Brand Analytics Tips – How Old is Your Brand?

Tom H. C. Anderson
January 5th, 2016

Text Analytics Tips

Text Analytics Tips Answers, How Old Is Your Brand? – Using OdinText on Brand Mention Type Comment Data
By Tom H. C. Anderson

[METHODOLOGICAL NOTES (If you’re not a researcher feel free to skip down to ‘Brands & Age’ section below): In our first official Text Analytics Tips I’ve started with exploring one of the arguably simplest types of unstructured/text data there is, the unaided top-of-mind ‘brand mention’ open-ended survey question. These kinds of questions are especially important to brand positioning, brand equity, brand loyalty and advertising effectiveness research. In this case we’ve allowed for more than one brand mention. The questions reads “Q. When you think of brand names, what company’s product or service brand names first come to mind? [Please name at least 5]”. The question was fielded to n=1,089 US Gen Pop Representative survey respondents in the CriticalMix Panel in December of 2015. The confidence interval is +/-2.9% at the 95% confidence level]

Making Good Use Comment Data Can Be Easy and Insightful

An interesting and rather unique way to look at your brand is to understand for whom it is most likely to be top-of-mind.

Unfortunately, though they have proven more accurate than structured choice or Likert scale rating questions in predicting actual behavior, free form (open end) survey questions are rare due to the assumed difficulty in analyzing results.  Even when they are included in a survey and analyzed, results are rarely expressed in anything more useful than a simple frequency ranked table (or worse, a word cloud). Thanks to the unique patented approach to unstructured and structured data in OdinText, analyzing this type of data is both fast and easy, and insights are only limited to the savviness of the analyst.

The core question asked here is rather simple i.e. “When you think of brand names, what company’s product or service brand names first come to mind?”. However, asking this question to over a thousand people, because of the share volume of brands that will be mentioned (in our case well over 500), even this ‘small data’ can seem overwhelming in volume.

The purpose of this post is to show you just how easy/fast yet insightful analysis of even more specific and technically more basic comment data can be using Next Generation Text AnalyticsTM.

After uploading the data into OdinText, there are numerous ways to look at this comment data, not only the somewhat more obvious frequency counts, but also several other statistics including any interesting relationships to available structured data. Today we will be looking at how brand mentions are related to just one such variable, the age of the respondent. [Come back tomorrow and we may take a look at a few other statistics and variable relationships.]

Text Analytics Tips Age OdinText

Brands by Age

Below is a sortable list of the most frequently mentioned brands ranked by the average age of those mentioning said brand. This is a direct export from OdinText. The best way to think about lists like these is comparatively (i.e. how old is my brand vs. other brands?). If showing a table such as this in a presentation I would highly recommend color coding which can be done either in OdinText (depending on your version), or in excel using the conditional formatting tool.

[NOTE: For additional analytics notes and visualizations please scroll to the bottom of the table below]

 

Brand Name Average Age
Maxwell House 66
Hunts 66
Aspirin 66
Chrysler 64.6
Stouffers 63.7
Marie Callender’s 63.7
Walgreen 63.7
Cooper (Mini) 63.7
Bayer 62.6
USAA 62.5
Epson 62.5
Brother 61.3
Aol 61.3
Comet 61.3
Snapple 61.3
Lowes 61.2
Marriott 60.3
Ritz 60.3
Hellman’s 60.3
Ikea 60.3
Belk 60.3
State Farm 60.3
Oscar Mayer 60
Folgers 59.8
Libby’s 59.8
Hormel 59.2
Depot 59.2
Heinz 59.2
Electric 59.2
Bordens 59.2
Nestles 59
Green Giant 59
Sargento 58.3
Del Monte 58
Prego 58
Kashi 58
Westinghouse 58
Stouffer 58
Taylor 58
Home Depot 57.6
Publix 57.5
Banquet (Frozen Dinners) 57.5
Buick 57
Krogers 57
Hellman’s 57
Safeway 56.5
Purex 56.4
Hewlett 56.4
Unilever 56.1
RCA 56.1
Post 56.1
P&G 55.9
Budweiser 55.9
Yoplait 55.8
Chobani 55.7
Ragu 55.7
Campbell’s 55.5
Wells Fargo 55.2
Hershey 55.1
Betty Crocker 55
Sharp 55
Hines 55
Trader Joe’s 55
Palmolive 54.9
Kia 54.7
Lexus 54.7
Life 54.7
Hotpoint 54.7
Campbells 54.6
Oscar Mayer 54.5
Dial 54.4
Nissan 54.4
Hillshire Farms 54.3
Motorola 54.1
Keebler 54
CVS 53.8
Canon 53.8
Lakes 53.7
Pillsbury 53.3
Hilton 53.3
Faded Glory 53.3
Friskies 53.3
Duncan Hines 53.3
Puffs 53.3
Olay 52.8
Sketchers 52.5
Fred Meyer 52.5
Delta 52.5
Hunt 52.3
Bose 52.3
Ocean Spray 52.3
Ivory 52.3
Swanson 52.3
Dewalt 52.3
Firestone 51.8
Estee Lauder 51.5
Miller 51.5
Tide 51.4
Honda 51.3
Meijer 51.3
Perdue 51.3
Jeep 51.3
Head 51.3
Lee Jeans 51.3
Pantene 51
Chevrolet 51
Cannon 50.8
Chef Boyardee 50.8
Frito Lay 50.6
Avon 50.5
Motors 50.4
Kodak 50.4
General Mills 50.2
BMW 50
Lipton 49.8
Kohl’s 49.8
Goodyear 49.7
Kraft 49.6
Craftsman 49.5
Sunbeam 49.4
IBM 49.3
Frigidare 49.1
Sears 49.1
Ford 49.1
Walgreens 49.1
Dole 49.1
Chevy 49
Wonder (Bread) 49
Dannon 49
JVC 49
Hyundai 49
Clinique 49
Marlboro 49
Mercedes 49
Gerber 49
Acme 49
Kleenex 48.8
Kelloggs 48.7
JC Penney 48.6
Louis Vuitton 48.5
Calvin 48.4
LL Bean 48.4
Gillette 48.4
Johnson & Johnson 48.3
Shell 48.3
Kenmore 48.1
Dawn 48
Hanes 48
Macdonalds 48
Tylenol 48
Colgate 47.5
Wrangler (Jeans) 47.3
Burger King 47.3
Whirlpool 47.1
GMC 47
Yahoo 46.9
Dish Network 46.8
Verizon 46.7
Hersheys 46.6
Whole Foods 46.5
Sara Lee 46.5
Hostess 46.5
Mazda 46.5
Toyota 46.4
Arm & Hammer 46.4
Nabisco 46.3
Tyson 46.1
Starbucks 46
Wal-Mart 45.9
Western Family 45.8
Wegmans 45.8
Dr Pepper 45.7
Hulu 45.7
Time Warner 45.7
Maybelline 45.7
MLB 45.7
Iams 45.7
Cox 45.7
Country Crock 45.7
Compaq 45.7
Sonoma 45.7
Quaker Oats 45.7
Nordstrom 45.4
Coca 45.3
Champion 45.3
Bass 45
Chrome 44.7
Coors 44.7
iPhone 44.6
Bounty 44.5
Dodge 44.4
Maytag 44.3
Black & Decker 44.2
Pfizer 44.2
Suave 44.2
HP 44
Scott 44
Subway 44
Skechers 44
Geico 44
Panasonic 43.9
Lays 43.8
KFC 43.8
Charmin 43.8
Dell 43.8
Polo 43.8
Windex 43.7
Burts Bees 43.5
Purina 43.5
Clorox 43.5
Columbia 43.3
Ralph Lauren 43.2
Visa 43.2
Pepsi 43
Crest 43
NFL 43
Sanyo 43
Dove 42.9
Intel 42.9
Wendy’s 42.8
Kroger 42.8
Remington 42.3
Phillips 42.3
Mars 42.3
Cover Girl 42.3
Heb 42.3
Twitter 42.3
Amazon 42
Body Works 42
Best Buy 41.8
Costco 41.8
Banana Republic 41.8
Disney 41.7
Amway 41.7
Levi 41.5
Sony 41.4
Samsung 41.4
Macy’s 41.1
Glade 41.1
Boost 41
Boost Mobile 41
Toshiba 40.8
Ebay 40.8
Comcast 40.7
Facebook 40.6
Walmart 40.5
Microsoft 40.5
Google 40.4
Kitchen 40.4
Nestle 39.8
Mcdonalds 39.5
Gucci 39.5
Vons 39.3
Philip Morris 39.3
Loreal 39.3
Mattel 39.1
Apple 39
Pepperidge Farm 39
Vizio 39
Lysol 39
Ugg 39
Tropicana 39
Sure 39
Fila 39
Tmobile 39
Coach 38.9
Acer 38.8
Tommy Hilfiger 38.6
Nike 38.1
Target 38
Old Navy 37.9
Chase 37.8
Michael Kors 37.7
K-Mart 37.5
Lenovo 37.5
Equate 37.2
Hoover 36.8
Under Armour 36.6
Windows 36.5
Asics 36.5
Kitchenaid 36.5
Victoria’s Secret 36.2
Mac 36.1
Reebok 36.1
Android 36
Direct TV 36
Sprint 36
Netflix 35.9
Adidas 35.7
Citizen 35.7
New Balance 35.6
Guess 35.4
Bic 35.2
Great Value 35.2
Pizza Hut 35
Puma 34.9
Asus 34.4
Fox 34.3
Justice 34.3
North Face 34.1
Xbox 33.6
Gap 33.4
Doritos 33.4
HTC 33.4
Converse 33.3
Sprite 33.2
Febreeze 33
Axe 33
Kay 32.7
Glad 32.7
Mary Kay 32.7
Viva 32.7
Reese’s 31.8
Lego 31.7
Amazon Prime 31.5
Nintendo 31.2
Vans 31.2
Taco Bell 31
Fisher Price 30.4
Chanel 29.7
Old Spice 29.7
Playstation 29.4
Eagle 29.4
Hamilton Beach 29.3
Footlocker 29.3
Pink 29.3
Swiffer 29.3
Timberlands 29.3
Naked Juice 29
Youtube 29
Bing 29
Air Jordans 28.4
Huggies 28.2
Aeropostale 27.7
Hollister 27.3
Prada 27.3
Carters 26.8
Kirkland 26.3
Forever 26.3
Aeropostle 26.3
Arizona 25.6
Pampers 24.5
Versace 24.5
Urban Outfitters 24.5

 

A few interesting points from the longer list of brands are:

The oldest brand, “Maxwell House Coffee”, has an average age of 66. (If anything, this mean age is actually conservative, as the age question gets coded as 66 for anyone answering that they are “65 or older”). This is a typical technique in OdinText, choosing the mid-point to calculate the mean if the data are in numeric ranges, as is often the case with survey or customer entry form based data.

The Youngest brand on the list, “Urban Outfitters”, with an average age of 24 also probably skews even younger in actuality for the same reason (as is standard in studies representative of the US General Population, typically only adults aged 18+ are included in the research).

Dr Pepper is in the exact middle of our list  (46 years old). Brands like Dr. Pepper which are in the middle (with an average age close to the upper range of Generation X) are of course popular not just among those 46 years old, but are likely to be popular across a wider range of ages. A good example, Coca-Cola also near the middle, mentioned by 156 people with an average age of 45, is pulling from both young and old. The most interesting thing then, as is usual in almost any research, is comparative analysis. Where is Pepsi relative to Coke for instance? As you might suspect, Pepsi does skew younger, but only somewhat younger on average, mentioned by 107 consumers yielding an average for the brand of 43. As is the case with most data, relative differences are often more valuable than specific values.

If there are any high level category trends here related to age, they seem to be that Clothing brands like Urban Outfitters and Versace (both with the youngest average age of 24), Aeropostale (26), and Forever 21 (Ironically with an average age of 26), and several others in the clothing retail category tend to skew very young. Snack Food especially drinks like Arizona Ice Tea (age 25), and Naked Juice (29), as well as web properties (Bing and YouTube both 29), and electronics (obviously PlayStation 29 and slightly older Nintendo 31 being examples), are associated with a younger demographic on average.

In the middle age group, other than products with a wide user base like major soda brands, anything related to the home, either entertainment like Time Warner Cable or even Hulu (both 45), or major retailers like Wegmans and Wal-Mart (also both 45), are likely to skew more middle age.

The scariest position for a brand manager is probably at the top of the list, with average age for Maxwell House, and Hunts (both 66), Stouffers and Marie Callender’s (both 64), the question has got to be, who will replace my customer base when they die? What we see by looking at the data are in fact that a slight negative correlation between age and number of mentions.

Again, it’s often the comparative differences that are interesting to look at, and of course the variance. Take Coca-Cola VS Pepsi for instance, while their mean ages are surprisingly close to each other at 45 and 43 respectively, looking at the variance associated with each gives us the spread (i.e. which brand is pulling from a broader demographic). Coca-Cola with a standard deviation of 14.5 years for instance is pulling from a wider demographic than Pepsi which as a standard deviation of 12.9 years. There are several ways to visualize these data and questions in OdinText, though some of our clients also like to use OdinText output in visualization software like Tableau which can have more visualization options, but little to no text analytics capabilities.

Co-Occurrence (aka Market Basket Analysis)

Last but not least, looking at which brands are often mentioned together, either because they are head to head competitors going after the exact same customers or because there may be complimentary (market basket analysis type opportunities if you will) can also certainly be interesting to look at. Brands that co-occur frequently (are mentioned by the same customers), and are not competitors may in fact represent interesting opportunities for ‘co-opetition’.  You may have noticed more cross category partnering on advertising recently as marketers seem to be catching on to the value of joining forces in this manner. Below is one such visualization created using OdinText with just the Top 20 brand mentions visualized in an x-y plot using multi-dimensional scaling (MDS) to plot co-occurrence of brand names.

Text Analytics of Brands with OdinText
Text Analytics of Top 20 Brands – Similarity/Degree of Co-Occurence

Hope you enjoyed today’s discussion of a very simple text question and what can be done with it in OdinText. Come back again soon as we will be giving more tips and mini analysis on interesting mixed data. In fact, if there is significant interest in today’s post we could look at one or two other variables and how they relate to brand awareness comment data tomorrow.

Of course if you aren’t already using OdinText, please feel free to request a demo here.

@TomHCAnderson

2 thoughts on “Brand Analytics Tips – How Old is Your Brand?”

  1. Country Crock, Stouffers, Swanson, Del Monte… This study also reveals a lot about the room respondents must be sitting in when completing online surveys. Or, that they completed the interview immediately after a meal. 🙂

    Interesting stuff

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