The client wanted to create new categories in the fashion styling space, by understanding customer preferences in adjacent categories.
Our client leveraged social media data from multiple sources. However, each source had a different format. Also, the client had to handle significant unstructured data comprising of relevant customer reviews and feedback.
Benefits & outcomes of our engagement
Identified new product concepts in the personal grooming space that had a high sentiment score (tweets, retweets, posts, etc.)
Assessed the intent to purchase, perception, imagery and consideration towards a hypothetical set of new product concepts
Built an ongoing tracker that consolidates social media data-based user sentiments with online panel- based brand imagery
Step1 - SGA’s web scraping module
SGA’s social media analysts used python-based web-scraping algorithms to extract unstructured data such as product reviews, comments, engagement and posts on social media forums
Arrived at key social media KPIS using topic analysis, keyword search, taxonomy, word cloud, network analysis, word frequency and association
Step 2 - Online panel setup & recruitment
SGA’s research experts set up an online community
Identified target segment respondents across relevant markets (Singapore, Thailand, Indonesia)
Conducted opinion poll and qualitative surveys for concept testing
Assigned activities to online panel participants including uploading style statements, selfies, favorite variant, etc.
Step 3 - BI visualization
Integrated data from online panel and social media to report key metrics like brand sentiment, social media reputation score, intent To purchase, brand consideration, etc.
Published visualization dashboard on Tableau server with per hour refresh that gave business stakeholders a holistic overview of their customer’s voice