The truth

Can a mixed mode approach to social media research power consumer insight in the super premium smoothie category?

About Conversition

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• Founded in 2009 by senior managers from IPSOS and NPD Group

• Acquired in May 2011, part of the e-Rewards, Inc. group of companies

• Social media research data provider focussed exclusively on the needs of the agency- and corporate market researcher

• Advocates a mixed-mode “listening & asking” approach to social media research

Conversition is a social media research data provider

The research challenge

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• Research hypotheses driven only by social media consumer verbatims

• Just one day for study design, fieldwork, and analysis

• Using only social media-driven research from Conversition

Taking a consumer-driven approach to brand research

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Listen

Ask

• Meaningful

• Validated

• Actionable

Relevant

Authentic

• Structure & codification

• Exploration & discovery

• Hypothesis generation

• Dimensionalize

• Confirm

• Validate

The integrated social media research methodology

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Naked leads the super premium fruit smoothie category

Where does it go from here?

6 Source: Wikipedia

Naked rode the trend of health conscious food purchase

• Created in Santa Monica, California, in 1983

• Purchased by North Castle Partners (private equity) in 2000

• Major package redesign and rebrand in 2005

• Acquired for undisclosed sum by PepsiCo in 2007 – last known revenues $150MM per annum in US

• Deliberate lack of preservatives

• Leader in recyclable packaging

• Added coconut water product in 2010

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Listen to unsolicited customer comments, generate research hypotheses

Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.

“I have a 7 year old who will not eat anything green, but likes green machine naked

juice.”

“its got soy protein in it. soy makes your body produce

estrogen. its good if ur a female. i want yall to make one with just

whey protein. u know "for men"

“its like drinking a smoothie made with sand”

Hypothesis 1: A significant market exists to produce a range for children

Hypothesis 2: The addition of soy protein is an issue for men

Hypothesis 3: The Protein Zone range has a taste issue

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Listen to unsolicited customer comments, generate research hypotheses

Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.

“I have a 7 year old who will not eat anything green, but likes green machine naked

juice.”

“its got soy protein in it. soy makes your body produce

estrogen. its good if ur a female. i want yall to make one with just

whey protein. u know "for men"

“its like drinking a smoothie made with sand”

Hypothesis 1: A significant market exists to produce a range for children

Hypothesis 2: The addition of soy protein is an issue for men

Hypothesis 3: The Protein Zone range has a taste issue

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Deeper dive into unsolicited customer comments

all my kids love it. it also has vegetables in

it. Baby love love loves it.

It seems really healthy. I give it to my lo once in a while and he LOVES it. When I have kids they will

only be drinking this green machine naked drink

because it is just to bomb and its healthy!

LO loves Green Machine

Not only did it give nutrients until he got a little older, he started associating the color

green with good taste.

I mix a few ounces with milk and he devours the

stuff.

I have a 7 year old who will not eat anything green, but likes green machine naked

juice.

There exists considerable discussion online about the benefits of giving fruit smoothies generally, and Naked fruit

smoothies specifically, to children as part of a healthy, nutritious diet

Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.

Hypothesis 1: A significant market exists to produce a range for children

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I am horrible at planning

healthy meals and

cooking, so we rely

heavily on smoothies.

For busy parents

prefer my daughter to drink fruit

smoothies as opposed to sodas or

other high calorie drinks

Alternative to soda

keeps them from eating

too much unhealthy

snacks between meals

Healthy snack

ensure that they are getting there

needed portions of daily fruit

(without them really realizing it).

Stealth nutrition

They're great for picky eaters because

they taste good and give them nutrients.

For picky eaters

Naked – a treat

for parents?!

Codify survey open ends

Source: Conversition survey using SurveyTool fielded April 15, 2012. Examples of open ended comments are from respondents who had given Naked fruit smoothies to their children and were asked about the primary benefits of doing so (n=463).

Hypothesis 1: A significant market exists to produce a range for children

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Themes emerged from the survey open ends around using Naked as a hassle-free supplement for kids’ diets, alternatives

to unhealthy options, and a way to suppress appetites intra-meal. Naked is being used as a nutritional tool by parents.

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Drop data into analytical framework, analyze results

2.4% 2.8%

36.0% 37.4%

21.5%

Purchase considerably less

Purchase somewhat less

Purchase neither less nor more

Purchase somewhat more

Purchase considerably

more

If Naked were to launch a flavor designed specifically with the nutrition

needs of children in mind would you expect to...?

Source: Conversition survey using SurveyTool fielded April 15, 2012 (n=1,019).

Hypothesis 1: A significant market exists to produce a range for children

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The results indicate that the market is already using Naked fruit smoothies as a nutritional supplement for children, and

that a line extension aimed specifically at children would be well received.

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Listen to unsolicited customer comments, generate research hypotheses

Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.

“I have a 7 year old who will not eat anything green, but likes green machine naked

juice.”

“its got soy protein in it. soy makes your body produce

estrogen. its good if ur a female. i want yall to make one with just

whey protein. u know "for men"

“its like drinking a smoothie made with sand”

Hypothesis 1: A significant market exists to produce a range for children

Hypothesis 2: The addition of soy protein is an issue for men

Hypothesis 3: The Protein Zone range has a taste issue

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Confirm and quantify themes with fast survey to inform subsequent study design

54%

34%

26%

24%

20%

16%

Reduces the risk of heart disease

Reduces the risk of cancer

Improves cognitive function

Helps with menopausal symptoms

None of these

Reduces levels of testosterone in men

Thinking about soy protein, with which of the following statements would you agree?

Source: Conversition survey using Crowdvi.be fielded April 13, 2012 (n=250). Response time = 11 mins. Respondents were allowed to select more than one option. Statements were randomized to reduce primacy bias.

16% of respondents think that soy protein

reduces levels of testosterone in men. Is

this a problem?

Hypothesis 2: The addition of soy protein is an issue for men

In a pulse check survey 16% of respondents thought that soy protein reduces levels of testosterone in men. Given that

protein-based drinks are aimed at the health & fitness market, could this be an issue?

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Good old Google search

Hypothesis 2: The addition of soy protein is an issue for men

True or not, discussion around whether soy protein reduces testosterone is a hot topic on health, fitness and weight

training-related websites.

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Crowdvi.be analysis

10%

22%

Female

Male

22% of Male respondents agreed that soy

protein reduces levels of testosterone in men

Source: Conversition survey using Crowdvi.be fielded April 13, 2012 (n=250). Source: Conversition survey using Crowdvi.be fielded April 13, 2012 (n=250).

44%

13%

11%

10%

0%

18 - 24

25 - 34

35 - 44

45 - 54

55+

Of that 22%, nearly half were in the 18 – 24 year old

age bracket

Hypothesis 2: The addition of soy protein is an issue for men

A key named ingredient in the Protein Zone range of Naked fruit smoothies is considered by 44% of 18 – 24 year old males

to reduce levels of testosterone. This could be a serious consideration and purchase barrier within that demographic.

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Listen to unsolicited customer comments, generate research hypotheses

Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.

“I have a 7 year old who will not eat anything green, but likes green machine naked

juice.”

“its got soy protein in it. soy makes your body produce

estrogen. its good if ur a female. i want yall to make one with just

whey protein. u know "for men"

“its like drinking a smoothie made with sand”

Hypothesis 1: A significant market exists to produce a range for children

Hypothesis 2: The addition of soy protein is an issue for men

Hypothesis 3: The Protein Zone range has a taste issue

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Are there other issues with Protein Zone?

its like drinking a smoothie made

with sand

the graininess is not tolerable at

all!! This is the only naked drink

i don't love. too grainy!

just don't like the chalky texture on

this one It has a grainy texture im not sure i like

the grittiness was hard to get use to at first

i just wish it wasn't so gritty

Hypothesis 3: The Protein Zone range has a taste issue

Significant amounts of unsolicited social media content suggests users have an issue with the taste and texture of the

Protein Zone range, specifically issues around “grittiness” and “chalkiness”

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Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.

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Are there other issues with Protein Zone?

Satisfaction for the Protein Zone range beats the category on both protein content and

help with weight management, but taste is indeed an issue.

Source: Conversition survey using SurveyTool fielded April 13, 2012. Respondents were asked about stated importance for 9 fruit smoothie category attributes (n=1,099), and stated satisfaction against same attributes for respondents who had tried one of the Protein Zone range in P3M (n=680).

4.38

4.05

4.36

3.75

3.52

4.63

Protein content

Help with weight loss / weight management

Taste

Protein Zone (Satisfaction)

Category (Importance)

Hypothesis 3: The Protein Zone range has a taste issue

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While the Protein Zone range performs well in category against protein content and help with weight management, it drives

less satisfaction around taste

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Are there other issues with Protein Zone?

Source: Conversition survey using SurveyTool fielded April 13, 2012. Respondents were asked “If Naked were planning a new version of the Protein Zone flavor, which changes would you recommend?” (n=1,099)

47.7%

43.2%

41.5%

30.7%

19.0%

Low sugar

Low calorie

Reduced chalkiness or grittiness

Better consistency

Whey protein only

Hypothesis 3: The Protein Zone range has a taste issue

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Over 40% of users would recommend that a new Protein Zone flavor reduced the level

of chalkiness or grittiness.

Consumers desire a less textured formula for the Protein Zone range of Naked fruit smoothies. Interestingly they would

also value low sugar / low calorie versions.

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Parents are using Naked fruit smoothies as an easy and effective means of giving their

children fruit and vegetables

The market seems willing to accept a line extension aimed at the specific nutritional

needs of children

Soy-based protein has negative perception issues amongst 18 – 24 year old males, a key

buying group

Naked should consider using a whey protein only formula or launching a new flavor aimed at

the 18 – 24 male segment

The Protein Zone range is valued by drinkers, but taste and consistency could be significant

purchase barriers

Improve the Protein Zone formulas to reduce “chalkiness” and “grittiness”

Summary and recommendations

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Why use integrated social media research?

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• Listen first: Take a consumer-driven approach to your research. Listen to what brand stakeholders have to say.

• Flexible, relevant, real-time research: With no trade off in quality or actionability.

• Cost effective: Exploit the cost advantages of social media-based research channels.

This methodology exploits the strengths of passive social media listening with traditional survey techniques to quickly and cost-effectively deliver meaningful, substantiated, actionable consumer insights

Q&A For more information email us at:

hello@conversition.com