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How to Use Social Media Audience Analysis for Marketing Success

Marketing success can feel elusive some days. And reaching target consumers can seem impossible in a sea of competitors with wider reach and extensive resources. But social media audience analysis levels the playing field, capturing key consumer insights that makes...

What Can Social Media Be Used For?

Social media is not only a whole new way for consumers to communicate and express themselves, it’s also a whole new way for corporations to conduct business. Sure, a corporation can have a Twitter account and a Facebook fan page, but that’s the obvious application....

Insightful New Case Study on Google+

What do consumers think of Google+, the new “social layer” from Google that’s the company’s answer to Facebook? Laura Lippay of How’s Your Pony? answers that question by using NetBase Insight Workbench to develop an in-depth case study of Google+. The case study...

Tips & Tricks for Identifying Alternative Brand Names

What’s in a name? That which we call a Bose may go by another name in a tweet. Think about it. Bose. If you were going to research consumers’ perceptions of this speaker manufacturer in Social Media, you would need to think about what possible names consumers might...

Silk Soymilk Netnography

De gustibus non est disputandum. The notion that you can’t win an argument about matters of taste has been around so long it’s a Latin maxim. And the theme charts for Silk Soymilk illustrate the point: Some consumers really like the product’s taste and consistency,...

Cricut Netnography

Crafters generally like the results they obtain with their Cricut machine and cartridges, but many find the device and add-ons expensive. A percentage of commenters also have buyer’s remorse: they swallow hard and buy the machine, which they consider expensive, then...

Seeking the Ideal Casual Dining Experience

Judging from consumers’ comments, all the casual dining restaurants we’ve analyzed can deliver good food and service. But they don’t do it consistently, and that leads to dissatisfied customers, poor word-of-mouth, tarnished brand image and a drop in return business....

Democratizing Market Research

I recently heard on NPR about an interesting book, The Man of Numbers, by Keith Devlin. Here’s a passage from the article about the book that caught my attention: “They recorded everything in good old Roman numerals and if they wanted calculations, they went down the...

iPad 2 Camera Netnography

Our netnography of the camera feature in the iPad 2 shows that consumers were looking forward to it and saw it as a reason to buy or upgrade. Unfortunately, once they got to use the cameras, many were disappointed with the feature because of the poor quality and...

Gender Ratio in Social Media Posts

At NetBase, we’ve begun studying the demographics of people who post on social media, and we’re excited about the promise of delivering new and valuable insights from this enhancement to our social media analysis. One of the first parameters we’re exploring is gender....

T.G.I. Friday’s Netnography

Today is Friday—What better day to post our netnography of T.G.I. Friday’s? More so than other restaurants in the casual dining segment, T.G.I. Friday’s wants to be known for its ambiance and vibe more than for its food. The company’s “brand promise” is “In Here it's...

Red Lobster Netnography

Red Lobster wants to be known for its high-quality, fresh seafood. But that’s not happening, judging from the sound bites in our netnography. Many people do like the food—it’s worth noting that the biscuits got more positive feedback than the seafood—yet many others...

Bing Netnography

Bing advertises itself as a “decision engine” rather than a search engine and claims to help users avoid “search overload syndrome.” Online consumers didn’t comment on that, but they do like Bing’s great home page photos and funny commercials (for the most part). On...

How to Spot Trends

Trend spotting is something I've often heard researchers say they want to do. In fact, if you're a futurist or a practitioner of the Lead User method, then trend spotting is a necessary part of what you do. I've got a few ideas for how to spot trends that leverage...

Applebee’s Netnography

To write this netnography, we analyzed thousands of posts from consumers about Applebee’s and identified the top positive and negative themes. The large-scale analysis is performed by a natural language processing (NLP) engine, then refined by human sampling....

Outback Steakhouse Netnography

An Australian-themed steakhouse restaurant, Outback Steakhouse says on its website that “The Company’s strategy is to differentiate its restaurants by emphasizing consistently high-quality food and service, generous portions at moderate prices and a casual atmosphere...

What Difference Does Readability Make?

A wide range of individuals contribute to social media, and they write in a wide range of styles. Does it matter how hard or easy it is to understand what they write? You can easily score the readability of online text, but how is that information useful? Would you do...