The first half of this session will focus on building consumer panels, proving a how-to with tips and tricks from the Brandwatch Research team. After this, we’ll dive into a practical example of audience research focusing on the US Whiskey industry.
4. #NYKCON
F
Discover a new
target audience
• New segments of opportunity
• Compare new segment with an
existing segment
Learn more about an
Engaged Audience
• What other subjects/brands
interest consumers
• How does your audience profile
differ from competitors
Deep dive into the
consumer journey
• Determine key brand moments in
the consumer journey
• What is the consumer mindset
during this time
Why Audiences
5. #NYKCON
F
Discover a new
target audience
• New segments of opportunity
• Compare new segment with an
existing segment
Learn more about an
Engaged Audience
• What other subjects/brands
interest consumers
• How does your audience profile
differ from competitors
Deep dive into the
consumer journey
• Determine key brand moments in
the consumer journey
• What is the consumer mindset
during this time
Why Audiences
1 2 3
7. #NYKCON
F
Research questions
• Who is drinking whiskey?
• Who are my consumers and what do they care about?
• What narratives are likely to resonate with my audience?
• When should I be sharing content online?
Data parameters
• Panel of self-identified ‘Whiskey enthusiasts’ on
Twitter, compared to casual drinkers of whiskey and
other spirits
• Data collected via Brandwatch Analytics (January
– December 2016)
• English language only, from the US
Overview
9. #NYKCON
F
Strong ties to US, male executives
55% of US authors to
mention whiskey were male.
Among US enthusiasts this
share grows to 72%.
Lower interest among
students.
-30
-25
-20
-15
-10
-5
0
5
10
15
20
Male Student Executive
PercentagePointsabove/belowotherliquor
drinkers
Whiskey Drinker Demographics (1/2)
Casual drinkers, US Enthusiasts, US
Over-
represented
Under-represented
10. #NYKCON
F
Growing share of female enthusiasts
Among whiskey enthusiasts, female share of voice
grew by an average of 4.4% each month in 2016.
Female share of voice is highest in New York, North
Dakota, Ohio and Vermont.
0
10
20
30
40
50
Jan Apr Jul Oct
%FemaleActivity
Time (Months)
Female Share of Voice over Time
Casual Drinkers Enthusiasts
11. #NYKCON
F
Enthusiasts have culinary interests
Food & drink over-
represented among whiskey
enthusiasts (relative to other
spirits).
-30
-20
-10
0
10
20
30
40
Sports Food & Drink
PercemntagePointsabove/belowotherliquor
drinkers
Whiskey Drinker Demographics (2/2)
Casual drinkers, US Enthusiasts, US
Over-representedUnder-represented
12. #NYKCON
F
Whiskey used in meat and dessert recipes
Meat and barbeque recipes
are popular, especially beef
and steak.
Sweet dishes and baking
also strongly associated,
featuring honey, maple syrup,
pecans, chocolate, cinnamon
and fruits.
13. #NYKCON
F
Pricing less of a talking point for whiskey drinkers
Male consumers mention cost
more often across all liquor
categories (49% more frequently
than female authors).
Cost is less of a talking point for
whiskey drinkers, however
consumers are most cost
conscious when using whiskey
in recipes. Cost is also a growing
talking point.
2.9
1.4
1.7
0
1
2
3
4
All Male Female All Male Female All Male Female
Percentageofmentionsciting
costandaffordability
Cost and Affordability Concerns
Liquor (general) Whiskey Whiskey
(cuisine)
14. #NYKCON
F
Growing interest in Northern States
Where is whiskey popular, relative to
other spirits?
Where is there growth in whiskey
conversation?
1. Kentucky
2. Louisiana
3. Tennessee
1. South Dakota
2. Idaho
3. Montana
Maps created using openheatmap.com
15. #NYKCON
F
Active Friday evenings, between seven and nine
1
2
3
4
5
6
7
%MentionsperDay
Time (hours, EST/GMT)
Time of Day Analysis
12
14
16
%MentionsperDay
Time (days)
Day of Week Analysis
US Whiskey
US Other Spirits
16. #NYKCON
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Recap market opportunities
Strong existing base
• Males
especiallyenthusiasts
• Females
especiallyenthusiasts
Growing consumer base
• TheAmericanSouth
Kentucky,Louisiana,Tennessee
• North/ Northwestern States
SouthDakota,Idaho,Montana
• Whiskeyrecipes
meatdishes,barbecueanddesserts
• Price-consciousconsumers
costisagrowingtalkingpoint
• Technology,travelandbusiness
growinginterestsamongwhiskeydrinkers
• Sports, music,family& parenting
commoninterestsamongwhiskeydrinkers
17. #NYKCON
F
Now You Know :
• how to use Audiences
• what to use it for
learn more about a specific audience (ex: whiskey drinkers, pharmacists)
understand the consumer mindset during a key moment in the consumer journey
learn about your current consumers
…and it’s a wrap!
Show of hands who has used or seen our audience tool? We will be sharing some use cases, going through a quick example of building an audience
Then Mounya will walk us through an example of how this data can be implemented in your research opportunities.