Comparing open-ended questionnaire results
In order to inform marketing activity in the dating space, we took open-ended survey responses about the idea of dating apps, which we split by age and then compared.
Analysing unique positioning for three different gin brands
Brand messaging comparison
By comparing like-for-like brand positioning data for three different gin brands – Beefeater, Bombay Sapphire and Berry Bros. No.3, we discovered what specific words and phrases were used to set each apart from their competitors.
How do women talk about smear tests?
Topic comparison over time
In order to inform new communications around the importance of smear tests and awareness of HPV, we analysed conversations in forums over a two-year period to see how women have been discussing these topic over time.
By charting one conversational topic over a period of time, we can see how women’s concerns ebb and flow – and by analysing these, pharma and charity organisations can plan themes for annual awareness campaigns and comms.
Exploring cultural differences between US and UK gamers
Global audience comparison
A gaming company wanted to launch a brand-new game into the UK market but first, were keen to uncover any nuances in the way that gamers talked in the UK vs those in the US.
They wanted to understand if there were any specific topics or themes that were specific to each demographic that would implicate their launch strategy.
We collected data from Twitter, and analysed over 750,000 words to identify differences in language used between the two audiences.
Discussions of radiotherapy: practitioners vs patients
Language analysis as a tool for improving treatment delivery
By understanding how conversations around radiotherapy differ between healthcare practitioners and their patients, we were able to identify areas of opportunity for improved treatment delivery.
Comparison can help bridge the gap between practitioners and patients by understanding the factors that influence the effectiveness of treatment plans.
Breaking down conversations around the opioid crisis
Comparing conversation about opioids in the United States and United Kingdom
While the opioid crisis may be a global problem, local nuances emerge when looking at the discussion surrounding the crisis.
From the role of government in solving the problem to the human and financial costs, this case study looks at how conversation about opioids differs between Britain and the United States.
Understanding the reasons for medical non-adherence
Comparing patients and healthcare practitioners
66% of Americans taking prescription medication are non-adherent.
To understand why this might be, we compared the discussion of non-adherence between patients and healthcare practitioners.
How do three ice cream brands use social media to communicate with their customers?
Brand comparison
We compared interactions on Twitter between the UK arms of Håågen Dasz, Ben & Jerry’s and Halo Top and their British customers in order to understand how each brand differentiates their tone of voice and social media comms strategy.
How DFS compared and analysed the language in their live chat function
Analysing live chat transcripts
DFS wanted to analyse the existing language used by their live chat agents to ensure that every chat was highly scored by the customer, and therefore highly profitable for the business.
So in order to help them understand more about their customer’s experience with live chat, we compared transcripts of low-scoring chats, to those that were scored highly.
Comparing the language used in a cross-section of job listings to attract top talent
Job listing comparison
To help TomTom help understand what differentiates the way they sell their business to attract potential new employees, we compared the language used in a cross-section of job listings.
By comparing a variety of job listings, we were able to highlight the key factors that would encourage top candidates to apply for a job.
How do the views of cruise passengers vary across a competitor set?
Competitor comparison analysis
Our language comparison technology compares the specific way specific demographics talk on any given topic.
In order to gauge new marketing communications for a cruising company, we compared the different things passengers of four separate cruise companies talked about on social media, and uncovered tiny nuances in how each talk about their cruise experience.
How do beauty consumers talk about vitamin C vs retinol?
Audience comparison
We compared online skincare product reviews on Amazon, split by ingredient type, to understand what beauty consumers expect from these products and what’s important to them.
How has the discussion changed around precision medicine
Time-based comparison
In order to discover how conversation around precision medicine has evolved, we compared Twitter conversation over a year.
Our insights revealed a direction in conversation that was used to inform direct research funding strategy.
Comparing how different teams within the same organisation talk
Comparing transcripts of internal chat channels
In order to understand more about the people working in two of Relative Insight’s offices – one in London, one in Lancaster, we analysed and compared the language used in each office’s non-confidential chat channel.
By comparing conversations had by separate teams working for the same organisation, corporate comms and HR teams are able to see nuances in the way different people within that organisation think.
- During coronavirus lockdown where we’re all working from home, we did another comparison to understand how these two teams are coping – see the differences.
Comparingthe language of pet food brands to spot a gap in the market
Multi-brand comparison
In order to inform brand positioning for a new pet food product due to be launched in the US, we investigated all the language used on a variety of consumer pet food websites.
For richer comparison, we segmented this data into two categories: ‘traditional’ and ‘progressive’.
Investigating conversations around non-smoking tobacco products
Topic comparison
We used social data to understand more about the choices people make when it comes to non-smoking tobacco products.
We did this by analysing a combination of mentions, engagement and general activity for three types of product.
How does Olay's core demographic talk specifically about cosmetic surgery?
Topic comparison over time
In order for Olay to understand more about how their core demographic talked about cosmetic surgery, we collected a large quantity of language data from online forums and blogs relating to the topic.
This was then segmented and compared across annual and monthly periods.
How do fans discuss the NFL in the UK compared to the US?
Global audience comparison
American football is the most watched and talked about sport in the states, and the NFL is the highlight of the American sports calendar, however increasingly it’s getting a bigger and more dedicated fanbase in the UK.
We collected NFL forum data to understand the crucial differences between the hardcore UK fans and their US equivalents.
Very similar or very different? Trump vs Boris...
Comparing speech transcripts
In order to understand more about the two blonde bombshells, Donald Trump and Boris Johnson we took transcripts of political speeches made by each leader and compared the language in all of them.
Students vs. their parents - how do each talk about university clearing?
Demographic comparison
We could guess that students and their parents have wildly different opinions when it comes to choosing a university, but both viewpoints are equally as important when it comes to making the final decision.
In order to inform a targeted comms strategy for universities to implement around clearing, we compared the way each demographic talk on the subject by comparing data collected from online parent forums to conversations found on student forums.
Comparing how millennials talk about buying phones, compared to baby boomers
Demographic comparison
We compared online phone reviews, split by age of the reviewer on a leading phone retailer’s website to inform them about how best to appeal to different age groups.
How does the corporate messaging of two of the biggest global alcoholic drink brands differ ?
Topic comparison
In order to understand how the biggest global alcohol brands are tackling the subject of responsible drinking, we compared the language used on the corporate websites of two of the main manufacturers of alcoholic drinks, Pernod Ricard, and AB inBev to see how the messaging varies, and if there are any universal themes.
Understanding why the sales of British lamb has been declining
Topic comparison over time
Sales of British lamb has been on the decline, so we investigated exactly how consumers have been talking about cooking and eating lamb, and compared this language over a two-year period.
By collecting and scraping data from a parenting forum we could compare how lamb has been discussed. We could then identify the changes in language between these two years which enabled us to make comms strategy recommendations for the British Lamb Board.
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