When shoppers go into the grocery store, do they intend to buy Oreos? How do consumers feel when they bring home Oreos that were not on their original shopping list? This social media analysis of purchase intent and Oreo illustrates how social listening brings companies closer to their consumers through understanding their behaviors and motivations and by measuring the effects of branding, marketing, and advertising activities.

1. Consumer Life Cycle
01.01.13 – 10.10.13
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2. Summary
Our analysts used ForSight™ to organize the social conversation via the consumer
life cycle model.
QUICK HITS
Pre-Purchase/Response to Advertising (including ads that drive purchase intent)
Purchase Intent or In Store Purchasing Behavior
8,284,467
TOTAL
Not Purchasing
Mentions
Lifecasting (discussions during the act of eating Oreos)
Regrets to either purchasing Oreos or not purchasing Oreos
93% of consumers express opinions during the pre-purchase (ad reactions) and
post-purchase (lifecasting) phases.
7,535,435
When focused on the consumer purchase discussion 14% of consumers are
discussing their reasons for In Store Purchases. Some of those are:
RELEVANT Mentions
POSTS
In store placement of Oreos
30% Pre-Purchase
4% Purchase
63% Lifecasting
3% Regrets
CATEGORY
BREAKDOWN
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Oreos’ packaging
Seasonal Flavors
Responses to Advertising or Celebrity Endorsements
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3. Volume
DEEP DIVE REPORT 01.01.13 – 10.10.13
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4. Twitter Metrics
DEEP DIVE REPORT 01.01.13 – 10.10.13
Top Mentions
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Top Re-Tweets
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Top Hashtags
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5. CONSUMER LIFE CYCLE
DEEP DIVE REPORT 01.01.13 – 10.10.13
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6. PURCHASE CONVERSATION
DEEP DIVE REPORT 01.01.13 – 10.10.13
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7. DRIVERS OF IN STORE PURCHASES
DEEP DIVE REPORT 01.01.13 – 10.10.13
Product
Placement
Product
Conversatio
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Topics
Mentions of
Retailers
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Response to
Advertisements
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8. DRIVERS OF IN STORE PURCHASES
DEEP DIVE REPORT 01.01.13 – 10.10.13
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9. AUTHORS
DEEP DIVE REPORT 01.01.13 – 10.10.13
9.8 BB Possible Impressions
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10. DEMOGRAPHICS
DEEP DIVE REPORT 01.01.13 – 10.10.13
Tweet Distribution Per Capita
Ireland 6,508 posts per million
New York 8,548 ppm
USA 5,095 ppm
Nevada 7,193 ppm
40%
60%
UK 4,143 ppm
Massachusetts 6,756 ppm
Male
Female
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GENDER
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11. CONCLUSION
DEEP DIVE REPORT 01.01.13 – 10.10.13
Using ForSight™ companies can measure consumer in-store
purchase behavior and understand the drivers of those purchases
to optimize:
•Packaging
•Marketing/Advertising
•Product Placement
•General Merchandising Strategy
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12. METHODOLOGY
DEEP DIVE REPORT 01.01.13 – 10.10.13
Keywords:
Oreo OR Oreos
We view social media as the largest data set of unsolicited
consumer opinions and the only data set that provides “in the
moment” in-store consumer decision context. Crimson Hexagon
used our patented human-assisted, machine-learning ForSight™
platform to organize social media data to segment and
understand the consumer conversation.
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13. CRIMSON HEXAGON
Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for
global corporations. Fast Company named Crimson Hexagon one of the
Top 10 Most Innovative Companies on the Web. Powered by patented
technology developed at Harvard University’s Institute for Quantitative
Social Science, the Crimson Hexagon ForSight™ platform delivers the
industry’s most comprehensive Big Data analysis capabilities for a
variety of large-scale data sources. Clients include leading global
organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon
& Schuster, Twitter, and many more. For more information go to:
http://www.crimsonhexagon.com
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14. Learn More About Crimson Hexagon’s
ForSight ™ Platform
Click Here for An Introduction To
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