Social Listening and Primary Research for a Car Modding Parts Manufacturer

SOLUTION

SG Analytics’ team leveraged a combination of analytics and primary research methodologies to provide a holistic view of the client’s brand perception by end-consumers. We divided the problem into the following three major parts:

• PRIMARY RESEARCH AND SURVEY DATA INTEGRATION:
• SG Analytics engaged with the marketing and consumer insights group of the client to develop a survey aiming to understand whether the consumers’ requirements or perception of the overall industry had changed.
• The survey was rolled out leveraging a CAWI methodology and targeting/retargeting tools that focused on consumers who had previously indicated interest in car tuning.
• Our team integrated the survey data with Tableau using the Web Data Connector functionality to provide real-time updates on the dashboard.
• SOCIAL MEDIA DATA CONSOLIDATION:
• Using natural language processing and text mining techniques, our data scientists analyzed conversations across social media channels and conducted a sentiment analysis to gauge consumer satisfaction and sentiment of relevant end-customers who had bought car tuning parts either from the client or one of its competitors.
• REPORTING AND DASHBOARD BUILDING:
• SG Analytics developed a combined dashboard to demonstrate the research and analytics results in a structured and actionable manner. The dashboard showcased relevant key metrics including industry and brand sentiment as well as various other metrics gathered from the survey.
• Benchmarking the client against its competitors, SG Analytics also modeled a social reputation score (relative, absolute)

Value Delivered

• SG Analytics provided the client with a detailed understanding of its brand’s reputation and consumer’s perception of the overall industry.
• SG Analytics provided the client with a detailed understanding of its brand’s reputation and consumer’s perception of the overall industry.