Diagnose
Discourse
Decoding Thai consumers’ perceptions of leading cola brands
Two major cola brands dominate Thailand's non-alcoholic beverage market, but how do Thai consumers distinguish between them? The goal was to analyze the online discourse to uncover key themes driving consumer perceptions and engagement with these iconic brands.
AI-led analysis of social media and search conversations
Quilt.AI analyzed over 2,000 social media posts from platforms like TikTok and Instagram, alongside search data on consumer queries about the two brands. This analysis clustered conversations into six discourse themes for each brand, revealing how Thai consumers perceive and interact with both beverages through cultural, emotional, and experiential lenses.
Strengthening brand differentiation through cultural insights
The findings equipped the brands with actionable insights to fine-tune their campaigns, emphasizing community connection for one and cultural depth for the other. These strategies ensure a stronger resonance with Thai consumers’ unique values and preferences.
Unveiling key themes shaping brand perceptions
Our analysis revealed distinct consumer preferences and themes that differentiate the two leading cola brands in Thailand:
Let Quilt.AI provide you with the insights to understand market dynamics and create impactful campaigns tailored to consumer preferences.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
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