Understand motivations and needs behind outdoor exploration in 3 markets, using public online discussion forums
Analysing viewers’ conversations to inform future marketing initiatives for the UK’s longest running commercial network.
Understanding needs
Being able to access, summarise and create insights from online discussion, review and conversations about the outdoor exploration market was key to our client’s understanding of consumer motivations and needs across markets.
Connecting data
We collected 100,000s of online conversations from consumer forums focused on outdoor exploration. We then used our AI toolkit to identify the natural conversation clusters (topics) in the data, sized these topics over time and cut the data by brand and country.
Driving change
We created an insightful, standalone report just 3 weeks after project commission to provide rich stimulus for a segmentation hypothesis workshop and inform questionnaire design.