The document describes Next-Generation Marketing Insights' (NGMI) approach to gaining consumer insights from social media conversations. NGMI analyzes large amounts of unmoderated social media data using techniques like stance-shift analysis and semantic engagement indexing to understand consumer opinions, trends, and what drives engagement. This reveals strengths, weaknesses, opportunities and threats to inform clients. NGMI then models the data using business intelligence to generate actionable insights and strategic recommendations for clients.

1. A superior approach to solving
Marketing and Insight challenges
Consumer Insights
using Social Media
Conversations
Part 1: OurApproach
Next-Generation Marketing Insights

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• Consumers are shifting at speeds that challenges marketers to
adapt & innovate, while traditional insight techniques are slow to
capture these changes and often create biases when decoding what
consumers think.
• NGMI’s insight techniques provide rigorous solutions to real insight
challenges:
– Size and trends of concepts & attributes for brand opportunities
– What is working and not working with the consumer and why
• Our methodology harnesses the massive, unmonitored, and
unbiased “big” database of conversations by consumers: social
media, transcripts, call centers, focus groups . . .
• We will show you how our validated linguistic approach unlocks the
consumers’ voice to support faster, economical and actionable
insights.
NGMI’s Superior Approach To Consumer Insights

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NGMI Synergy Creates Actionable Consumer Insights
Stance-Shift
Analysis/SEI
Unobtrusive
Business
Intelligence &
Modeling
Unbiased
Consumer
Conversations
Unmoderated
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Insight Driven Opportunities
Dashboards to Monitor KPIs & Trends
Powerful multi-dimensional data cube

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• Stance-Shift Analysis, published & peer reviewed, reveals what matters to
the consumer:
 Stance-Shift Analysis measures consumers’ verbal shifts in positioning as
they talk.
 We capture the emotion, intensity, appraisal and commitment in the
context of conversations to uncover the deep subtleties of what’s said.
• It enables us to solve what others miss: Size, Trend and New Concepts
 Focusing only on what matters: We filter and determine importance
through engagement – far superior to simple words/comment frequency.
 Consumer trends: We capture the shifts and prioritize getting the trend
right, validated through the independent measure of our metrics vs sales.
• NGMI’s Semantic Analysis is tuned to detect topics and concepts.
 We link these topics to quantified opinions, evaluations and endorsements
through adaptive tonality, allowing us to map Strengths, Weaknesses,
Opportunities & Threats.
 Semantic Engagement Index: SEITM
integrates our Stance-Shift Analysis
measurement to power consumer insights.
Stance-Shift Analysis: Measure What Matters From
Consumers’ Own Words
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The correlation to sales over time shows the SEI™ has Predictive Power,
some of the correlation studies where conducted by bottomlineanalytics.com
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SEI™ Captures The Consumer So Well, It Often Correlates To Brand Sales
(Validated through independent company studies*)

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I just got my cool new iphone5 from BestBuy,
however, I keep getting dropped calls on the
Brand X 4G network
Topic List
• Iphone5
• BestBuy
• Brand X
• Network
- 4G
- Dropped calls
Positive tonality
Negative tonality
Flag Brands & Relative Importance
Custom coding enabled by
Business Intelligence
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How Stance-Shift Unlocks A Single Comment
Engagement

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Business Intelligence
Clustering & CART
Correspondence
The Solution Path For Consumer Chaos
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From Millions of Cleaned
Targeted Conversations
We apply advanced
Modeling Techniques
Small Pepermint Afternoon Snack 12Pack
Great Deal Breakfast yum Large
Miss it Get me one Orange on sale
Morning Half Priced got coupon Drive Home
Vanilla Mocha 8Oz need a hit
We Detect Thousands of interesting
“nodes” of Consumer information
Striving for integrated consumer understanding
Clear Topics &
Concepts of
Importance
Emerge
Our Supervised Learning Pattern
Detection organizes the nodes

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Emerging Delivery
Form
Convenience
Brand Leader & Retail
Presence
Traditional Category
Hot
Healthy Satisfy/Fun Products
Serving Size
Price/Promotion
Cold Hot Cold
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Unlocked Consumer’s Voice allows Structured Roadmap
Client Brand strong in Large Satisfy
/Fun areas, while Segment declining
Client Brand opportunity in
Healthy & Hot Solutions
Most
Important
Least
Important
Note: Beverage category composite example, illustrates the consumer concepts and themes of social media conversations, and
reflects the composite learning from multiple analytical techniques. Size of Boxes reflect Engaged Volume.
New Delivery Form solving
consumer Convenience needs –
more presence needed

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-40 -30 -20 -10 0 10 20 30 40
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Topics Momentum And Strength
Identifies Threats And Opportunities
Box size represents SEI variable importance
Strength & Performance Grid – Highlights Action Areas
3.5
3.0
2.5
2.0
1.5
1.0
Momentum– SEI Growth
Fun + Cold
Lower priced & Healthy
Build on Strength & Momentum
Defend Strategy:
Important but declining
Low Importance Add Support to Capture Growth/Emerging
Opportunity
ClientBrand:RelativeStrengthVs.Competition

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NGMI’s Methodology In Academic Publications
• Boyd Davis, Charlene Pope, Peyton Mason, et al. (2012). Stance Analysis of African Americans with Diabetes: “It’s
a wild thing, waiting to get me”. The Diabetes Educator.
• Antonella Capriello, Peyton R. Mason, Boyd Davis and John Crotts (2011). Mining consumer sentiment from blog
narratives: An application of three alternative methods. Journal of Business Research.
• John Crotts, Boyd Davis and Peyton Mason (2011). Analyzing travel blog content for competitive advantage:
Lessons learned in the application of software aided linguistics analysis. In Marianna Sigala (ed) Web 2.0 in
Travel, Tourism and Hospitality: Theory, Practice and Cases. Surrey, UK: Ashgate Publishing Ltd.
• John Crotts, Peyton Mason and Boyd Davis (2009). Measuring guest satisfaction and competitive position: An
application of stance shift analysis of blog narratives. Journal of Travel Research, Vol. 48 (4), 139-151.
• Boyd Davis and Peyton Mason (2008). Stance analysis: when people talk in online focus groups. Handbook of
Research on Computer Mediated Communication. In S. Kelsey and K. St. Amand (ed). Hershey, PA: Idea Group, Inc.
•
Peyton Mason and Boyd Davis (2007). More than words: Using stance-shift analysis to identify crucial opinions
and attitudes in online focus groups. Journal of Advertising Research 47, 4: 496-506.
• Peyton Mason, Boyd Davis and Debora Bosley (2005). Stance Analysis: Social Cues and Attitudes in Online
Interaction. Innovations in E-Marketing II. In S. Krishnamurthy, (ed). Hershey: PA: Idea Group.
We are leading experts in language analysis using proven cutting-edge
methodologies, with widely published peer reviewed academic validation.
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Who We Are
Contact us at: (201) 497-0048
www.nextgenmi.com
What sets us apart? We are best in class and widely published in translating
linguistics into practical applications. Partners have a wide and deep experience
working for and consulting with leading companies including: Coca-Cola, Home
Depot, Anheuser-Busch, Kraft, Gallo, Unilever, Kellogg, P&G, and across
industries.
PEYTON
MASON, Ph.D.
Helped pioneer
stance-shift analysis
and has extensive
market research
experience.
SCOTT
WALKER, MBA
Leading role in
transforming
consumer and quant
data into actionable
insights and decisions
across large and small
FMCG companies.
JOHN
CROTTS, Ph.D.
Fulbright Traveling US
Scholar, Professor of
Hospitality and
Tourism Mgt at College
of Charleston.
Widely recognized in
hospitality research
and consulting.
BOYD
DAVIS, Ph.D.
Bonnie E. Cone
Professor of
Teaching, Professor
of Applied
Linguistics/English.
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