Posts Tagged ‘social media analysis’


The Battle of the Bulge: Does our favorite celebrity ambassador represent our favorite weight loss program?

Tuesday, January 10th, 2012

By Jennifer O’Brien

Happy New Year! Did you make a resolution for 2012? Many did and I’m sure that ‘shed a few pounds’ was at the top of the list for many people. Television commercials advertising weight loss programs are plentiful right now as weight loss companies vie for your hard-earned dollars. As always, celebrities are a key component of their commercials.  Jennifer Hudson has been the face of Weight Watchers for some time, and new commercials feature Mariah Carey using the Jenny Craig diet and Janet Jackson using Nutrisystem.

But does having the favorite celeb also mean having the favorite program?  Let’s take a look at what social media has to say.

We gathered hundreds of thousands of verbatims from thousands of different websites and evaluated opinions toward three weight loss companies. The first chart below shows opinions reflecting the spokesperson for each of the three companies. Although the percentage of comments that are negative (red) is about 14% to 16%  for all three brands, there is a higher percentage of positive comments (green) for Janet Jackson (29.8% positive).  The smallest percentage of positive comments goes to Mariah Carey (23.3% positive) while Jennifer Hudson (26.6% positive) sits in the middle.

Based on these results, Nutrisystem is winning the celebrity contest.  Does this mean their program is also preferred?

The next chart shows the percentage of comments/messages/ status updates that were scored as negative (red), neutral (blue) and positive (green) for each of the three companies overall.  This time, Weight Watchers has the lowest percent of negative comments (8.6%) AND the highest percentage of positive comments (33.5%), making it the social media fan favorite. Nutrisystem comes in second with 12.4% of comments being negative and 29.1% being positive. Finally Jenny Craig has the highest percentage of negative comments (14.0%) and the lowest percentage of positive comments (28.2%).

So what is our conclusion? The favored celebrity does not make the favored program. We love you Janet Jackson, but Weight Watchers is in the lead.

Related links
Social media monitoring vs social media research: Can you see the difference?
The Conversition Hierarchy of Social Media Insight
Coke it is! Or not. I’m not sure. I can’t tell.
Apple pie, Apple orchard, Apple cider, or Apple iPad
Battle of the Brands: Blackberry vs iPhone

Like A Survey #MRX

Friday, November 4th, 2011

Does social media scare you? Does it seem strange and mysterious?  Read our recent publication in the Vue and see if you feel the same way afterwards. Enjoy!
As published in the Vue, October 2011, by the MRIA.

Conversition Survey Reveals Attitudes towards Social Media Monitoring & Analysis Tools and Technology

Wednesday, October 26th, 2011

81 Percent of Market Research Agencies Agree Social Media can Complement Insights Generated by Traditional Research Methods

Toronto, ON – October 27, 2011 – Conversition, a pioneer in the Social Media Research industry, recently surveyed 601 clients of Research Now to determine their usage and attitudes towards social media data platforms for the purposes of measuring consumer engagement and gaining consumer insights.

Conversition conducted a 15 minute study focused on the usage of social media monitoring tools and technology to engage consumers, or gain insight into their existing or emerging needs. In order to fully comprehend the potential that the Social Media Monitoring & Analysis (SMMA) industry has in different markets, Conversition surveyed Research Now clients based in the United States, the United Kingdom and Canada.

The findings showed highly encouraging results for an industry quickly being adopted by researchers. In particular, responses regarding the use of social media for insight purposes illustrates that SMMA has entered the „early majority‟ within prime English-speaking markets. More specifically, 81 percent of all market research agencies (MRAs) surveyed agree that SMMA can complement insights from custom and/or ad hoc quantitative and qualitative research.

When asked specifically about the potential that SMMA has:

  • 65 percent of all responding companies agree that SMMA will become a substantial channel for market research in the future.
  • 63 percent of all responding companies agree that SMMA has immense potential to drive consumer insights.

“What’s clear from the study is that the market research community is ‘switching on’ to the power and insight potential of social media data,” commented Michael Mayers, Vice President of Business Development at Conversition.

The survey also found that:

  • 85 percent of MRAs believe that human intervention is still needed to maintain the quality of social media data.
  • 58 percent of MRAs believe that data quality issues (e.g. spam, erroneous data, and difficulty of understanding the demographic profile of respondents) currently restrict the use of SMMA for insight purposes.

Mayers adds, “Social media data represents an emerging research channel, and data from social media can be a rich source of information for consumer insights. At the same time, perceptions over data quality are an issue, and our response is that whether managed by the client or the vendor, social media data requires the involvement of experienced and knowledgeable humans to provide those all important checks and balances.”

Fieldwork was conducted between August 19 and September 15, 2011 among 601 clients of Research Now based in the United States, the United Kingdom and Canada. The breakdown by country was as follows: United States (344), United Kingdom (165) and Canada (91).

About Conversition
Conversition is an online social media data collection business unit based in Toronto, Canada and New York, NY. Conversition listens to consumers by applying scientific principles to the collection and analysis of social media data. Its strength lies in combining the expertise of respected market researchers with an in-depth understanding of social media.

About Research Now
Research Now is the leading global online sampling and online data collection company. With over 6 million panelists in 38 countries worldwide, Research Now enables companies to listen to and interact with real consumers and business decision makers in order to make key business decisions. Research Now offers a full suite of data collection services, including social media sampling, and operates the Valued Opinions™ Panel and e-Rewards® Opinion Panels. The company has a multilingual staff located in 22 offices around the globe and has been recognized for four consecutive years as the industry leader in client satisfaction. Visit to learn more.


Press Contact:
Heather Milt

For a copy of the full report, please email

Is Netflix A Dying Brand? Social Media Research Speaks

Tuesday, August 9th, 2011

There are few things Chart Junkies love more than a clear trend and unfortunately, Netflix has the honour of providing the data for such a chart. Over the last year or so, consumer satisfaction with Netflix has shown a gradual decline. In March 2010, about 40% of online conversations about Netflix were positive but by the end of June 2011, only about 25% of online conversations about Netflix were positive.

The down spikes in Dec 2010 and August 2011 are clear indicators that people don’t like it when prices are increased. But what else are consumers unhappy with? We also gathered satisfaction levels with various attributes of Netflix at two points in time.

First, as represented by the height of the red bar, we see satisfaction in March of 2010. Then, the height of the blue bar shows where satisfaction declined to in June of 2011. About 60% of conversations mentioning Netflix as a favorite (or not a favorite) brand were positive in March 2010 but it declined to barely 20% in June of 2011.

From last year to now, people appreciate the brand less, anticipate using the brand less, and recommend the brand less. They like the servicing less, the ease of use less, and the price less.

And, surprisingly, 10% of people were satisfied with the fees in March 0f 2010, a number which remained stable to now. Hey, some people do appreciate cheap movies.

Related links
Social media monitoring vs social media research: Can you see the difference?
The Conversition Hierarchy of Social Media Insight
Apple pie, Apple orchard, Apple cider, or Apple iPad
Battle of the Brands: Angelina Jolie vs Bacon

MRWeb Announces New Tool By Conversition and Peanut Labs to Make Social Media Research-Friendly

Thursday, May 13th, 2010

MRWeb today announced a new tool by Conversition Strategies and Peanut Labs to make social media research-friendly.