Nielsen Buzz Metrics Case Studies

Supporting Sales (Toyota)
Problem: Potentially critical post-delivery
issue on best-selling Camry.

Solution: Nielsen Online identifies affected
Camry owners “complaining” online and
analyses their comments.

Action: Proactive online communication and
transparent customer service response.

Result: “We’ve saved customers, we’ve
improved products and we’ve strengthened
loyalty because of this effort.”
Bruce C. Ertman, Corporate Manager,
Toyota Motor Sales

July 2, 2009 Confidential & Proprietary
© 2007 The Nielsen Company
1

Brand positioning health-check (automotive)
Situation: Niche car manufacturer worries
that its products have become too
mainstream.

Solution: Nielsen Online analyzes consumer
sentiment toward the company’s new car
designs and media campaign.

Action: Research concludes that the brand
positioning and campaign resonate well with
the target demographic.

Result: Company remains confident in this
niche space.

2

Product launch (travel)
Situation: A luxury cruise line company is
launching a new ship and needs help getting
the word out.

Solution: Nielsen Online identifies the most
vocal cruise line enthusiasts in online
communities.

Action: Cruise line company invites these
enthusiasts to be the first passengers on this
ship’s maiden voyage.

Result: Vocal enthusiasts return to their
online communities and give firsthand
accounts of the ship’s features and qualities.
3

Product launchInstitution Mines for Insights
Financial (foods)
Situation: Leading food manufacturer launches a new,
high-profile product line aimed at a specific diet. To
succeed, product needs to gain credibility and generate
recommendations from diet-focused consumers, a
behavior not easily tracked by traditional research.
Solution/Action: Nielsen Online tracks unaided online
conversations about new product line. Analysis uncovers
(1) groundswell of organic buzz for the new product line
among followers of a competing diet – an unexpected
and unanticipated niche market and (2) consumers who
are campaigning actively against specific aspects of the
product line that they feel do not meet the diet’s criteria.
Result: (1) Client reviews media plan to leverage this
newfound, naturally occurring word-of-mouth
phenomenon. (2) Client adjusts communications to clarify
the inclusion of the foods in question and jumpstarts the
product development process to quickly deliver less
controversial items to the market.

4

Customer Relations (Toyota)
Problem: Identified need to improve
relationship with car owners.

Solution: Nielsen Online identifies the most
active / passionate car owners in online
communities.

Action: Invited them to a special viewing of
the new XP 6 months before launch.

Result: Generated excitement, reinforced
personal relationship between Toyota and
buyers. Generated feedback actually
incorporated into final product (cruise control
as standard).

5

Efficiency and response Mines for Insights
Financial Institution (finance)
Situation: Large financial institution uses 13
staff to manually categorize 6 million inbound
customer feedback emails per year, but only
15% are actually bucketed and analysed.
Company doesn’t feel it has clear picture of
their customers’ needs and concerns.
Solution/Action: Nielsen Online applies a
data mining and natural language processing
solution to categorize client’s 6 million
inbound emails into 100 discreet buckets.
Result: Client is now able to analyze 100%
of inbound customer feedback emails –
doing so with staff of 2. Client is now
confident in its ability to analyze a full
complement of consumer feedback.

6

Financial Institution Mines for Insights
Insight and learning (media/telecoms)
Situation: 40% of customers who move
home fail to renew their annual media and
telecoms contracts.

Solution/Action: Nielsen Online analyses
the broad issues discussed in regards to
moving home, and consumer sentiment
towards those issues.

Result: The client is armed with a picture of
moving home from the consumer’s
perspective—the stresses, the helpful tips,
the areas for opportunity— with which to
better tailor customer service and product
offerings.
7

Threat trackingInstitution Mines for Insights
Financial (banking)
Situation: A leading financial institution
wants to be able to respond more quickly to
negative issues arising, and in a more
prepared manner.

Solution/Action: Nielsen Online tracks
consumer conversations daily, then delivers
a summary of issues (backed by hundreds of
verbatims) every morning to the client.

Result: Client has a ‘finger on the button’,
with the appropriate material to deal with
threatening issues that arise.

8

TrendFinancial Institution Mines for Insights
tracking (ConAgra Foods)
Situation: ConAgra, heavily invested in foods that
cater to a recently trendy diet, receives an early
warning that the diet craze is fading.
Solution/Action: Nielsen Online monitors and
analyzes online consumer conversations to
determine whether sentiment for the craze is
negative or positive and whether craze is on way
up…or out. Analysis shows interest in the diet is,
indeed, fading.
Result: The company seizes the opportunity to
promote alternative food products and to begin
development of foods that meet consumers’
expressed desires for new product types.
“By utilizing online message boards you pick up nuances in the
marketplace—customer statements, thoughts—that enable us to
distinguish whether something is a trend that has long-term
impact or a fad that will be short-lived."
Director of Strategy and Insights, ConAgra

9

Identifying buzz-generating factors (foods)
Situation: Lacking hard data, a leading snack brand
wants to prove years-long anecdotal evidence of
particularly strong and positive brand advocacy
among a highly influential but small niche market.
The client’s goal is to tap into this positive buzz to
spread it to a wider mainstream market.

Solution/Action: Nielsen Online studies and
compares unaided online conversations among
members of this niche market with those of
mainstream consumers to truly identify and
understand the factors that generate buzz.

Result: Using the most negative and positive factors
that fuel online conversations about the brand, the
client develops campaigns that amplify the positive
messaging and de-emphasize the negative.

10

Unaided consumer feedback (travel)

Situation: A leading travel destination wants
to better understand what its customers
really think.

Solution/Action: Nielsen Online tracks
consumer conversations, giving unsolicited
insight into how people use the client’s
facilities and how they refer to their services.

Result: Client is able to tweak and perfect
their services, offerings, and messaging on
an ongoing basis…and speak in the
customer’s own language.

11

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