Consumer sentiment analysis to drive product innovation in Europe


Leading brand in the personal care segment

Business situation

Understand the consumer buying behavior, habits, and trends to develop a viable product

Benefits and outcomes of our engagement

  • Detailed customer analysis was provided to the client’s R&D team with holistic and accurate information enabling them to:
  • Understand the trends of new product formats with popular ingredients such as Argan oil and tea tree oil
  • Concerns and solutions trending over a period of time
  • 360 degree view of men’s cosmetics buying behavior and preferences


Consumer behavior analysis through social listening for men’s grooming market in the ASEAN market

SGA approach

Data collection and cleaning
  • Use keyword search method to create corpus of relevant conversations
  • Finalize keyword list in consultation with client
  • Data cleaning and extraction using a SMA tool

Text analytics and SMA
  • Run SG Analytics’ in-house algorithms for text analytics including Sentiment, Emotion, Topic, Word, and Network Analysis
  • Identify dominant themes and stories

Analysis and reporting
  • Analyze data and arrive at findings
  • Secondary research on social media
  • Create a framework and report key findings