This weekend, it’s all about burgers and beer, hotdogs, watermelon, and where you buy them. Just in time for Memorial Day, we’re introducing our Brand Passion Index. The Index uses our ConsumerBase tool to analyze consumer passion for brands in various categories. Each month, we’ll come up with something fun and publish the results on the NetBase blog.
Since Memorial Day is the official start to the barbequing and picnic season, the Index looked at the source of all that fun — grocery stores. According to the Index, the most loved store with the highest emotional involvement is Costco, closely followed by Whole Foods. Walmart is the most hated of all the brands analyzed. Consumers are dispassionate about Safeway and Kroger, they merely like them.
In this graphic, the amount of sentiment and chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the intensity of passion.
Here are some sample verbatim surfaced in ConsumerBase:
“I love Costco like most everyone else, I stock up on the same host of essentials at Costco-dog food, toilet paper, paper towels, nutrigrain bars (my girls love ‘em), diet coke (’cause I’m a diet coke whore), baby wipes and pull-ups for my youngest, great toys and supplies for the holidays, camera memory sticks, and DVDs, especially Disney ones.”
“As much as I hate Walmart, when it comes down to it, there is nowhere else in this town to buy half of the things I need, and I’m certainly not going to spend the gas money to drive down to Dayton to buy what I want.”
“One Sunday in March 2010 was just another ordinary day to shop at Walmart (Believe me, I hate it.) in Washington Township, New Jersey – people were grocery-shopping in the supercenter, kids were throwing their usual tantrums in hopes for gaining toys, and teens do their pranks there.”
To generate the Index, ConsumerBase reads online conversations and extracts the meaning from those conversations, capturing the intensity of emotions that consumers express about a brand. The combination of passion level and amount of chatter determines the involvement level. For more about ConsumerBase, click here.
Next up: June and Father’s Day fun.