Presented by Daniel Fazekas, Bakomo Social. Social intelligence research possesses the capability to capture, analyze, and interpret the myriad factors influencing how consumers align themselves with product categories and brands, with special focus on their underlying dynamics. By capturing unfiltered opinions across social media, this type of research unveils the process with which consumers can shift their perspectives, influenced by the opinions of others, influencers, news, and even misinformation. The talk by Daniel Fazekas shares examples of the volatile nature of consumer mindset across consumer categories and geographies. This presentation is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights. To listen to the presentation, and access the recording, visit NewMR.org/Play-Again

1. Sudden Death of Beliefs
Why narratives are a better way to authentically understand humans

2. Qualitative Analysis of Social
Media Data uncovering underlying
Narratives
We manually cleanse
the data for the
relevant and authentic
consumer opinions.
Something still no AI
can do.
We work with many
tools to gather social
media data, such as
Talkwalker,
Brandwatch, Yabble
or search analytics.
We analyze authentic
consumer voices to
define their triggers,
themes and
underlying
narratives.
We apply creative
qualitative thinking
to discover the said
and unsaid needs
and motivations to
provide data and
insights to our
clients’ business
challenges.
We work to articulate
and landing insights
via workshops, PPT
storytelling,
visualization and rich
verbatims evidence.
Exploring
landscape to collect
consumer language
2

3. https://nielseniq.com/global/en/insights/education/2022/non-alcoholic-beverage-trends-in-the-us/#infographic
https://bevalcinsights.com/category-on-the-rise-non-alcoholic-wine-beer-and-spirits/#:~:text=NA%20Beer%20Is%20King%2C%20but,%2Dover%2Dyear%2C%20

4. “I don't think non-alcoholic beverages would
trigger me, but good luck getting me to order
a non-alcoholic beverage in a bar when the
music is good and the girls are hot and I just
wanna be able to have fun stupid
conversations while dancing without an
anxiety meltdown.”
Fear of relapse
Scepticism
Addiction
Social
Judgement

5. “Being intimate is hard. Being vulnerable is hard. No doubt
about it. But I think you’ll find that getting to know this
person with a clear head will really make you enjoy the
experience more and you’ll be able to look back and say, “I
did that sober? Fuck yeah!”
I know you can do this! First dates are nerve-wracking,
sober or not. You could try ordering a mocktail or 0% beer
to try to trick your brain.
Wishing you the best of luck!!”
Accomplishment
Persuasion
Stress
Illusion

6. “Believe it or not, some of us actually
enjoy the taste but not the buzz or
side effects. Many can't imbibe for
health reasons. Don’t knock it. Many
folks who can't drink miss it dearly.
The ritual of preparing a mocktail can
make life a seem a little more fun.”
Immersion
Rationalization
Inferiority
Illusion

7. “I was so excited to get home and make a
cocktail to celebrate it with everyone… only to
realize my wife had put away everything in our
kitchen because it’s being renovated. There
are many storage bins. I enjoy my life and
know better than to ask her which one the
barware is in. I’ll get back to y’all in a week
with a bourbon drink.”
Re-Addiction
Dependence
Sense of guilt
Need for
recognition

8. “Happy Sunday from
Vegas y’all! We saw
Katy Perry last night
and loved seeing her
aperitif being served
in the venue as well as
frozen NA drinks!”
“Hell yeah, that's mine
too. I made myself a
virgin margarita with zero
proof tequila this
weekend and it was pretty
damn good, but I reallyyyy
want the real thing now.”
Arrival Defeat
Accomplishment
Empowerment
Relief
Belonging
Pride in
attempt
Struggle

10. NA Liquor Category Narratives
Pride Forget Disguise
Emotional Crutch Rip Off
Pride arises in
response to perceived
discrimination and
stigma, signifying the
liberation of
individuals overcoming
harmful habits and
striving to normalize
the NA lifestyle. This
community unites to
advocate for their
rights and a changed
world, with their
challenges only
strengthening their
resolve for
destigmatization.
NA alternatives enable
consumers to mimic
the experience of
drinking alcohol,
helping them move
past their previous
habits and supporting
their journey towards
sobriety. If they ‘forget’
that NA is an illusion
the category frees
them past stigma.
NA serves as a crucial
emotional support,
symbolizing hope and
control in the fight
against alcoholism. It
facilitates social
reintegration, offering
a safe option for those
who have previously
faced exclusion.
To navigate social
situations without
attracting stigma,
consumers with a history
of substance abuse hide
their NA choice. Their
cautiousness helps them
blend in while
maintaining their
sobriety. Openly
consuming NA they fear
would draw invite
discussions about their
past substance use.
The transition to NA
often brings about
feelings of frustration
and deception, with
consumers perceiving it
as inferior to alcoholic
drinks. The term
"mocktail" reinforces
this notion of
inauthenticity, leading to
feelings of being
cheated, which also
serves as a mechanism
to externalize guilt.

11. Impact
“The Bakamo study is real world. We are
allowed to voyeuristically listen to how our
consumers communicate their thoughts and
authentically describe the world as they see it.”
As an emerging consumer group, those
Americans on a sober journey, the Bakamo
Research provided an in-depth insights that
enabled a fledgling brand to speak with
confidence and clarity to our target audience.
Bakamo cut through the clutter to create clarity
Bare Zero Proof Founder & CEO, Jim Kempland