fsmu presentation - what people are saying about restaurants
DESCRIPTION
Jason Falls's presentation from FTRANSCRIPT
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✦What Can It Tell Us?
✦How Do You Do It?
✦How Is It Different?
WHY CONVERSATIONAL RESEARCH
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HOW IS IT DIFFERENT
Conversation Report The Social Habit
Anyone posting to a public conversation point
3,000 Americans 12-and-over
Inclusive of anyone; filtered to U.S.-based users and conversations
Representative Sample of U.S. population
Conversations analyzed independent of audience knowledge
Audience surveyed by a marketing professional
Open input from audience; No questions asked
Answers to pre-determined questions
All conversations publicly indexed for a 365-day period
Opinions and answers taken as a snapshot in time
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WHY?
The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research.
- Joan Lewis, Global Consumer & Market Knowledge Of!cer
Proctor & Gamble
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✦Find Restaurant Conversations
✦Discover Common Topics
✦Reanalyze The Topics Without Brand Delineation
✦Ask “What do people say when ...”
METHODOLOGY
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WHAT WE INVESTIGATE
Brands
Topics
Behavioral Triggers
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BEHAVIORAL TRIGGERS
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BEHAVIORAL TRIGGERS
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BEHAVIORAL TRIGGERS
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BRANDS
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BRAND PASSION INDEX
McDonald's
Burger King
Subway
Starbucks
KFC
Chipotle
Dunkin Donuts Taco Bell
Olive Garden
Domino's Pizza
Chick-Fil-A
Fazoli's
Macaroni Grill
Baja Fresh
Buca Di Beppo
Caribou Coffee Firehouse Subs Five Guys
Jason's Deli
Panera Bread
Papa John's
Wendy's
Pizza Hut
Qdoba
Sea$le's(Best(
Zaxby's
Restaurant Passion Index - When They Want The Brand
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
((((((((((((((((((((((((!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
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BRAND PASSION INDEX
Starbucks
McDonald's
Burger King
Subway Dunkin Donuts
KFC
Chipotle
Taco Bell
Olive Garden
Domino's Pizza
Chick-Fil-A
Fazoli's
Macaroni Grill
Naked Pizza Baja Fresh
Buca Di Beppo
Caribou Coffee
Firehouse Subs
Five Guys
Jason's Deli
Panera Bread
Papa John's
Wendy's
Pizza Hut
Popeye's(
Sea+le's(Best(
Zaxby's
Restaurant Passion Index - Overall Conversations
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
((((((((((((((((((((((((!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
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BURGER BPI
McDonald's+
Burger King
Wendy's
Five Guys
Restaurant Passion Index - Burger Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
++++++++++++++++++++++++!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
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CHICKEN BPI
KFC Chick-Fil-A
Popeye's(
Zaxby's
Restaurant Passion Index - Chicken Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
((((((((((((((((((((((((!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
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SUB/SANDWICH BPI
Panera Bread
Firehouse Subs
Subway
Jason's Deli
Restaurant Passion Index - Subs & Sandwich Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
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PIZZA BPI
Domino's
Papa John's Pizza Hut
Naked Pizza
Restaurant Passion Index - Pizza Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
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ITALIAN BPI
Olive Garden Fazoli's
Macaroni Grill
Buca Di Beppo
Restaurant Passion Index - Italian Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
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MEXICAN/SOUTHWEST BPI
Baja Fresh
Qdoba
Taco Bell
Chipotle
Restaurant Passion Index - Mexican/Southwest Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
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COFFEE SHOP BPI
Starbucks
Dunkin' Donuts
Seattle's Best
Caribou Coffee
Restaurant Passion Index - Co!ee Shop Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
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ange
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BRANDS
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BRANDS
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BRANDS
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BRANDS
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OFFLINE VS. ONLINEOnline
Conversations
Storefront Conversations
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STOREFRONT
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VENUERANK
Rank Loca(on Restaurant Type
Brand
#1 Omaha NE Mexican Qdoba
#2 Fort Worth TX Coffee Starbucks
#3 Miami Beach FL Pizza Naked Pizza
#4 Las Vegas NV Italian Macaroni Grill
#5 New York NY Burger 5 Guys Burger and Fries
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AVERAGE VENUERANK
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COMMUNITY SIZE
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LOCAL ACTIVITY RATING
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✦ The more local the strategy, the better the scores
✦Women comment more than men, but in these brands, not overall
✦ Themes (food quality, service, health) matched
✦ Taxonomy in-store is different
✦ Social Network conversations or comments are very different than review sites
✦Niche verticals (Italian, etc.) produce a higher degree of older participants
VENUE-BASED INSIGHTS
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TOPICS
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TOPICS
HEALTH
SERVICE
ADVERTISEMENTS
PRICE
FOOD
Restaurant Topic Comparison
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
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✦ People pay lip-service to health, but want good food, fast
INSIGHTS
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✦ People pay lip-service to health, but want good food, fast
INSIGHTS
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✦ People pay lip-service to health, but want good food, fast
✦ Don’t be afraid ... most online conversations are positive
✦ Customer service is an easy point of contention ... deal with it
✦ PR “nightmares” are passing moments
✦ Twitter is a major source of conversation ... but the fleeting kind
✦ There’s no such thing as “casual” “fast casual” “quick-service” in consumer mindset
INSIGHTS
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