Use case: Compare competitors

What do you know about your competitors?

As products are starting to look all the same, it becomes more important for brands to find out where to make the difference. Is it branding, unique product features or services around the product? Market intelligence is essential. The ones who can give you the best insights are your own clients…. and the ones of your competitors.

why should you read this case study?

Market researchers, product marketeers and communication professionals who are in need of market intelligence about their own products but also about the competition, should read this use case. Be amazed what can be done with customer feedback analysis using NLP technology.

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75

of the perception of customers is based on the color of the packaging

20

increase of sales when a package appeals to the customer

50

of costs are made to design a single product packaging design

Analyzing free format text from traditional research

For a large FMCG company, Wonderflow was asked to run an analysis based on customer feedback that was collected through a regular research (approx 6.000 reviews). Wonderflow extracted the right data from the dataset in order to analyse the free format text. The project had a time-span of only 2 to 3 weeks from beginning (receiving the dataset) to end (reporting with actionalbe insights).

The challenges we faced:

  • Create a POV when starting with new technology in an existing market
  • Collect and extract the right dataset
  • Draw the right conclusions/actionable insights with focus on package design

Product packaging is considered as the ultimate opportunity for marketers to communicate the brand’s message visually

After analysing the feedback through NLP, Wonderflow found out two remarkable topics:

  1. Colour: Customers mention that they prefer white packaging more than colored ones
  2. Branding: Customers appreciate provocative product names such as “Attack Blossom” or “Power of 10 hands”

Results: Based on the analysis the packaging was redesigned following the clear and strong customer insights.

Conclusion

Using results from traditional research that otherwise could not be analyzed, Wonderflow has given clear and actionable insights for packaging design for a specific product and market.

The information in this case study is confidential. Brands and company names are anonymized.

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