Conversition May 2012 Webinar Presentation by: Michael Mayers, VP, Business Development

1. The truth
Can a mixed mode approach to social media research power
consumer insight in the super premium smoothie category?
Michael Mayers
Vice President, Business Development

2. About Conversition
Conversition is a social media research data provider
• Founded in 2009 by senior managers from IPSOS and NPD Group
• Acquired in May 2011, part of the e-Rewards, Inc. group of companies
• Social media research data provider focussed exclusively on the needs of the agency-
and corporate market researcher
• Advocates a mixed-mode “listening & asking” approach to social media research
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3. The research challenge
Taking a consumer-driven approach to brand research
• Research hypotheses driven only by social media consumer verbatims
• Just one day for study design, fieldwork, and analysis
• Using only social media-driven research from Conversition
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4. The integrated social media research methodology
Relevant
Authentic
• Structure & codification
Listen • Exploration & discovery
• Hypothesis generation
• Dimensionalize
Ask • Confirm
• Validate
• Meaningful
• Validated
• Actionable
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5. Naked leads the super premium fruit smoothie category
Where does it go from here?
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6. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Listen to unsolicited customer comments, generate research hypotheses
“I have a 7 year old who will
not eat anything green, but Hypothesis 1: A significant market exists to
likes green machine naked produce a range for children
juice.”
“its got soy protein in it. soy
makes your body produce
Hypothesis 2: The addition of soy protein is
estrogen. its good if ur a female. i
want yall to make one with just an issue for men
whey protein. u know "for men"
“its like drinking a smoothie made Hypothesis 3: The Protein Zone range has a
with sand” taste issue
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.
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7. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Listen to unsolicited customer comments, generate research hypotheses
“I have a 7 year old who will
not eat anything green, but Hypothesis 1: A significant market exists to
likes green machine naked produce a range for children
juice.”
“its got soy protein in it. soy
makes your body produce
Hypothesis 2: The addition of soy protein is
estrogen. its good if ur a female. i
want yall to make one with just an issue for men
whey protein. u know "for men"
“its like drinking a smoothie made Hypothesis 3: The Protein Zone range has a
with sand” taste issue
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.
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8. Hypothesis 1: A significant market exists to produce a range for children
9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Deeper dive into unsolicited customer comments
I have a 7 year old who will
not eat anything green, but
likes green machine naked
juice.
It seems really healthy. I
give it to my lo once in a I mix a few ounces with
while and he LOVES it. When I have kids they will milk and he devours the
only be drinking this green stuff.
machine naked drink
because it is just to bomb
all my kids love it. it and its healthy!
also has vegetables in
it. Baby love love
loves it. LO loves Green
Not only did it give nutrients
until he got a little older, he Machine
started associating the color
green with good taste.
There exists considerable discussion online about the benefits of giving fruit smoothies generally, and Naked fruit
smoothies specifically, to children as part of a healthy, nutritious diet
8 Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.

9. Hypothesis 1: A significant market exists to produce a range for children
9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Codify and analyze survey open ends
Stealth nutrition For picky eaters
ensure that they are getting there
needed portions of daily fruit They're great for picky eaters because
(without them really realizing it). they taste good and give them nutrients.
For busy parents Alternative to soda
Naked – a treat
I am horrible at planning for parents?! prefer my daughter to drink fruit
healthy meals and smoothies as opposed to sodas or
cooking, so we rely other high calorie drinks
heavily on smoothies.
keeps them from eating
too much unhealthy
snacks between meals
Healthy snack
Themes emerged from the survey open ends around using Naked as a hassle-free supplement for kids’ diets, alternatives
to unhealthy options, and a way to suppress appetites intra-meal. Naked is being used as a nutritional tool by parents.
Source: Conversition survey using SurveyTool fielded April 15, 2012. Examples of open ended comments are from respondents who had given
Naked fruit smoothies to their children and were asked about the primary benefits of doing so (n=463).
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10. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Listen to unsolicited customer comments, generate research hypotheses
“I have a 7 year old who will
not eat anything green, but Hypothesis 1: A significant market exists to
likes green machine naked produce a range for children
juice.”
“its got soy protein in it. soy
makes your body produce
Hypothesis 2: The addition of soy protein is
estrogen. its good if ur a female. i
want yall to make one with just an issue for men
whey protein. u know "for men"
“its like drinking a smoothie Hypothesis 3: The Protein Zone range has a
made with sand” taste issue
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.
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11. Hypothesis 2: The addition of soy protein is an issue for men
9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Good old Google search
True or not, discussion around whether soy protein reduces testosterone is a hot topic on health, fitness and weight
training-related websites.
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12. Hypothesis 2: The addition of soy protein is an issue for men
9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Conduct pulse survey to determine extent of issue
Thinking about soy protein, with which of the following statements would you agree?
Reduces the risk of heart disease 54%
Reduces the risk of cancer 34%
Improves cognitive function 26%
Helps with menopausal symptoms 24%
None of these 20%
16% of respondents think that soy protein
Reduces levels of testosterone in men 16% reduces levels of testosterone in men. Is
this a problem?
Source: Conversition survey using EvoListen fielded April 13, 2012 (n=250). Response time = 11 mins. Respondents
were allowed to select more than one option. Statements were randomized to reduce order bias.
In a pulse check survey 16% of 250 random respondents thought that soy protein reduces levels of testosterone in men.
Given that protein-based drinks are aimed at the health & fitness market, could this be an issue?
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13. Hypothesis 2: The addition of soy protein is an issue for men
9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Demographic analysis
22% of Male respondents agreed that soy Of that 22%, nearly half were in the 18 – 24 year old
protein reduces levels of testosterone in men age bracket
18 - 24 44%
Male 22%
25 - 34 13%
35 - 44 11%
Female 10% 45 - 54 10%
55+ 0%
Source: Conversition survey using EvoListen fielded April 13, 2012 (n=250). Source: Conversition survey using EvoListen fielded April 13, 2012 (n=250).
A key named ingredient in the Protein Zone range of Naked fruit smoothies is considered by 44% of 18 – 24 year old males
to reduce levels of testosterone. This could be a serious consideration and purchase barrier within that demographic.
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14. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Listen to unsolicited customer comments, generate research hypotheses
“I have a 7 year old who will
not eat anything green, but Hypothesis 1: A significant market exists to
likes green machine naked produce a range for children
juice.”
“its got soy protein in it. soy
makes your body produce
Hypothesis 2: The addition of soy protein is
estrogen. its good if ur a female. i
want yall to make one with just an issue for men
whey protein. u know "for men"
“its like drinking a smoothie made Hypothesis 3: The Protein Zone range has a
with sand” taste issue
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.
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15. Hypothesis 3: The Protein Zone range has a taste issue
9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Deeper dive into unsolicited customer comments
i just wish it wasn't so gritty
the graininess is
not tolerable at the grittiness was hard
all!! to get use to at first
This is the only naked drink
i don't love. too grainy!
its like drinking a
smoothie made
just don't like the
with sand
chalky texture on
It has a grainy texture im this one
not sure i like
Significant amounts of unsolicited social media content suggests users have an issue with the taste and texture of the
Protein Zone range, specifically issues around “grittiness” and “chalkiness”
15 Source: Conversition “EvoListen” social media consumer verbatims from period 1 Apr, 2011 – 31 Mar, 2012.

16. Hypothesis 3: The Protein Zone range has a taste issue
9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Analyze survey data
Over 40% of users would recommend that a new Protein Zone flavor reduced the level
of chalkiness or grittiness.
Low sugar 47.7%
Low calorie 43.2%
Reduced chalkiness or grittiness 41.5%
Better consistency 30.7%
Whey protein only 19.0%
Source: Conversition survey using SurveyTool fielded April 13, 2012. Respondents were asked “If Naked were planning a
new version of the Protein Zone flavor, which changes would you recommend?” (n=1,099)
Consumers desire a less textured formula for the Protein Zone range of Naked fruit smoothies. Interestingly they would
also value low sugar / low calorie versions.
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17. 9:00am 10:30am 11:00am 12:30pm 3:30pm 6:30pm
Summary and recommendations
Parents are using Naked fruit smoothies as an The market seems willing to accept a line
easy and effective means of giving their extension aimed at the specific nutritional
children fruit and vegetables needs of children
Soy-based protein has negative perception Naked should consider using a whey protein
issues amongst 18 – 24 year old males, a key only formula or launching a new flavor aimed at
buying group the 18 – 24 male segment
The Protein Zone range is valued by drinkers,
Improve the Protein Zone formulas to reduce
but taste and consistency could be significant
“chalkiness” and “grittiness”
purchase barriers
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18. Why use integrated social media research?
This methodology exploits the strengths of passive social media listening with traditional
survey techniques to quickly and cost-effectively deliver meaningful, substantiated,
actionable consumer insights
• Listen first: Take a consumer-driven approach to your research. Listen to what
brand stakeholders have to say.
• Flexible, relevant, real-time research: With no trade off in quality or actionability.
• Cost effective: Exploit the cost advantages of social media-based research
channels.
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19. Q&A
For more information email us at:
hello@conversition.com