The document is a presentation from Crimson Hexagon about their opinion analysis of consumer sentiment toward the Toyota Prius. It shows that their analysis of 52,000 relevant social media mentions found that 34% were positive, 49% were negative, 17% were neutral, and 14% were off-topic. The positive sentiments expressed love for the Prius's gas mileage and cost savings, while negative comments said it was unreliable and not manly. Crimson Hexagon advocates their customizable opinion analysis to help companies like Toyota scale human judgment of consumer opinions.

1. Crimson Hexagon’s Opinion Analysis: Prius
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.

2. You are in charge of consumer insights for Prius.
WHAT DOES NEGATIVE LOOK LIKE? | WHAT DOES POSITIVE LOOK LIKE?
“Hatin’” “Love”
Prius Owner and Brand Champion Sarcastic Tweeter
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.

3. You are in charge of consumer insights for Prius.
WHAT DOES NEGATIVE LOOK LIKE? | WHAT DOES POSITIVE LOOK LIKE?
You need CUSTOMIZABLE opinion analysis
that lets you SCALE human judgment.
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.

4. CONTENT: WHAT DOES NEGATIVE LOOK LIKE?
“If a Toyota Prius was a
@Mjennine if you buy a Prius we transformer its name would
will no longer be friends be Rubbishtron”
First time riding in a prius #ThingsCountryFolksNeverSay
#aintgotnoballs yeah I really love my prius
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.

5. KPIs: WHAT DOES POSITIVE LOOK LIKE?
@cflicck whoa don’t be Driving on “E” just filled up on
hatin I love my prius $26.00. Gotta love the Prius
with racing stripes #BOOM
I fcking LOVE my prius!!! #prius #toyota
#hybrid #inlove #obsessed
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.

6. CRIMSON HEXAGON’S OPINION ANALYSIS
How do consumers feel about the Toyota Prius?
52k relevant mentions mentions
62k total 10k irrelevant
Positive Negative Neutral Off-Topic
34% 29% 49% 57% 17% 16%14%
Using it Happy my hotel Slow and Why isn't it It should be free Neutral: Other Irrelevant: Off-topic
I Want One Prius Drivers “Hippy” Neutral/other
Good on it
has Gas Not A Manly Car
unreliable available? commentary PROPRIETARY & CONFIDENTIAL
Are Annoying stereotypes commentary © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.

7. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.