Use Cases

LANDSCAPE

CUSTOMER

We leverage consumer-generated content to fuel Insights to better understand your consumer.

We leverage consumer-generated content to gain a holistic make-up of the category. 

BRAND 

We leverage consumer-generated content to fuel brand growth.

A Better, Faster Way to Gain Insights on a Competitive Launch.

The Situation:

  • A major laundry company saw an emerging competitor launch in a new benefit space. 

  • They wanted to understand what consumers were using this product for, their emotional reaction to it, a strengths/opportunities of the competitive product.

The Solution:

  • Through Insights Miner Answering ABC, 4Sight uncovered that 40% of the users were using it in a way very different than expected & had several compensating behaviors.

  • Benefit matching indicated consumers were not experienced promised benefit after use.

  • Uncovered four distinct use groups sharing unique benefits to why they are using the new product.

The Result:

  • The brand is now exploring entering space with new brand and/or via acquisition.

  • The brand has identified ways to minimize cannibalization by focusing their benefit communication on some of those four distinct groups.

BRAND 

We leverage consumer-generated content to fuel brand growth.

Solving vexing business challenges faster and with better data.

The Situation:

  • A major household manufacturer made a change to the material in one of their products about 2 years ago.  They saw declines in market share, but were unsure if it was due to pricing, distribution loss or a consumer issue associated with the changes to their material and manufacturing process.

The Solution:

  • 4Sight extracted thousands of reviews from before and after the change, across multiple online platforms.

  • Leveraging 4Sight’s proprietary methodology, a trend analysis was developed that showed a significant decline in star rating over the past few years, but particularly since the change.

  • Using text analytics, 4Sight also analyzed key words in reviews from before and after the change.  Key words showed a significant decline in average star rating pre/post the change.

The Result:

  • Impact of this learning has been in the millions of dollars in sales and profit.  Based on the analytics, the brand is making adjustments to the product & manufacturing.

LANDSCAPE

We leverage consumer-generated content to gain a holistic make-up of the category. 

Determine your next steps with 4Sight’s holistic ability to access landscape.

The Situation:

  • A national CPG brand wanted to understand consumer drivers of products infused with a trendy ingredient -  how those drivers relate to other positive and negative drivers and trends at category level to determine the worth of pursing the category.

The Solution:

  • 4Sight extracted reviews and social comments across dozens products to find that products with the ingredient had higher star ratings and stronger trust and joy emotions than CPG benchmark; however, the star ratings were trending downward as the review number grew.

  • By digging deeper, 4Sight was able to see what promised benefits were perceived by consumers, what delivery form has more benefits, and when scent became polarizing.

The Result:

  • Based on this information, the client has decided to move forward with the next-step - test the products in a lab setting to determine if the claim benefits are the actual benefits.

 

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