Social research lifts the lid on purchase motivation. In this session we will draw on a QSR project to highlight how Brandwatch can be used to get into the mindset of the consumer. What do customers crave, at which times of day, and how do they express that on social?

1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON
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Understanding Your Audience
AND THEIR CRAVINGS

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First, Some Background Top 50 2015
( or jargon for fast food )

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How do people actually speak about your brand?
A lot of digging
Try personal pronouns
Exclude Volume Drivers
Search for what you know
How We Got Here, and How you Can Too

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The Query
Specific Query
General Categories
“Upside Down” Setup

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Brand Profiles

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The Weekday Lunch Crowd’s Craving
Through the Day Over the Week
0%
1%
2%
3%
4%
5%
6%
7%
8%
%OfBrandMentions
Time of Day
Hourly Craving
Subway
Starbucks
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
%OfBrandMentions
Day of Week
Weekly Craving
Starbucks
Subway

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Craving Burgers & Tacos
Through the Day Over the Week
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
%OfBrandMentions
Time of Day
Hourly Craving
McDonald's
Burger King
Wendy's
Taco Bell
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
%OfBrandMentions
Day of Week
Weekly Craving
McDonald's
Burger King
Wendy's
Taco Bell

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The Customer Journey
Early
Morning (3 -
9 AM)
Mid-Morning
(9 AM – 12
PM)
Lunch (12 – 3
PM)
Late
Afternoon (3
– 6 PM)
Dinner (6 –
10 PM)
Late Night (10
PM – 3 AM)
First Choice
Second
Choice
Third Choice

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A Deeper Dive

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Now vs. Later

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Want vs. Need

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Limitations (Diet vs. Distance)

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Finally, Some Educated Guessing
Who wins the craving game?

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The What’s Next

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So What?

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#NowYouKnow