Brands Topics Behavioral Triggers
- 10. BRANDS
- 11. BRAND PASSION INDEX Restaurant Passion Index - When They Want The Brand Like Zaxby's Love Jason's Deli Sea$le's(Best( Buca Di Beppo Panera Bread Qdoba Olive Garden Subway Chipotle Fazoli's Five Guys Caribou Coffee Firehouse Subs Starbucks Taco Bell ((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Dunkin Donuts Sentiment Range Macaroni Grill Wendy's KFC Pizza Hut Chick-Fil-A Papa John's Burger King Baja Fresh Domino's Pizza McDonald's Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 12. BRAND PASSION INDEX Restaurant Passion Index - Overall Conversations Like Buca Di Beppo Love Sea+le's(Best( Zaxby's Caribou Coffee Panera Bread Olive Garden Popeye's( Naked Pizza Firehouse Subs Baja Fresh Jason's Deli Macaroni Grill Chipotle ((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Starbucks Fazoli's Subway Sentiment Range Dunkin Donuts Five Guys Pizza Hut Taco Bell Wendy's KFC Papa John's Chick-Fil-A Domino's Pizza McDonald's Burger King Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 13. BURGER BPI Restaurant Passion Index - Burger Category Like Love ++++++++++++++++++++++++!!!!!!!!!!!Sen-ment!Range! Sentiment Range Five Guys Wendy's McDonald's+ Burger King Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 14. CHICKEN BPI Restaurant Passion Index - Chicken Category Like Love Zaxby's Popeye's( ((((((((((((((((((((((((!!!!!!!!!!!Sen-ment!Range! Sentiment Range Chick-Fil-A KFC Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 15. SUB/SANDWICH BPI Restaurant Passion Index - Subs & Sandwich Category Like Love Panera Bread Jason's Deli Firehouse Subs !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Subway Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 16. PIZZA BPI Restaurant Passion Index - Pizza Category Naked Pizza Like Love !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Pizza Hut Papa John's Domino's Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 17. ITALIAN BPI Restaurant Passion Index - Italian Category Like Love Buca Di Beppo !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range Macaroni Grill Olive Garden Fazoli's Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 18. MEXICAN/SOUTHWEST BPI Restaurant Passion Index - Mexican/Southwest Category Like Love !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Baja Fresh Sentiment Range Chipotle Qdoba Taco Bell Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 19. COFFEE SHOP BPI Restaurant Passion Index - Coffee Shop Category Like Seattle's Best Love Caribou Coffee !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Starbucks Sentiment Range Dunkin' Donuts Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 20. BRANDS
- 21. BRANDS
- 22. BRANDS
- 23. BRANDS
- 24. OFFLINE VS. ONLINE Online Conversations Storefront Conversations
- 25. STOREFRONT
- 26. VENUERANK Rank Loca(on Restaurant Brand Type #1 Omaha NE Mexican Qdoba #2 Fort Worth TX Coffee Starbucks #3 Miami Beach FL Pizza Naked Pizza #4 Las Vegas NV Italian Macaroni Grill #5 New York NY Burger 5 Guys Burger and Fries
- 28. COMMUNITY SIZE
- 30. VENUE-BASED INSIGHTS ✦ The more local the strategy, the better the scores ✦ Women comment more than men, but in these brands, not overall ✦ Themes (food quality, service, health) matched ✦ Taxonomy in-store is different ✦ Social Network conversations or comments are very different than review sites ✦ Niche verticals (Italian, etc.) produce a higher degree of older participants
- 31. TOPICS
- 32. TOPICS Restaurant Topic Comparison Like Love FOOD HEALTH !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen-ment!Range! Sentiment Range PRICE ADVERTISEMENTS SERVICE Dislike Hate Passion Intensity !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
- 33. INSIGHTS ✦ People pay lip-service to health, but want good food, fast
- 34. INSIGHTS ✦ People pay lip-service to health, but want good food, fast
- 35. INSIGHTS ✦ People pay lip-service to health, but want good food, fast ✦ Don’t be afraid ... most online conversations are positive ✦ Customer service is an easy point of contention ... deal with it ✦ PR “nightmares” are passing moments ✦ Twitter is a major source of conversation ... but the fleeting kind ✦ There’s no such thing as “casual” “fast casual” “quick- service” in consumer mindset
- 36. CONVERSATIONREPORT.COM Sign Up For Report News May Buy Today In Person Need 12-16 Interviews @JasonFalls Offer custom research Damn Handsome socialmediaexplorer.com