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Our second June release is now live with several exciting features and enhancements.
Growing Forum Content
We dramatically increased the amount of forum content available in ConsumerBase. We incorporated more than 300 Million additional forum posts (4.5 months of history) with an average of 2 Million posts being added per day. All of which is building up to our existing index and directly available to be queried and analyzed in seconds.
Removal of Duplicates and Spam
No doubt you’ve noticed that the Internet is full of redundant pages (re-posts, etc.) and spam. The good news is that we have made several improvements so that you will see less spam and duplicate information when using ConsumerBase.
Grouping of Similar Likes & Dislikes
We improved our ability to group “similar” Likes and Dislikes together into the same Insight. You will now see words and phrases like “awesome”, “excellent”, “pretty awesome” and “terrific” all grouped into one Insight.
Improved Performance
You should see a noticeable improvement in query and selection speed. Querying and summarizing insights, even across tens of millions of hits, should only take a few seconds.
Look and Feel
In addition to adding new features we decided it was time to give ConsumerBase a minor face lift. We changed colors, fonts, layouts and other minor tweaks to improve readability, ease-of-use and overall aesthetics. We hope you agree. Please send your feedback to me!
What’s Next …
Some of the items we are working on for the next set of releases include:
- Grouping of similar Emotions and Behaviors
- Grouping of similar Products and Companies
- Improving the number of Sound Bites we find for an Insight
- Comparison analysis (e.g. side-by-side comparison of multiple brands)
Drop me a line and stay tuned for more to come …
We’re at the Millennium Broadway Hotel in New York City this week at the ARF (Advertising Research Foundation) Audience Measurement Conference, where we’re getting a lot of positive feedback from early-release users of NetBase’s ConsumerBase. In fact, I will be speaking at the show on Wednesday, June 23 at 3pmET, the topic is: Two Case Studies: How Understanding Your Social Media Audience Drives Innovation.
NetBase’s capabilities resonate especially strongly with market research professionals. Because our ConsumerBase tool can read 50,000 sentences a minute and analyze 12 months’ worth of data on demand, it can very quickly extract actual consumer preferences from millions of social media postings. Market researchers immediately discover insights about a brand and answer such questions as:
- Reasons why people “hate” and “love” the brand
- Reasons why people switch to/from the brand
- What prompts people to talk about the brand
You can read the first publicly published case study which was presented by HCD Research about a birth control product titled “Exploring the Social Aspects of Marketing Research Methods as We Move Toward the Attention Age” that was presented at a PBIRG (Pharmaceutical Business Intelligence Research Organization) conference.
We’d like to invite more market researchers to become familiar with ConsumerBase and its capabilities, so NetBase is launching a 30 Day Trial Program. 100 market researchers who qualify will be granted 30-day access to the product at no cost. Market research professionals can register by filling out this form on the NetBase website. Check the product out, and share your thoughts!
The PGA Tour is in full swing. The US Open hits Pebble Beach this week. And golf lovers everywhere are trying to get in another round. So while they’re polishing their clubs (and you’re shopping for Father’s Day gifts), the NetBase Brand Passion Index looked at some of the biggest brands in golf: Callaway, Nike, TaylorMade, Titleist, and Wilson.
Each month, the Brand Passion Index measures consumer passion for brands expressed via social media. Using the ConsumerBase tool to understand what people are saying online, this month’s Index surfaces the emotions associated with leading golf brands.
So, when a birdie is on the line, which golf-gear brands do consumers love most? The Brand Passion Index reveals that consumers absolutely love their Callaway. While Nike Golf and Callaway are the subject of an equal amount of chatter, Nike gets all the “like” and Callaway gets all the “love”. Despite the negative publicity, Tiger Woods does not appear to impact the passion level for the Nike Golf brand. In fact, golfers express little hate toward any of the major brands (contrast that to last month’s Index findings about WalMart). Titleist gets the least amount of love, but is still very liked. All in all, results to keep in mind when shopping for Father’s Day (this Sunday, June 20).
In this graphic, the amount of sentiment and chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the intensity of passion. While consumers feel positively about all the golf brands, Callaway inspires the most love and the most discussion.
The following excerpts from social media chatter capture the passion that consumers feel about Callaway:
“I’m loving my #Callaway X-22 Tour irons and FTiz Driver…heck…I love ‘em all! Thanks @Callaway!”
“I personally love the Callaway gloves.”
“78 today oh yeah!!!! i love my callaway x-22 irons!“
“My husband is a golfer and he loves the Callaway golf balls.”
Nike Golf had a high “like” score, a result of a full spectrum of consumer chatter:
“I love my new Nike Method Putter!”
To generate the Index, NetBase reads online conversations and extracts the meaning from those conversations, capturing the intensity of emotions that consumers express about a brand. The combination of passion level and amount of chatter determines the involvement level.
Each month, the index will analyze consumer passion for brands in various categories and will publish the results here on the NetBase blog. Drop us a line if there are brands you’d like to see covered! Next up: Box Office Hits.
Our first June release just went live today with the following noteworthy features.
Resolving “It”
There is a lot of magic happening under the hood of ConsumerBase. One such “magic trick” is to figure out what a pronoun like “it” refers to (also called anaphora resolution for those who care) and then use this information when we search for insights.
In the example below you can see how ConsumerBase can identify that the iPad is “desirable”, and also know that “Big screen” and “Beautiful screen” are desirable attributes of the iPad by correctly identifying that “it” refers the iPad.
ConsumerBase can find these types of references within a sentence as well as across multiple sentences. In our next release we will leverage this feature further by finding more hits for a particular insight.
Improved Topic Sharing
Following up on our topic sharing feature that was released two weeks ago we improved the ability to view topics. You now have the option to view (1) All Topics, (2) My Topics and (3) Shared Topics.
What’s Next …
Some of the things we are working on for the next set of releases include:
- Adding more forum content
- Increased number of Sound Bites classified for an Insight
- Grouping of linguistically similar Insights
- Improved performance and stability
Stay tuned for more to come …
Our second release in May just went out the door. Below is an overview of some of the key features in this release.
Increased Counts of Positives, Negatives and Insight Types
We tuned our linguistic rules to increase the number of Sound Bites we classify into Positives, Negatives, Likes, Dislikes, Emotions and Behaviors. You can expect up-to an order of magnitude more Sound Bites classified.
Shared Topics
You can now share your Topics with your colleagues. Simply unselect the Private Topic check-box in the Topic Manager to make it accessible to other users at your company. The Saved Topics list shows your own Topics and all shared topics with the owner’s name in parenthesis. Users can run and analyze shared topics, but not edit them. To edit someone else’s Topic select it and make a copy and you now have your own Topic you can edit and work with.
Timeline Improvements
The Timeline Widget now dynamically shows the most appropriate time interval based on the date range displayed.
You can click and drag in the chart to zoom into a particular date range.
- For date ranges more than four months the chart shows monthly counts
- For four months or less the chart shows weekly counts
- For a month or less the chart shows daily counts
Excel Export Enhancements
We added a dialog window allowing you to define how many Sound Bites to export and how many sentences to include in each Sound Bite.
What’s Next …
Some of the things we are working on for our June 11 release include:
- Increased number of Sound Bites classified for each Insight
- Grouping of linguistically similar Insights
- Topic Manager – More sharing features
Stay tuned for more to come …
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