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Case study :Brand Health & Sentiment Tracking – Global Beverage Company in India
BACKGROUND
- The client, a leading beverage brand, faced declining market share despite significant advertising investments. Traditional quarterly brand trackers were not capturing rapidly shifting consumer perceptions.
- The client needed continuous monitoring of brand health metrics and early detection of emerging issues, particularly around health-conscious consumer trends affecting the carbonated drinks category.
METHODOLOGY
- Developed an integrated brand intelligence platform combining social media listening (analyzing 150,000+ monthly mentions across platforms) with bi-monthly quantitative brand tracking surveys (n=2,000 per wave).
- NLP-based sentiment analysis and topic modeling applied to social conversations, customer reviews, and news articles. Correlation analysis linked social sentiment shifts to brand equity metrics from primary research.
- Competitive share-of-voice tracking across 5 major competitors. Real-time dashboards with automated alerts for significant perception changes.
OUTCOME
- Early detection of negative sentiment around sugar content allowed proactive crisis management, preventing a 15% estimated drop in purchase intent. Identified emerging "functional hydration" trend 4 months before it appeared in syndicated reports.
- Insights directly informed the successful launch of a low-sugar variant, capturing 8% category share within 6 months. The continuous monitoring system reduced research cycle time by 60% and is now a core input for quarterly brand planning.