Diagnose
Discourse
Decoding consumer conversations to inform beauty strategy
A global haircare brand sought to understand how its products are perceived across France, Poland, Germany, and the United Kingdom. The objective was to analyze online discourse to identify growth opportunities and refine product positioning to resonate with evolving consumer preferences.
AI-driven analysis of online brand discourse
Quilt.AI analyzed 5,400 social media posts and product reviews across platforms like Instagram, TikTok, and Amazon. Using advanced clustering techniques, consumer perceptions were categorized into seven overarching themes. The analysis highlighted nuanced conversations around brand reliability, sensory appeal, and user-friendliness, providing actionable insights into consumer sentiment and expectations.
Refining product strategies through consumer sentiment
The insights provided actionable direction for product innovation and marketing campaigns, emphasizing reliability, convenience, and sensory pleasure. By addressing these priorities, the brand is positioned to strengthen consumer trust and deepen its presence in the competitive haircare market.
Revealing core themes in haircare discourse
An analysis of online conversations highlighted key attributes driving consumer perceptions, showcasing the brand's strengths and areas of opportunity across diverse markets:
Discover how Quilt.AI can decode your brand’s discourse and reveal actionable insights for market growth. Contact us today to transform consumer conversations into strategic opportunities.
“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
Amazon is launching a Gen Z offering that takes users back in time to explore and experience iconic moments or events of the Y2K era
This product will be an interactive Amazon Alexa skill, featuring content tailored based on user preferences and interests
Through this trend, Amazon can provide customers with an immersive new product offering, as well as capitalize off the growing interest in retro-style products among Gen Zers
Airbnb is launching a Gen Z offering that celebrates the power of monetization
Highlighting inspiring stories of people
who have used Airbnb properties to achieve success
Could feature content creators, Roblox developers, and other individuals who have leveraged their side hustles while staying in an Airbnb property
Visuals should be evocative and captivating, portraying the potential of living life to its fullest while utilizing Airbnb's flexible and affordable options
.svg)
.png)
.png)