Now You Know London 2019: 3 Things To Get Excited About
By Gemma JoyceSep 9
Published October 9th 2018
Imagine you’re launching a product targeted at parents.
You’ll probably want to run a focus group to gauge their interests.
So, you spend £500 renting a space. £750 recruiting facilitators. £100 for participant incentives. £1,000 for a moderator. And £1,500 for the report and analysis.
In total, a six-person focus group comes out at £3,850.
And that’s for just one focus group.
What if, instead of a two-hour session, you could easily hear discussion all the time? What if, instead of just six people, you could interact with 12 million? And what if, instead of focusing on one or two topics, you could analyze everything from brand preferences, to favorite emojis?
Today, we’re happy to announce that Brandwatch is the first social listening platform to offer full access to Mumsnet data.
In addition to full ongoing coverage, customers will also be able to analyze five years of historical Mumsnet data.
Mumsnet is the UK’s largest and most active forum for parents. With 14 million monthly users and 1 million posts a month, it’s one of the world’s largest online communities.
Mumsnet users are anonymous. They don’t feel pressure to ‘keep up appearances’ and there is no limit on post length. Parents regularly express their views, opinions and advice on a variety of topics. This helps provide a rich source of brand, product and topical insight.
“Parents don’t just communicate on social. In fact, for opinionated discussion from parents, you probably need to look elsewhere.
Mumsnet clearly provides a solution for brands seeking to understand this audience.” – Matt Navarra, Social Media Consultant
Mumsnet data shouldn’t be seen as just a source for UK brands targeting parents. The rich insights available can be used by global brands for a number of use cases:
Starbucks is consistently seen as healthier than other fast food brands. The Seattle coffee company have built a perception with parents that it’s better for you than McDonald’s, KFC and others.
This is great for Starbucks as it increases their pool of potential customers. Interestingly though, it’s not technically true. In fact, Starbucks’ chicken and bacon panini (620 calories) contains more calories than a Big Mac (540 calories) and the coffee company’s cinnamon roll frappuccino (510 calories) is worse for you than a KFC Zinger burger (480 calories).
While these are just specific examples, it highlights how successful Starbucks has been in building a healthy brand image.
Halfords garners the highest percentage of ‘cheap’ discussion followed by IKEA and Argos.
Topshop, on the other hand, is seen by parents to be significantly more expensive, with 65% of priced based discussion referencing how expensive the brand is. Interestingly, they’re followed by arguably more expensive brands like House of Fraser, Waitrose and M&S.
Two telecoms providers, BT and Sky, generate the most negativity. More than 60% of the emotive discussion about them on Mumsnet is negative, more than every other brand we analyzed.
The main driver for this negativity is complaints. Parents regularly use Mumsnet to vent about problems they’ve experienced with those brands.
While sentiment and common complaints provide vital data for measuring brand health, Mumsnet can also shed light on consumer preferences. The following list reveals the holiday destinations parents talked most about in summer 2018:
This information is vital for travel companies planning, creating and marketing new holiday destinations.
Canada, for instance, is being talked about almost 2x more than last year. Airlines could use this insight to offer a bespoke deal for families, helping them capture this lucrative, growing market.
To truly understand how parents perceive these brands we should segment conversation by the types of words they use to describe each brand.
Land Rover, Mercedes and Jaguar are among the most likely to be referred to as “luxury,” while Volkswagen dominates chatter around “safety.” Interestingly, Mazda has sparked chatter around its vehicles’ “fuel efficiency” while Honda is noted for its “handling”.
Businesses can use social intelligence to dig into each category and uncover the verbatim conversations surrounding certain aspects of their vehicles.
Such analysis helps companies gain a sense of how their audiences are describing their competitors’ brands and cars, which can help direct marketing messaging and even provide valuable feedback for future car models and designs.
With 5 years of historical data and over 50 million conversations logged, we’ll have insights about how parents view your brand.
If you’re a customer, simply log in and access the data today.
If you’re not, click here to get a demo and see what parents are saying about you.