C5i Case Studies Verbatim analysis of toothpaste and mouthwash concept testing results

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	Verbatim analysis of toothpaste and mouthwash concept testing results C5i

Verbatim analysis of toothpaste and mouthwash concept testing results

C5i

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
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

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

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 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.

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.

Impact #1	Protection and prevention-related themes are the most preferred across concepts/ideas
Impact #2	Toothpaste product concepts that offer benefits such as “fights bacteria” and “fights germs” are well received
Impact #3	For mouthwash concepts, the most preferred theme was “protects mouth, teeth and gums”

Impact #1

Protection and prevention-related themes are the most preferred across concepts/ideas

Impact #2

Toothpaste product concepts that offer benefits such as “fights bacteria” and “fights germs” are well received

Impact #3

For mouthwash concepts, the most preferred theme was “protects mouth, teeth and gums”

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Overview

Verbatim analysis of toothpaste and mouthwash concept testing results

Operational Impact