consumer insights for b&q
TRANSCRIPT
-
7/31/2019 Consumer insights for B&Q
1/1
Word of mouth dominates online conversations about B&Q
1. Prompts of conversation for B&QDeals anddiscounts
n = 175 n = 335
Customer
recommendations Going to B&Q
3. Most discussed DIY retailers
B&Q Homebase Wickes
2. Sentiment towards B&Q
LikeLove Balanced Dislike
4. Location of Twitter users
London Kent Manchester Essex Sport TVAnimalsMusic
2.1% 5.1% 87.1% 3.9%
THE DIGITAL INTELLIGENCE SERVICE
New store
openingCurrently atB&Q Flash mob
6.3%
Environmental
eorts
6.9%
Hate
1.8%10.3%17.1% 5.7%20.6%
38.3% 5.0%20.2% 16.4%
Travis Perkins
26.7%
5. Bio interests of Twitter users
Customers are using the web to recommend particular products that can be found at B&Q and frequently suggest shopping there or at a particular
branch; they also seem to value advice via online word of mouth when in the market for DIY products. Attention was drawn to particular branches
when videos of in-store ash mobscirculated YouTube. Competitions to win B&Q vouchers and gift cards (5.1%), second quarter sales (4.0%), and
CSR eorts (3.4%) were also popular conversation prompts beyond those listed above.
n = 969 n = 120
The location of Twitter users reects the fact that all four brands were founded in the
UK and consequently are most heavily based in that region. I t is notable, however,
that despite B&Qs presence in other countries, those other than UK and Ireland
were not represented.
B&Q is the most discussed DIY retailer amongst the selected competitors listed
above, likely due to the companys greater sales revenue as well as a wider global
presence. With over 60 outlets internationally, including Asia, B&Q is able to serve a
greater customer base than its UK and Ireland focussed competitors. Travis Perkins
was more often mentioned than Homebase, despite fewer stores and a more spe-
cialised, builder-specic product oering.
Methodology:
n = 42
Bio interests indicate a high interest in music. Specic mentions of Justin Bieber and
Lady Gaga may suggest that these users remain up to date with popular culture. A
high interest in sport and animals may relate to a general interest in the outdoors,
which is linked to participation in DIY projects; however, only one Twitter user speci-
cally mentioned DIYas an interest. Beyond those listed above, other interests include
technology (4.8%), astronomy (2.4%), and cooking (2.4%).
The search used to form this analysis ran on 16 August 2011 focused on global English
language content and produced 2,059 results, 940 of which were relevant. A 'result'
refers to the raw material our system generates when it scours the web. A 'relevant
result' is a result that is deemed relevant to the subject of the analysis. 'Data' refers to
a rened relevant result - a result that has been considered, and topics and values
applied to produce a piece of data. The 940 relevant results used in this analysis pro-
duced 1,641 pieces of data, a ratio of 1.75 pieces of data per relevant result. I t should
be noted that data is not linear, and not every result provides data to every topic. The
'n' value (n = X) indicates the volume of data used in answering each topic.
Despite the prominence of recommendations, the vast majority of B&Q mentions were of balanced sentiment.
Customers simply advised others that B&Q carries or may carr y a particular product (You can buy them in
places like B&Q), rather than B&Q is the best, worst, or only option. However, it is encouraging to note that
positive statements outweighed negative ones.
errm maybe try argo's
sale/blacks/b and q and we
got 2 2-men tents for like
a tenner each not
too baad :)
@benjayyy @Cruy_Des @Laurenclinton_x
Can't wait 2 go b&q later 2
get my wallpaper an paint 4
this house :))) happy days
xxxx
@Christerphurr Are you
laying a whole garden or just
an area? B&Q do some cheap
(but good quality) rolls of turf
for 3 a roll.
Copyright Truenet 2011. All rights reserved.
9.1%
36.7% 38.1% 14.3% 4.8%7.1%
4.2%5.0%