© 2019 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

USING SOCIAL CONVERSATION ANALYTICS TO FORECAST SUSTAINABILITY TRENDS

Ipsos Case Study

© 2020 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

© Ipsos

Objective Approach OutcomeReveal critical social perceptions on plastic packaging to inform CPG innovation pipelineTo help our client gain better understanding of how people discuss plastics, recycling, and sustainability in their own language, Ipsos conducted a multi-tiered ‘Trend Radar’ social intelligence study to explore conversation trends by topic and forecast the trajectory of the most critical topics at the top of consumers’ minds.

Deep dive into category trends and benchmark against previous disruptor to explore impactWe looked at social and search data over 3 years to identify and explore key environmental topics and trends, including evolution, associations, co-mentions, drivers, and content sources. We then mapped these findings against a previous industry disruptor to establish a contextual reference point to help determine potential impact.

Understand individual topics of sustainability and forecast which were anticipated to grow in volumeWe extrapolated the data to forecast the trajectory of conversation via statistical modelling. We compared sustainability topics against the identified benchmarks to better understand how large they were and how they were projected to grow, while revealing what was most resonating with consumers along the way.

2 ‒

Overview

© Ipsos3 ‒

Snapshot: Search + Social Trends and Forecasted Topics

PHASE 1: COMMUNITY KEY LEARNINGSTOP TRENDS

Aside from Packaging A, Packaging C is the most discussed and searched for packaging alternative.

However, in the past year, Packaging C remains stagnant in its social buzz, and sees a slight decrease in search. Additionally, it’s worth noting that most Packaging C conversation tends to revolve around taste vs. sustainability.

THANKYOU.