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Verbatim analysis of toothpaste and mouthwash concept testing results
Technology Category
- Analytics & Modeling - Big Data Analytics
Applicable Industries
- Consumer Goods
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
Services
- Data Science Services
The Challenge
The client, a leading consumer products company, had developed around 50 concept ideas for toothpaste and mouthwash categories combined. They received around 5,000 responses from consumers from a short survey which contained details of what they liked and did not like about each of these ideas. These open-ended verbatims had to be analyzed to arrive at the broad themes and analyzed across demographics. The key challenge was to analyze these 5,000 verbatim responses and create the report only three to four.
About The Customer
The customer in this case study is a leading consumer products company. They are in the industry of Consumer Goods and Services. The company had developed around 50 concept ideas for toothpaste and mouthwash categories combined. They conducted a short survey and received around 5,000 responses from consumers. The survey contained details of what consumers liked and did not like about each of these ideas. The company needed to analyze these open-ended verbatims to arrive at the broad themes and analyze them across demographics.
The Solution
Blueocean Market Intelligence used text analytics to tabulate the verbatims by each platform (a cluster of ideas which are very similar) and arrived at the broad themes that provided more insights into the likes/dislikes at an idea, platform and category-level. The next step was to analyze the broad themes and report any differences/variations that existed by demographics. The final deliverable was well-received by the client, especially in a tight turnaround, and was used to help form their product and communications strategies.
Operational Impact
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