Project

 Highlights   Our  Client’s  Goals  

Goal  –  Explore  and   Collective  Intellect  (CI)  was  commissioned  to  
manage  online   assist  a  Consumer  Packaged  Goods  (CPG)  client,  
audience  data  for   which  sells  breakfast  food  products,  to  explore  
insights  into  the   and  manage  their  online  audience  data  to  reveal  
consumer’s  view  of   how  customers  use  and  view  their  brand  and  
the  brand  and   products.    
perform  open-­‐ended  
analysis.   Results  
Results  –  Identified   Collective  Intellect  quickly  identified  an  
a  new  trend   interesting  trend  in  which  consumers  were  
revealing   combining  their  client’s  product  with  Greek  
unexpected  product   yogurt  in  order  to  make  the  yogurt  more  
uses.   interesting  and  taste  better.    Some  authors  
mentioned  the  health  benefits  of  both  products  
 
and  shared  their  ideas  with  others  on  popular  
message  boards  such  as  Weight  Watchers  and  Babycenter.    

Insights  into  social  media  conversations  provided  our  client  with  examples  of    
“new  uses”  for  their  brand.    This  type  of  analysis,  often  called  white  space  
analysis,  can  provide  brands  with  additional,  previously  unknown  intelligence  
on  how  consumers  use  a  company’s  products  in  both  traditional  and  non-­‐

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com

 
traditional  ways.  This  information  can  be  shared  across  an  organization  to  
support  new  brand  messaging,  packaging,  partnerships  or  products.      

How  CI  Approached  the  Project  

Working  with  our  client,  CI  first  determined  where  along  the  social  media  
maturity  curve  the  client  organization  was  located.  Together,  we  concluded  
that  their  initial  business  goals  could  be  met  by  applying  the  Social  Research  
methodology  and  tools.    

Utilizing  a  multi-­‐dimensional  analysis  that  blends  qualitative  and  quantitative  

research,  CI  was  able  
to  give  our  client  a  
robust  and  accurate  
understanding  of  the  
consumer  behavior  
landscape  both  from  a  
brand  and  product  
perspective.    

Once  we  had  

configured  the  
analysis  to  be  
repeatable  and  
consistent  over  time,  
our  next  step  was  to  integrate  this  data  into  an  automated  dashboard.  
Working  with  our  client,  we  felt  it  was  critical  to  incorporate  social  data  into  
an  existing  metric  framework  to  create  a  more  comprehensive  view  of  key  
business  indicators  (KPIs).    

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com

 
Suggested  Next  Steps  
As  businesses  move  along  the  social  media  maturity  curve,  their  
understanding  and  integration  of  social  media  data  evolves.  Companies  at  the  
Social  Research  phase  are  not  only  actively  engaged  with  their  customers  but  
are  beginning  to  include  customer  input  to  help  drive  product  development  
and  strategic  partnerships.    

Social  data  provides  relevant  customer  insights  that  can  help  extend  
traditional  CRM  systems  with  online  profile  or  author  information.    We  
recommended  to  this  client  that  they  now  begin  to  fully  integrate  social  media  
data  for  augmentation  within  a  CRM  application  to  further  refine  and  extend  
their  understanding  of  their  customer’s  preferences  and  intentions.  Social  
CRM  can  create  a  more  inclusive  customer  data  picture,  marrying  online  and  
offline  profile  details,  to  create  more  effective  and  tailored  social  targeting.      
Simply  put,  you  can  communicate  the  right  message,  from  the  right  employee,  
to  the  right  prospect,  at  the  right  place  and  time  to  achieve  a  desired  
consumer  response  and  thus  ROI.    

Our  Semantic  Methodology  

Collective  Intellect  uses  semantic  technology  based  on  Latent  Semantic  
Analysis  (LSA)  to  expose  latent  contextual-­‐meaning  within  a  large  body  of  
text.      Sophisticated  language  processing  is  the  critical  foundation  for  
successful  social  media  analysis.  Accurate  insights  of  consumer  conversations  
that  are  repeatable,  scalable  and  consistent  can  only  be  achieved  using  
technology  that  is  able  to  categorize  enormous  volumes  of  social  media  
conversations  for  customer  preferences,  intent,  demographics,  even  
sentiment.        

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com

 
CI  Services  &  Tools  Used  on  Project  
CI  Insight  -­  provides  multi-­‐dimensional  analysis,  blended  qualitative  and  
quantitative  analysis,  demographics  and  psychographics  analysis,  in  an  
integrated  consumer  conversation  analytical  hub.  

CI  Learn  -­  supports  clients  with  a  wide  array  of  full  service,  customized  
social  media  research  deliverables  that  uncover  valuable  insights  into  
consumers’  unprompted  and  unbiased  thoughts,  opinions,  considerations  
and  preferences  that  they  express  in  social  media  conversations.    

CI  View  –  offers  a  management  dashboard  which  highlights  key  

performance  indicators,  and  tracks  how  effective  the  client/agency  are  at  
influencing  customer  behavior  and  attitudes  through  marketing,  sales  and  
customer  support  activities.  It  is  a  customizable  data  viewer,  displaying  
continuously  updated  and  fully  analyzed  social  media  conversations.  

2040 14th Suite 200 Boulder, CO 80302 720-259-3060 http://www.collectiveintellect.com