Case Study Brief Our multinational client, a player in the food industry, wanted to find out about people’s attitudes towards mustard in Great Britain. Using Replise Social Intelligence, we could not only study mustard as a food, but we could also look at factors like its – sometimes surprising – uses, the feelings, sensitivities, memories and perceptions associated with it, as well as the time and place of its consumption. We were also able to identify specific types of tastes that could be used during product development. Important insights were gained that could be used to strengthen brand communication. About Replise The Social Intelligence Company Founded 2010 in Hungary by serial entrepreneurs. Replise provides social research services in more than 40 languages and operates offices in Germany, UK, Poland and Hungary. Focusing on social research using proven market research methodologies, Replise has established partnerships with classic market research firms. Replise’s services are based on the combination of a unique high-end social analytics platform and a team of qualified analysts with years of market expertise. We can provide access to historical as well as real time data from blogs, forums, news portals, video platforms and social networks like Twitter and Facebook. Replise products and services are used by well-known brands and many marketing and PR agencies across Europe.

1. The social intelligence company
Product Group
Research
through Social
Intelligence
Mustard in
Social Media
replise.com Tel: +36 1 457 83 50 Email: intelligence@replise.com

2. The social intelligence company
2replise.com Tel: +36 1 457 83 50 Email: intelligence@replise.com
Case Study Brief
The solution
Our multinational client, a player in the food industry, wanted to find out about people’s
attitudes towards mustard in Great Britain. Using Replise Social Intelligence, we could
not only study mustard as a food, but we could also look at factors like its – sometimes
surprising – uses, the feelings, sensitivities, memories and perceptions associated
with it, as well as the time and place of its consumption. We were also able to identify
specific types of tastes that could be used during product development. Important
insights were gained that could be used to strengthen brand communication.
Social media research can bring results much faster and more cost-efficiently than
classic market research methodologies. Members of the community are not only more
open on these sites than, for instance in a focus group, but may also mention things
that they would never share in person with researchers. The “big data” collected by the
monitoring software during the Social Intelligence service are analyzed, filtered, organ-
ized and evaluated by experienced analysts and qualitative research experts, and then
summarized in a concise, easy-to-follow report.
Vast amounts of data are generated in social media, from which relevant information
can be gained through the Naive Listening technique. In the case of the research on
mustard, thousands of comments were analyzed to provide our client with an accurate
picture of mustard-related consumer attitudes and perceptions.
As part of our research, comments and postings on Facebook, Twitter, YouTube, as
well as various blogs and forums were analyzed. As a result, we not only gained an
accurate picture of attitudes to various brands, but were also able to measure the ef-
fectiveness of promotions and advertising campaigns.

3. 3replise.com Tel: +36 1 457 83 50 Email: intelligence@replise.com
The social intelligence company
THE Results
During the research, we analyzed contents gener-
ated by tens of thousands of users. Conclusions
drawn have helped our client to understand in
much detail consumers’ attitudes to this product
group. Our detailed analysis complemented tradi-
tional market research methodologies to support
strategic aspects of the brand, e.g. communica-
tions planning and product development.
Replise_CS_Mustard_v2 2013.12.30.

4. The social intelligence company
4replise.com Tel: +36 1 457 83 50 Email: intelligence@replise.com
About Replise:
The Social Intelligence Company
Founded 2010 in Hungary by serial entrepreneurs. Replise provides social research services in
more than 40 languages and operates offices in Germany, UK, Poland and Hungary. Focusing on
social research using proven market research methodologies, Replise has established partnerships
with classic market research firms. Replise’s services are based on the combination of a unique
high-end social analytics platform and a team of qualified analysts with years of market expertise.
We can provide access to historical as well as real time data from blogs, forums, news portals, video
platforms and social networks like Twitter and Facebook. Replise products and services are used by
well-known brands and many marketing and PR agencies across Europe.
Contact Us:
REPLISE HEADQUARTERS
Replise Hungary Kft
ADDRESS:
Maros Business Center, Maros utca 19-21. 6. em.
1122 Budapest
Tel: +36 1 457 83 50
Fax: +36 1 457 83 50
EMAIL:
intelligence@replise.com
15/01/2014
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