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 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.
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 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.
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.
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.
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 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.
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 opioid users talk in order to crisis manage opioid overuse
Audience comparison
The opioid crisis in the US has escalated in recent years, and over 130 people each day die from an overdose.
Meanwhile, prescription rates in the UK has doubled over the last 10 years, so we wanted to find out how these problems differ.
Understanding how people in the US and UK speak about opioids illustrates how different the problems are, so we compared Twitter conversations in the two countries.
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.
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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