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:
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.
Lisa Joy Rosner
The Brand Passion Index, other cool ConsumerBase insights, and thoughts on understanding the social media universe from Lisa Joy Rosner, NetBase CMO.
Lisa Joy, looks useful.
Are you familiar with animated bubble charts, pioneered by Gapminder and now available most visibly (sorry) through the Google Visualization API? See http://code.google.com/apis/visualization/documentation/gallery/motionchart.html . It would be cool if you could add a time dimension to your chart with animation to show change in the Brand Passion Index over time.
Thanks for the tip Seth, I will check it out! We should connect again, I really want to show you the tool in action. I hope all is well.
Thanks Seth. Yes, I am familiar with it for many years. It’s a great example of showing the time dimension in a bubble chart. Stay tuned …
[...] are more passionate about that love than they are for any other supermarket in the US, according to the newly launched NetBase Brand Passion Index, which measures the intensity of consumer passion [...]
[...] that we debuted the Brand Passion Index…and in fact, it was a year ago tomorrow that our first BPI on grocery store shopping for Memorial Day hit my blog. Memorial Day is always cause for me to [...]