Behavioral Intelligence from Big Data. Predictive insights about Market using Twitter. A new way to approach marketing research. Get powerful insights quickly on the market and the consumers from Twitter.

1. MARKET RESEARCH WITH
TWITTER
Understanding the ‘Coffee Consumers’
through Behavioral intelligence
Sankar Nagarajan
TEXTIENT Analytics

2. Surveying Public Opinion in
the market about Coffee can
be a Headache
• Traditional Market Research Takes time
• It’s expensive
• With the digital connect, Consumer
Perceptions keep changing which is
difficult to sample.
Twitter has active consumer
conversations about ‘Coffee’
at any time.
Tweets are ‘Tiny chunks’ of
Opinion
Photo credit: Brandon Koger flickR

3. Twitter provides a new way to
approach Market Research.
New form of Human data stream. Think of
market insights in an ongoing manner!

4. Behavioural Analytics on twitter data
can reveal interesting ‘Market’ Insights
TEXTIENT Provides Consumer Behavioural insights in an Economic manner
Affective
Influence
Consumer
Experience
Consumer
Desires
Consumer
Perceptions
Consumer
Persona
Consumer
Motivation

5. Predicting the Market Pulse of Coffee
Predictive Analytics
Sample Analysis

6. Dataset for Predictive
Analytics
‘Refined’ Tweets from the hashtag
#coffee
Dataset

7. Prediction Consumer’s (Affective) Experience
What’s the Customer feelings of Coffee?
Dominant Feeling: Joy power
Cues: Customers are happy,
satisfied and have an affectionate
feelings
Positive feelings resonate with
consumers and drives the brand
impact
Joy indicates consumer Cheer and
Happiness
Cheerfulness, Contentment, Affection

8. Prediction Consumer Experience Context - Topics
What are the customer saying? What’s on top of their mind?
Context of the Feelings behind Joy
power

9. Evaluation Consumer Feelings – Affective Influence
Affective Influence - Joy
power
Consumers are experiencing happiness, satisfaction and pleasure. This means there is a good opportunity to
capitalize on this and further turn the relationships to move towards the axis of Love (Service affiliation) or Pride
(product ownership).
Joy/ Approach also indicates that consumers would influence / refer your business to others. Which you can
leverage.
Pride
Joy (Pleasure/Approach)
Love (Affiliation)
Shame/Submission
power
love
Affective Influence

10. Prediction Consumer Desires of Coffee
• Quality & Reliability
(e.g. Aroma, Taste)
• Authenticity
• ‘Familiar’
Brand/Product
• Explores / Discovers new
experiences
• Seeks Convenience
(Product and service aspects)
• Have Fun with others.
Socially active
What are the top consumer desires / preferences ?
• Based on Positive feelings
Compare this prediction with this consumer article
dt. Jan 2015: http://goo.gl/XQRDKv

11. Prediction Consumer Desirability Map of Coffee
• Based on Positive feelings
Emotional loading of desirability
84%
80%
New and Upcoming Coffee
Brands/ Products/ Taste
Excitement, fun, Social values
Mature & Established Coffee
Brands/Products/ taste
There seems to be a good scope for new &
growing brands that offer excitement, fun and
social values to consumers while maintaining
authenticity and quality.

12. Prediction Consumer Perceptions of Coffee
• Based on Positive feelings
Refer Slide#6: Themes for correlation
71%
Feelings: Soft/ Gentle/SweetEmotional
Social
Energy: Strong/ Robust
90%44%
Latte ,Cappuccino,
Hazelnut, Frappuccino,
Iced Americano
80%
Familiar Environment:
Mornings/Breakfast, Feel
@home, @Starbucks?
e.g.: Starbucks brewed at home ... I have officially crossed over to the dark
side. #Starbucks #coffee
e.g.: #starbucks I #crave ur #frappuccino
#coffee so early in the morning, it must be love
💋❤,
1.Environment that Makes them Feel at Home.
2. ‘Feminine’ concoctions that evokes softer and gentle feelings .

13. Prediction Coffee Consumer Motivations
• Beliefs around traditional aspects (Brand,
Flavour, Taste). But Ready for new
experiences.
• Intrinsic interests in ‘unique and
distinctive' tastes, New and Fresh
• Believes in freedom of choice and uniqueness
• Seeks pleasant arousal and self gratification
(Enjoying Life)
• Cares for the self and well being
What are the top consumer Motivations?
• Based on Positive feelings
Motivations Underlie consumer
attitudes. They are the basis for
evaluations

14. Prediction Coffee Consumer Persona
Organised , Spontaneous
& Mannerly
Ambitious & Alert
Mild tempered, Relaxed,
Tireless
Logical, Disciplined
Traditional But
sophisticated
Fast paced and Friendly
What’s the Coffee consumer persona looking like?
Persona dimensions
suggests the profile of
‘Millennial’ consumers

15. Research time How long did it take for this Analytics?
• ONE DAY
• We are automating this analysis including Consumer
Demographics to provide insights in under an hour!
• Market pulse can be daily, weekly or
monthly depending on data flowing!

16. Applications
• Coffee business Product Strategy
• Marketing, Campaign planning
• Business development
• Consumer relationship management

17. Digital text data from
varied touch-points
Your Private digital
consumer text data
Behavioral Intelligence
* Affect, Psychology, Cognitive
TEXTIENT
Platform
Analysis
Data Science
Cloud
computing
Analytics
/Report
TEXTIENT Predictive Behavioural Analytics
Instagram
OR
Monitoring
& Analytics
Feeds Historical

18. THANK YOU!
@_textient
www.textient.com

19. Flickr photo credits
@rsseattle
Matthew Hamm
ITU Pictures