Case Studies Discover How Our Insights Will change everything

How Relative Insight used its own platform to shape its brand messaging

Audience research & brand positioning

Relative Insight is relaunching its website, and as a company that spends its time stressing the vital importance of shaping relevant content through the use of resonant language we thought it sensible to use our own platform to help us shape our own messaging.

Our business is all about helping brands and agencies to better understand audiences, so what better way to show how language comparison methodology is useful, than to put our own technology through its paces, and get a taste of our own medicine?

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How language comparison helped a brand empathise with its customers

Comparing topic conversation in forums

We worked with an over the counter, topical pain-management brand in the UK who wanted to develop a comms strategy to help them become more than a transitory choice in this category for consumers.

They wanted to move beyond being “that pain cream stuff” and into the hearts and minds of consumers, positioning themselves as a partner to help people achieve great things in sport, exercise and their everyday life.

To do this, we analysed thousands of conversations in forums that discussed pain in order to discover ‘unknown unknowns’ about people’s relationship with it.

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How qual research can get PRs their coverage

White paper

Very often, brands and agencies decide that the most obvious way to back up any research that they want to get press attention for is by conducting large-scale quantitative surveys and polls.

The problem with this, is that although it’s relevant and right – it’s boring, and so journalists won’t use it.

This white paper showcases how qualitative long-form survey results can be analysed, and why the results are so valuable for PR and comms professionals.

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Comparing job ads of social media giants to see how they vie for top talent

Comparing job ads

There is a subtle art to the getting the language of job listings right in order to determine whether a company will attract the right calibre of candidates.

By comparing the language used in job descriptions, Relative Insight is able to pinpoint differences in words that companies use to appeal to relevant talent.

These linguistic differences could transform a workforce, shape the direction that an organisation takes, and then eventually be responsible for the success or failure of that organisation.

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Comparing media coverage on Burberry's LFW shows over time

Comparing media coverage over time

Burberry kicked off London Fashion Week 2020 with its first ever virtual show, and so to understand exactly how this show went down with the fashion media compared to previous years, we compared all coverage from 2018 – 2020.

As well as analysing global coverage in the fashion press over the given time periods, we layered it with social data from fashion writers and influencers who attended the shows.

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Analysing reactions to Christmas Adverts: 2019 vs 2020

Comparing consumer reactions on social media

The hotly anticipated Christmas adverts have finally been revealed to our nation’s eager eyes. Yet with worry and anxiety being an overwhelming feeling of 2020, have Christmas ads had the same effect as previous years?

To understand whether coronavirus has changed audience reactions to Christmas ads this year, we analysed consumer conversations on social media over time. We used Relative Insight’s text analysis technology to compare Twitter data from 2019 to 2020, to discover ‘unknown unknowns’ in how audiences talk, and to find out whether coronavirus has stolen Christmas.

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How do Gen Zs talk about dating apps compared to Millennials?

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.

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How a fashion brand analysed survey data to shape in-store customer experience

Comparing open-ended questionnaire results

Recognising a disconnect between sales targets and customer service, a leading fashion retailer wanted to scientifically analyse huge quantities of mystery shopper survey data.

The brand regularly conducts open-ended mystery shopper surveys on a huge scale, which traditionally has been difficult and time-consuming to code – but by using Relative Insight, they were able to quickly compare all this qual data in order to make huge changes to their in-store customer experience training programmes.

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How language comparison prepared F1, and its fans for the future of racing during COVID

Comparing social data with open-ended questionnaire results

As global lockdown restrictions began to ease in the summer of 2020, Formula 1 needed to start preparing for the times they could start to welcome audiences back to the track.

To understand how people felt about attending race weekends, F1 analysed fan conversations happening over time in forums, which they overlaid in Relative Insight’s platform with data generated from open-ended questionnaire responses.

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Comparing customer reviews of shipping companies to benchmark each against the other

Brand positioning and competitor benchmarking

Comparing online reviews from competing businesses can give a glimpse into the unique challenges and strengths of different brands as perceived by customers.

We compared hundreds of customer reviews left about four US shipping companies – USPS, UPS, FedEx and DHL to spot differences in the ways their customers talk about them. These insights throw up all the factors that can help each brand become more successful.

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The difference between relevant and resonant marcomms

White paper

It is broadly agreed and believed that if you surface relevant content to customers, they are likely to respond in the desired way that your call to action requires.

But if you serve content that resonates – and you’re able to evoke strong feelings, memories or emotions, then people are more likely to think about your product or brand out of context, and keep you in front of mind for longer.

In this white paper, James Cuthbertson considers the differences between creation vs conversion and how – with the help of language comparison methodology, messaging can speak to consumers long after they’ve clicked ‘add to basket‘.

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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.

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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.

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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.

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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.

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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.

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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.

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How do three ice cream brands use social media to communicate with their customers?

Brand comparison

We wanted to find out how three market -leading ice cream brands interact with their consumers on social media and to see exactly how they differentiate themselves from one another.

To do this, we analysed the tweets of Håågen Dasz, Ben & Jerry’s and Halo Top and their customers in the UK. We compared the language data used by these brands to pinpoint differences in brand positioning and tone of voice to see what social media strategy they’re implementing.

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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.

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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.

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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.

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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.

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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.

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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.
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Comparing the 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’.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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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