Know your Audience: Learning Panel Research Techniques with Brandwatch Data
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The first half of this session will focus on building consumer panels, proving a how-to with tips and tricks from the Brandwatch Research team. After this, we’ll dive into a practical example of audience research focusing on the US Whiskey industry.
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Know your Audience: Learning Panel Research Techniques with Brandwatch Data
- 1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON F Know Your Audience Panel research techniques with Brandwatch data
- 2. #NYKCON F PART 1 • What is Audiences? • Why Audiences? • Live demo PART 2 • Case study: Whiskey Drinkers Agenda
- 4. #NYKCON F Discover a new target audience • New segments of opportunity • Compare new segment with an existing segment Learn more about an Engaged Audience • What other subjects/brands interest consumers • How does your audience profile differ from competitors Deep dive into the consumer journey • Determine key brand moments in the consumer journey • What is the consumer mindset during this time Why Audiences
- 5. #NYKCON F Discover a new target audience • New segments of opportunity • Compare new segment with an existing segment Learn more about an Engaged Audience • What other subjects/brands interest consumers • How does your audience profile differ from competitors Deep dive into the consumer journey • Determine key brand moments in the consumer journey • What is the consumer mindset during this time Why Audiences 1 2 3
- 6. Whiskey Drinkers Brandwatch consumer insights
- 7. #NYKCON F Research questions • Who is drinking whiskey? • Who are my consumers and what do they care about? • What narratives are likely to resonate with my audience? • When should I be sharing content online? Data parameters • Panel of self-identified ‘Whiskey enthusiasts’ on Twitter, compared to casual drinkers of whiskey and other spirits • Data collected via Brandwatch Analytics (January – December 2016) • English language only, from the US Overview
- 9. #NYKCON F Strong ties to US, male executives 55% of US authors to mention whiskey were male. Among US enthusiasts this share grows to 72%. Lower interest among students. -30 -25 -20 -15 -10 -5 0 5 10 15 20 Male Student Executive PercentagePointsabove/belowotherliquor drinkers Whiskey Drinker Demographics (1/2) Casual drinkers, US Enthusiasts, US Over- represented Under-represented
- 10. #NYKCON F Growing share of female enthusiasts Among whiskey enthusiasts, female share of voice grew by an average of 4.4% each month in 2016. Female share of voice is highest in New York, North Dakota, Ohio and Vermont. 0 10 20 30 40 50 Jan Apr Jul Oct %FemaleActivity Time (Months) Female Share of Voice over Time Casual Drinkers Enthusiasts
- 11. #NYKCON F Enthusiasts have culinary interests Food & drink over- represented among whiskey enthusiasts (relative to other spirits). -30 -20 -10 0 10 20 30 40 Sports Food & Drink PercemntagePointsabove/belowotherliquor drinkers Whiskey Drinker Demographics (2/2) Casual drinkers, US Enthusiasts, US Over-representedUnder-represented
- 12. #NYKCON F Whiskey used in meat and dessert recipes Meat and barbeque recipes are popular, especially beef and steak. Sweet dishes and baking also strongly associated, featuring honey, maple syrup, pecans, chocolate, cinnamon and fruits.
- 13. #NYKCON F Pricing less of a talking point for whiskey drinkers Male consumers mention cost more often across all liquor categories (49% more frequently than female authors). Cost is less of a talking point for whiskey drinkers, however consumers are most cost conscious when using whiskey in recipes. Cost is also a growing talking point. 2.9 1.4 1.7 0 1 2 3 4 All Male Female All Male Female All Male Female Percentageofmentionsciting costandaffordability Cost and Affordability Concerns Liquor (general) Whiskey Whiskey (cuisine)
- 14. #NYKCON F Growing interest in Northern States Where is whiskey popular, relative to other spirits? Where is there growth in whiskey conversation? 1. Kentucky 2. Louisiana 3. Tennessee 1. South Dakota 2. Idaho 3. Montana Maps created using openheatmap.com
- 15. #NYKCON F Active Friday evenings, between seven and nine 1 2 3 4 5 6 7 %MentionsperDay Time (hours, EST/GMT) Time of Day Analysis 12 14 16 %MentionsperDay Time (days) Day of Week Analysis US Whiskey US Other Spirits
- 16. #NYKCON F Recap market opportunities Strong existing base • Males especiallyenthusiasts • Females especiallyenthusiasts Growing consumer base • TheAmericanSouth Kentucky,Louisiana,Tennessee • North/ Northwestern States SouthDakota,Idaho,Montana • Whiskeyrecipes meatdishes,barbecueanddesserts • Price-consciousconsumers costisagrowingtalkingpoint • Technology,travelandbusiness growinginterestsamongwhiskeydrinkers • Sports, music,family& parenting commoninterestsamongwhiskeydrinkers
- 17. #NYKCON F Now You Know : • how to use Audiences • what to use it for learn more about a specific audience (ex: whiskey drinkers, pharmacists) understand the consumer mindset during a key moment in the consumer journey learn about your current consumers …and it’s a wrap!
- 19. #NYKCON F Think like your audience
Editor's Notes
- Show of hands who has used or seen our audience tool? We will be sharing some use cases, going through a quick example of building an audience Then Mounya will walk us through an example of how this data can be implemented in your research opportunities.