Digital Strategy on a Shoestring

Skillshare Unit #3Consumer research

#3 Consumer analysis

Here are 6 great tools for qualitative research that help find insights for personas development.

Tools in this kit

1.Topsy2.Twitter advanced search3.Open Status Search4.Facebook ad creator

Sen!ment analysis1.Quora2.Reddit

Tension points

This is the Oscar Mayer. He made bacon and wieners that are adored by many. His bacon is eaten at brunch occasions, the challenge is to get bacon lovers to consider bacon in other meals than brunch.

The brief [recapped]

What to look for when developing user personas

1.Attitudes2.Things that tick them off3.Things they love 4.Things they will most likely share 5.Psych/demo/geographic data

TopsyShows who talks about your brand online + what they say. Also identifies influencers + experts that join the conversation.

Topsy.com

Search experts to find social influencers

How to use

Oscar Mayer relevant to pop culture professionals

Insights recap1. Oscar Mayer is relevant within the pop

culture community.

Twi"er Advanced SearchTwitter.comDiscourse analysis in real time that uncovers motivations behind purchase + research behavior.

How to useClick-through to advanced search from search page

Type in phrase to exact search, ensure correct spelling

Track bacon conversations only

Flavor wars

Food photos

Insights recap1. People Instagram their food and share

to Twitter2. People self identify with flavor

preferences

Open Status Search Gives you access to what people say about the brand on Facebook, conversations that are usually hidden.

Openstatussearch.com

Facebook AdsUses the Facebook algorithm to suggest a pool of similar interests of your audience.

Facebook.com/ads/create/

Potential local audience size 30k

Pages most like Oscar Mayer are Americana

Insights recap1. Oscar Mayer fans like other iconic pop

culture comfort foods2. Local audience size 30k. Could be

worth exploring other areas where competitors excel, i.e.: Brooklyn (from findings from competitive research unit #2).

Ask RedditCrowdsourced questions for thought-provoking discussions about everything. Exceptional for male insights and tension points.

Reddit.com/r/askreddit/

How to useUse search bar to find insights, restrict search

to /r/AskReddit

Floppy bacon with some crunch when you bite in is most popular

Price of Oscar Mayer provokes people to look for alternatives

Bacon is an internet meme

Insights recap1. Oscar Mayer fans can be sensitive to

price, which turns them to find alternatives

2. Passion point for bacon lovers is on how it is cooked

3. Bacon is an internet meme

Quora

Crowdsourced discussions. Tends to skew more professional and intellectual. Great for points of curiosity, confusion and passion.

Quora.com

How to useUse search bar to find insights + professional

knowledge

Dopamine effect of fatty food

Emotional association with leisurely weekend breakfasts

People curious about how bacon meme developed

Insights recap1. Bacon gives a physical high via

dopamine, effect of high fat foods. Gives emotional high from leisurely weekend breakfast associations. Infers social brunching is a weekend activity for bacon lovers.

2. People curious about how bacon memes developed in hipster culture

What to do nowUse these tools to uncover 5 insights on

your consumer for Reddit*. * or pick a brand you are

already working on

Ask any questions through the community section of class or on twitter @amberhorsburgh.

Then begin the next unit: How To Name Things

What to do next