Who wakes up early? How does your job affect how you feel in the morning? What do we crave for breakfast? Using the example of morning routines, this talk will show how Brandwatch can be used to understand consumer habits, highlighting research opportunities and implications for brands.

1. Wake up happy
Consumer habits and what we can learn from them
EDWARD CROOK / BRANDWATCH RESEARCH SERVICES

2. BRANDWATCH.COM
What we’ll cover
Insights from the Brandwatch Research team. All analysis conducted using Brandwatch Analytics.
• Scheduling content and understanding your audience
• Going beyond sentiment analysis
• Mapping attributes in your industry

3. Waking up
BRANDWATCH.COM

4. When are we waking up?
BRANDWATCH.COM
• US tweets around waking up
(first person, present tense).
• Time zones taken into
account.
• Mon-Fri: first peak at 7am.
• Sat-Sun: peaks at 9-10am.
• Net sentiment lowest before
7am.
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
MentionFrequency(%)
Time (minutes)
60 per. Mov. Avg. (Negative)
60 per. Mov. Avg. (Neutral)
60 per. Mov. Avg. (Positive)

5. How do we feel?
BRANDWATCH.COM
-1.7
0.2
-10
-5
0
5
10
Male Female
%CATEGORIZEDMENTIONS
AUTHOR GENDER
WAKING UP SENTIMENT BY AUTHOR
GENDER
Positive Negative Net Sentiment
-10
-5
0
5
10
Sales/Marketing/PR
Teacher&Lecturer
Journalist
Softwaredeveloper&IT
Sportpersons&Trainer
Artist
Executive
Student
Legal
Healthpractitioner
Scientist&Researcher
Politician
%CATEGORIZEDMENTIONS
AUTHOR GENDER
WAKING UP SENTIMENT BY AUTHOR PROFESSION
Positive Negative Net Sentiment
• Female authors are more upbeat in the mornings.
• Politicians, scientists and researchers are the most pessimistic around waking up.

6. BRANDWATCH.COM
So what / now what?
• Scheduling: Brandwatch Analytics to track online
discussion (Twitter and beyond) over an average
day/week. When should your social care team be
online? Is your team aligned with customer
demand?
• Content: how do your customers feel and how
does this change over time? Which tone will best
resonate with your audience at various points
during the day?

7. Author experience
BRANDWATCH.COM

8. When I wake up…
BRANDWATCH.COM
Negative
Neutral
Positive
Automated sentiment is
not always useful

9. When I wake up…
BRANDWATCH.COM
Negative
Neutral
Positive
Do / have
Want
Feel
Do / have
Want
Feel
Do / have
Want
Feel

10. When I wake up…
BRANDWATCH.COM
Negative
Neutral
Positive
Do / have
Want
Feel
Do / have
Want
Feel
Do / have
Want
Feel

11. When I wake up…
BRANDWATCH.COM
NeutralManually Coded
Random Sample

12. When I wake up…
BRANDWATCH.COM
Shopping Neutral
TWITTER
“Get dressed, have
breakfast and then get to
go shopping :D. ”
FORUM
“When I wake up I have to
rush to h&m in the morning
to buy a T-shirt because
I’m that disorganized…”

13. When I wake up…
BRANDWATCH.COM
Wellbeing Neutral
BLOG
“I take the medication with
aloe water before bed and
I am starting to feel better
in the mornings…”
FORUM
“The pain kicks in and I
need more encouragement
to start my morning
routine. ”

14. When I wake up…
BRANDWATCH.COM
Hunger Neutral
TWITTER
“I’m going to make the
world’s best pancakes! ”
TWITTER
“Why does no one do
breakfast delivery in my
area? ”

15. BRANDWATCH.COM
So what / now what?
• Beyond sentiment: consider category options
beyond positive/neutral/negative. Random
samples can provide more granular consumer
insight.
• Semi-structured: rather than a purely top-down
approach, allow some topics/categories to
emerge organically from the data.

16. What’s for
Breakfast?
BRANDWATCH.COM

17. Who’s having what?
BRANDWATCH.COM
• Baked goods, meats and eggs the most mentioned products.
• Eggs and meats the most male-skewed products. Fruits and yogurts have the largest
female skew.
(2,679,519 mentions, Jan 2014 – April 2016, gender calculated for full data set based on Twitter gender ratios).
0
10
20
30
40
50
Baked goods Meats Eggs Cereals Fruits Yogurts No Breakfast Shakes
%TOTALBREAKFAST
NARRATIVES
BREAKFAST FOODS
BREAKFAST FOOD DISCUSSION VOLUMES
Male
Female

18. Breakfast set up
BRANDWATCH.COM
HEAVY
LIGHT
UNHEALTHY
HEALTHY
MEAGER
HEARTYINDULGENT
CONTROLLE
D
• Query to capture all first
person breakfast
narratives in the US, back
to 2014.
• Rules and categories for
common food types and
attitude dichotomies.
• Data exports ‘normalized’
(0,0 in grid represents the
mean average).

19. Breakfast attitudes 2014-2015
BRANDWATCH.COM
Baked Goods
Meats
Eggs
Cereals
Fruits
Yogurts
No Breakfast
April 2014 – March 2015
HEAVY
LIGHT
UNHEALTHY
HEALTHY
“ Just had a massive
breakfast. Eggs, bacon,
toast, coffee, jam. I’m going
to be massive… ”
Twitter
“ Favorite to-go breakfast:
Smoked haddock fillet with
2 poached or boiled eggs
and spinach, and half a
grapefruit. ”
Forum
(1,620,593 mentions, April 2014 – March 2015)

20. BRANDWATCH.COM
Baked Goods
Meats
Eggs
Cereals
Fruits
Yogurts
No Breakfast
April 2015 – March 2016
Breakfast attitudes 2015-2016
HEAVY
LIGHT
UNHEALTHY
HEALTHY
• Baked goods considered
more indulgent but still
popular.
• Cereals considered less
healthy and less of a
talking point.
• Yogurt more strongly
differentiated as a light
option.
(1,648,904 mentions, April 2015 – March 2016)

21. BRANDWATCH.COM
So what / now what?
• Categories: map brands or products
dichotomies. Understand where you sit relative
to competitors.
• Opportunities: spot potential gaps in the
market.
• Detractors: locate rejecters (“no breakfast”)
and assess whether/how they might be
converted.
• Trends: map categories over time to
understand how attitudes evolve and anticipate
future trends.

22. Email edwardc@brandwatch.com
Office (001) 347 586 5158
Twitter @ed_crook
Edward Crook
Brandwatch Research Services
BRANDWATCH.COM