The

truth

Can a mixed mode approach to social media research

power consumer insight in the super premium smoothie
category?

About Conversition
Conversition is a social media research data provider
Founded in 2009 by senior managers from IPSOS and NPD Group
Acquired in May 2011, part of the e-Rewards, Inc. group of companies
Social media research data provider focussed exclusively on the needs of the agencyand corporate market researcher
Advocates a mixed-mode listening & asking approach to social media research

The research challenge

Taking a consumer-driven approach to brand research
Research hypotheses driven only by social media consumer verbatims
Just one day for study design, fieldwork, and analysis
Using only social media-driven research from Conversition

The integrated social media research methodology

Relevant
Authentic

Listen
Ask

Structure & codification

Exploration & discovery
Hypothesis generation

Dimensionalize
Confirm
Validate

Meaningful
Validated
Actionable

Naked leads the super premium fruit smoothie category

Where does it go from here?

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Naked rode the trend of health conscious food purchase

Created in Santa Monica, California, in 1983

Purchased by North Castle Partners (private equity) in 2000
Major package redesign and rebrand in 2005

Acquired for undisclosed sum by PepsiCo in 2007 last known

revenues $150MM per annum in US
Deliberate lack of preservatives

Leader in recyclable packaging

Added coconut water product in 2010
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Source: Wikipedia

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Listen to unsolicited customer comments, generate research hypotheses

I have a 7 year old who will

not eat anything green, but
likes green machine naked
juice.

Hypothesis 1: A significant market exists to

produce a range for children

its got soy protein in it. soy

makes your body produce
estrogen. its good if ur a female. i
want yall to make one with just
whey protein. u know "for men"

Hypothesis 2: The addition of soy protein is

an issue for men

its like drinking a smoothie made

with sand

Hypothesis 3: The Protein Zone range has a

taste issue

Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.

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Listen to unsolicited customer comments, generate research hypotheses

I have a 7 year old who will

not eat anything green, but
likes green machine naked
juice.

Hypothesis 1: A significant market exists to

produce a range for children

its got soy protein in it. soy

makes your body produce
estrogen. its good if ur a female. i
want yall to make one with just
whey protein. u know "for men"

Hypothesis 2: The addition of soy protein is

an issue for men

its like drinking a smoothie made

with sand

Hypothesis 3: The Protein Zone range has a

taste issue

Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.

Hypothesis 1: A significant market exists to produce a range for children

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Deeper dive into unsolicited customer comments

It seems really healthy. I

give it to my lo once in a
while and he LOVES it.

all my kids love it. it

also has vegetables in
it. Baby love love
loves it.

I have a 7 year old who will

not eat anything green, but
likes green machine naked
juice.
When I have kids they will
only be drinking this green
machine naked drink
because it is just to bomb
and its healthy!
Not only did it give nutrients
until he got a little older, he
started associating the color
green with good taste.

I mix a few ounces with

milk and he devours the
stuff.

LO loves Green
Machine

There exists considerable discussion online about the benefits of giving fruit smoothies generally, and Naked fruit
smoothies specifically, to children as part of a healthy, nutritious diet

Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.

Hypothesis 1: A significant market exists to produce a range for children

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Codify survey open ends

Stealth nutrition

For picky eaters

ensure that they are getting there

needed portions of daily fruit
(without them really realizing it).

For busy parents

I am horrible at planning
healthy meals and
cooking, so we rely
heavily on smoothies.

They're great for picky eaters because

they taste good and give them nutrients.

Naked a treat
for parents?!

Alternative to soda
prefer my daughter to drink fruit
smoothies as opposed to sodas or
other high calorie drinks

keeps them from eating

too much unhealthy
snacks between meals

Healthy snack
Themes emerged from the survey open ends around using Naked as a hassle-free supplement for kids diets, alternatives
to unhealthy options, and a way to suppress appetites intra-meal. Naked is being used as a nutritional tool by parents.

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Source: Conversition survey using SurveyTool fielded April 15, 2012. Examples of open ended comments are from respondents who had given
Naked fruit smoothies to their children and were asked about the primary benefits of doing so (n=463).

Hypothesis 1: A significant market exists to produce a range for children

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Drop data into analytical framework, analyze results

If Naked were to launch a flavor designed specifically with the nutrition

needs of children in mind would you expect to...?

36.0%

37.4%

21.5%

2.4%

2.8%

Purchase
Purchase
Purchase neither
Purchase
considerably less somewhat less less nor more somewhat more

Purchase
considerably
more

Source: Conversition survey using SurveyTool fielded April 15, 2012 (n=1,019).

The results indicate that the market is already using Naked fruit smoothies as a nutritional supplement for children, and
that a line extension aimed specifically at children would be well received.

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9:00am

10:30am 11:00am

12:30pm

3:30pm

6:30pm

Listen to unsolicited customer comments, generate research hypotheses

I have a 7 year old who will

not eat anything green, but
likes green machine naked
juice.

Hypothesis 1: A significant market exists to

produce a range for children

its got soy protein in it. soy

makes your body produce
estrogen. its good if ur a female. i
want yall to make one with just
whey protein. u know "for men"

Hypothesis 2: The addition of soy protein is

an issue for men

its like drinking a smoothie

made with sand

Hypothesis 3: The Protein Zone range has a

taste issue

Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.

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Hypothesis 2: The addition of soy protein is an issue for men

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Confirm and quantify themes with fast survey to inform subsequent study design
Thinking about soy protein, with which of the following statements would you agree?

Reduces the risk of heart disease

54%

Reduces the risk of cancer

34%

Improves cognitive function

26%

Helps with menopausal symptoms

24%

None of these
Reduces levels of testosterone in men

20%
16%

16% of respondents think that soy protein

reduces levels of testosterone in men. Is
this a problem?

Source: Conversition survey using Crowdvi.be fielded April 13, 2012 (n=250). Response time = 11 mins.
Respondents were allowed to select more than one option. Statements were randomized to reduce primacy bias.

In a pulse check survey 16% of respondents thought that soy protein reduces levels of testosterone in men. Given that
protein-based drinks are aimed at the health & fitness market, could this be an issue?

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Hypothesis 2: The addition of soy protein is an issue for men

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Good old Google search

True or not, discussion around whether soy protein reduces testosterone is a hot topic on health, fitness and weight
training-related websites.

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Hypothesis 2: The addition of soy protein is an issue for men

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Crowdvi.be analysis

22% of Male respondents agreed that soy

protein reduces levels of testosterone in men

Of that 22%, nearly half were in the 18 24 year old

age bracket

18 - 24
Male

22%

44%

25 - 34

13%

35 - 44
Female

10%

45 - 54
55+

Source: Conversition survey using Crowdvi.be fielded April 13, 2012 (n=250).

11%
10%
0%

Source: Conversition survey using Crowdvi.be fielded April 13, 2012 (n=250).

A key named ingredient in the Protein Zone range of Naked fruit smoothies is considered by 44% of 18 24 year old males
to reduce levels of testosterone. This could be a serious consideration and purchase barrier within that demographic.

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Listen to unsolicited customer comments, generate research hypotheses

I have a 7 year old who will

not eat anything green, but
likes green machine naked
juice.

Hypothesis 1: A significant market exists to

produce a range for children

its got soy protein in it. soy

makes your body produce
estrogen. its good if ur a female. i
want yall to make one with just
whey protein. u know "for men"

Hypothesis 2: The addition of soy protein is

an issue for men

its like drinking a smoothie made

with sand

Hypothesis 3: The Protein Zone range has a

taste issue

Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.

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Hypothesis 3: The Protein Zone range has a taste issue

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Are there other issues with Protein Zone?

i just wish it wasn't so gritty

the graininess is
not tolerable at
all!!
This is the only naked drink
i don't love. too grainy!

its like drinking a

smoothie made
with sand
It has a grainy texture im
not sure i like

the grittiness was hard

to get use to at first

just don't like the

chalky texture on
this one

Significant amounts of unsolicited social media content suggests users have an issue with the taste and texture of the
Protein Zone range, specifically issues around grittiness and chalkiness

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Source: Conversition EvoListen social media consumer verbatims from period 1 Apr, 2011 31 Mar, 2012.

Hypothesis 3: The Protein Zone range has a taste issue

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Are there other issues with Protein Zone?

Satisfaction for the Protein Zone range beats the category on both protein content and
help with weight management, but taste is indeed an issue.

4.38

Protein Zone (Satisfaction)

Protein content
3.75

Help with weight loss / weight

management

Category (Importance)

4.05

3.52

4.36
Taste
4.63

Source: Conversition survey using SurveyTool fielded April 13, 2012. Respondents were asked about stated importance
for 9 fruit smoothie category attributes (n=1,099), and stated satisfaction against same attributes for respondents who
had tried one of the Protein Zone range in P3M (n=680).

While the Protein Zone range performs well in category against protein content and help with weight management, it drives
less satisfaction around taste

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Hypothesis 3: The Protein Zone range has a taste issue

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Are there other issues with Protein Zone?

Over 40% of users would recommend that a new Protein Zone flavor reduced the level
of chalkiness or grittiness.

Low sugar

47.7%

Low calorie

43.2%

Reduced chalkiness or grittiness

41.5%

Better consistency

Whey protein only

30.7%

19.0%

Source: Conversition survey using SurveyTool fielded April 13, 2012. Respondents were asked If Naked were planning a
new version of the Protein Zone flavor, which changes would you recommend? (n=1,099)

Consumers desire a less textured formula for the Protein Zone range of Naked fruit smoothies. Interestingly they would
also value low sugar / low calorie versions.

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Summary and recommendations

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Parents are using Naked fruit smoothies as an

easy and effective means of giving their
children fruit and vegetables

The market seems willing to accept a line

extension aimed at the specific nutritional
needs of children

Soy-based protein has negative perception

issues amongst 18 24 year old males, a key
buying group

Naked should consider using a whey protein

only formula or launching a new flavor aimed at
the 18 24 male segment

The Protein Zone range is valued by drinkers,

but taste and consistency could be significant
purchase barriers

Improve the Protein Zone formulas to reduce

chalkiness and grittiness

Why use integrated social media research?

This methodology exploits the strengths of passive social media listening with traditional
survey techniques to quickly and cost-effectively deliver meaningful, substantiated,
actionable consumer insights
Listen first: Take a consumer-driven approach to your research. Listen to what
brand stakeholders have to say.
Flexible, relevant, real-time research: With no trade off in quality or actionability.
Cost effective: Exploit the cost advantages of social media-based research
channels.

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Q&A
For more information email us at:

hello@conversition.com