This article summarizes the data and data sources of Brightifeld Group's Wellness CPG Offering.
Consumers
Consumers is the consumer insights section of our Wellness Study. Users can uncover deep insights on wellness products across psychographics, usage, brand affinities, and more.
Data sources include:
- General Population Consumer Survey
- Opt-In Social Data from Survey Respondents
- The opt-in social data sources both our Personality and Interests tabs. We use Natural Language Processing algorithms on this data to pull personality profiles, psychological motivators to buy, most interested social topics, and more.
- Social Listening data collected on key wellness, key ideas, or categories
When did you collect the survey data?
Evergi survey data is collected quarterly since Q3 2021.
What is the sample size for the survey?
The sample size of each wave is N = 5,000+, U.S. general population survey.
How do you collect social data?
Individuals in our panel opt-in to share their social posts and who they are following. Accounts are followed and language trends on social media are collected alongside survey data. Percentages displayed on each graph represent the proportion of respondents falling into the respective category. When one or more filters are applied, all graphs update to show percentages from the filtered population.
For more information on our Natural Language Processing (NLP) capabilities, click here.
Conversations
Conversations is the social listening section of our Wellness Offering. Users can identify and validate emerging trends across products, ingredients, social topics, and more. The dimensions in Conversations align with Consumers to ensure a seamless insights experience.
Where does your social data come from?
We collect social data from Twitter and Instagram. Data collection approach is built on a library of wellness-focused hashtags and topics created by our team of experts.
What is Sentiment Analysis ?
Sentiment Analysis is the process of computationally identifying and categorizing opinions expressed in a piece of text, especially in order to determine whether the writer’s attitude towards a particular topic, product, etc. is positive, negative, or neutral. Brightfield Group uses VADER (Valence Aware Dictionary and sEntiment Reasoner) which is a lexicon and rule-based sentiment analysis tool that is specifically attuned to sentiments expressed in social media. It is a fully lexicon-based concept. VADER uses a combination of A sentiment lexicon is a list of lexical features (e.g., words). It gives you a Positive, Negative, Neutral Scores of the sentence.
Why are most categories showing dominance toward Positive sentiment?
Across our platform, we tend to roll up to aggregate categories like "drinks" or "plant-based". These consist of thousands or hundreds of thousands of posts. When looking at posts at the aggregate level, conversations do default to neutral/positive. Negative posts are most helpful to filter down in isolation and tend to be the exception, not the rule. If you are interested in pulling specific negative posts, we are able to accomplish this through analyst time requests and you can do so by contacting your account manager.
Snapshots
Snapshots is a high-level overview of emerging products and trends. Pulling from a variety of our data sources, users can get the foundational data to discover and validate their next innovation.
Snapshots incorporates:
- Consumer Survey Data
- Social Listening Data
- Digital Menu Audit Data
- Research Analysis