The Conversation Index v4

Think back to the last wrong decision you made for your company. Was it a matter of the relevant data not existing, or the fact that you didn’t spend time seeking it out, working with it, and letting it guide you? It’s getting harder to blame poor choices on lack of information, especially consumer information. For the first time in history, consumers are generating more data than companies know what to do with. It’s digitally archived, accessible, and ready to inform every single decision you make.

We’ve reached the end of assumptions.

12,700,000 consumer data points were analyzed for The Conversation Index Volume 4. Much of what we discovered runs contrary to what we would have assumed, which goes to show how unreliable assumptions are. I’ve included a few of the most interesting findings below, but you’ll definitely want to read the full report, download the infographic, and attend the webinar.

Millennials are more negative

The Millennial generation (consumers 18-34) gives more 1-star reviews than Gen X or Boomers. The most negative Millennials in our analysis hail from Ireland, where 12% of them give products 1- or 2-star ratings. On the other end of the sentiment spectrum, New Zealand’s Millennials are the most positive, giving products 4- or 5-star reviews 92% of the time, which beats the global average by 10%.

Health-related language trends up

In the CPG categories, including food, health, and beauty, the term “healthy” appeared 12% more often in 2011 than in 2010. We expected to see an uptick in Google searches for “healthy” among food options in the same period, but we found the opposite—those searches declined by 10% from 2010 to 2011.

“Healthy” was mentioned 30% more frequently January through April, likely the effect of New Year’s resolutions, as we saw this happen in each year analyzed.

Consumers that mention “organic” in feedback tend to rate the product 2% higher, and use a lot of positive language: “great” and “love” appear in 39% and 29% of this content, respectively.

New releases impact sentiment for old versions

When new versions arrive, consumer opinions about the previous version sour. When iPad 2 was released, the percent of extremely negative reviews doubled for the original iPad, and positive reviews decreased by 5%. When the “new” iPad (third generation) was released, extremely negative reviews shot up by 50%, and extremely positive reviews decreased from 80% down to 72%.

A similar effect is seen with the Call of Duty video game franchise. Call of Duty 2’s release saw 4- and 5-star reviews for Call of Duty plummet from 97% to 88% within a year.

Want more insights from this Index? Dig in.

The Conversation Index v4 Infographic

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