1. www.empowerresearch.com
Mom Index on Purchase Intention
A Social Media Analysis on U.S. Moms for Q1-Q2, 2011
y ,
Anupama Muraleedharan
Senior Manager - InnoLabs, EmPower Research
EmPower Research11, 2011
Monday, July LLC. All Rights Reserved. Listen. Learn. EmPower Listen. Learn. EmPower
1

2. BACKGROUND
Moms are increasingly becoming vocal on blogs, forums, and other social media channels. They are
discussing, exchanging views, and influencing others on a wide range of topics- diapers, food
habits, wellness, schooling, cartoons, clothes, footwear, anything and everything that a mom is concerned
about.
EmPower Research's Mom Index for Purchase Intention (MIPI) uses social media conversations to determine
purchase intention of moms for a given product category and associated brands. Unlike other awareness-
driven indices and trackers, MIPI is unique as it helps brand managers and marketers to regularly gauge
purchase decision behavior of moms.
EmPower Research’s InnoLabs team studied social media conversations of moms in the U.S. region for the
period Jan-Jun 2011 to build a Purchase Intention Index for different categories and brands. This report
contains purchase intention index for select categories and does not cover entire universe of mom’s
conversations.
This is an independent research conducted by EmPower Research. The data presented here is real.
EmPower Research acknowledges that product brands and trademarks mentioned in this report belong to their respective owners, and have been used
here for the sole purpose of presenting social media conversations about them.
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 2

3. Share of Voice and Purchase Intention for Juice in Q1
Overall, the Share of voice and Purchase Intent follow a similar pattern. However, in this
quarter, Tropicana had a higher Share of Voice but a lower PI index due to the negative
sentiment generated as it offered lesser quantity in the same package.
SHARE OF VOICE PURCHASE INTENTION INDEX
Negative
Positive 145
127
114
33%
24% 59 55
18% 18%
9%
Juicy Juice Minute Maid Tropicana V8 Juice Welch Juicy Juice Minute Maid Tropicana V8 Juice Welch
“when I delivered my baby girl, the pedi at the hospital gave me a great idea. it can be hard to cut out soda for families that drink it.
while we don't do sodas in my home, apple and orange juice were big hits. the only fruit juice anyone liked was Tropicana juices”
“Are you g
y getting less cups of oj from that carton of Tropicana these days? With unemployment still high, companies in recent months
g p j p y p y g p
have tried to camouflage price increases by selling their products in tiny and tinier packages”
“Minute Maid definitely didn't taste like orange juice....it has a strange odour...and lacks the Citrus in it...”
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 3

4. Trends in Juice category: Q1 vs. Q2
Juicy Juice tops in PI Index on both quarters. Tropicana's negative sentiment drove SoV in
the first quarter. V8 V Fusion launch increased the PI Index for this brand in the second
quarter although SoV decreased.
SHARE OF VOICE PURCHASE INTENTION INDEX
Negative 160
Positive 145
127
114 120
90
33% 33% 65 65
59 55
24% 22% 24%
18% 18%
10% 9% 11%
Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2
Juicy Juice Minute Maid Tropicana V8 Juice Welch Juicy Juice Minute Maid Tropicana V8 Juice Welch
“Get in the habit of drinking low sodium V8 juice for a huge Hot Cocoa K-Cups potassium boost “
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 4

5. Share of Voice and Purchase Intention for Soup in Q1
Overall, the Share of Voice and Purchase Intent follow a similar pattern in this quarter.
Campbell tops in SoV and PI Index followed by Progresso.
SHARE OF VOICE PURCHASE INTENTION INDEX
Negative
257
Positive
51%
70 74
20% 56
42
9% 11% 9%
Amy's Campbell Healthy Heinz Progresso Amy's Campbell Healthy Heinz Progresso
Choice Choice
““Amy's is certainly superior in taste and nutritional value “
“Campbell's is a trusted maker of soups and I have been eating their products since I was a child.”
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 5

6. Trends in Soup category: Q1 vs. Q2
Amy’s PI Index shows a decreasing trend due to its salty taste and consumers are
unhappy about Amy’s doing nothing about it. Progresso’s “Progresso Souper You Debut
contest 2011“ event contributed slight increase in SoV and huge increase in PI Index.
SHARE OF VOICE PURCHASE INTENTION INDEX
Negative
Positive 43%
257
200
51%
21%
120
10% 20% 74
9% 42 27
Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2
Amy's Campbell Progresso Amy's Campbell Progresso
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 6

7. Why EmPower Research’s Mom Index?
• It gives marketers an improved and more powerful metric than Share of Voice, allowing them to discover
p
purchase intentions amongst the target segment
g g g
• As moms' purchase behavior is complex, marketers need to pay attention on an on-going basis. Mom Index for
Purchase Intention is a periodic index that gives insights on a continuous basis
• Category associations of a brand can be a purchase driver. The Mom Index helps marketers to identify
dependencies and purchase drivers that are challenging to identify otherwise
• The index can be customized to suit client needs. Therefore, it can be much more relevant, insightful and
effective compared to off-the-shelf indices
Write to us at sales@empowerresearch.com to know more.
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 7

8. www.empowerresearch.com
Retail/CPG Advertising Communications/ High Tech/ Pharmaceuticals Financial
Public Relations Telecom Health Care Services
Corporate Headquarters
EmPower Research LLC
404 East 79th Street
Suite 16E
New York, NY 10075
Tel : +1 646 435 0030
Fax : +1 646 472 5806
Global Research Center
Disclaimer: The data presented in this presentation is collected
from publically available resources. EmPower Research doesn’t
EmPower Research Knowledge Services Pvt. Ltd. take any responsibility on the authenticity of the data disclosed
Ozone Manay Tech Park in this presentation and outcomes of decisions taken based on
3rd floor, Block B such data by the recipient of this presentation.
Kudlu Gate, Hosur Road
Bangalore 560 068
Tel : +91 80 4020 5300
Fax : +91 80 4169 8306
EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower Listen. Learn. EmPower 8