The following is an analysis of the online conversations from social media sites, industry blogs, review sites, forums, news sites, and top websites. The data was extracted using proprietary linguistic technologies developed by Focalytic. This summary report provides a snapshot of the online conversations currently taking place that associated with energy drinks. For this report, the five best selling energy drink brands in the U.S. market were examined.
The basis of the ‘focalytic’ approach is best summarized by this mantra: “Words are defined by the neighbors they keep.” Words that fall within close proximity of a company name, for example, are typically used in conversation to describe or define feelings and opinions about the company, product or brand, such as “Apple is a fantastic company” or “Apple stinks”. Focalytic scours millions of online conversations associated with a company name, brand, phrase, or term and measures these associations. Statistical analysis is then run and the data is quantified. This report highlights a sampling of some of the metrics used by Focalytic.
Positive vs. Negative Tone This simple metric looks at the total number of positive and negative conversations associated with a specific product, brand, company, etc. For example, if someone posts a comment on Facebook saying “I like Red Bull” that is counted as a positive comment. Conversely a comment such as “I can’t stand Full Throttle” is counted as a negative comment. Dozens of positive and negative words that are co-located with the target word are used to compile the results.
In the case of energy drinks we can see that as a whole the five strongest brands are represented by a fairly even mix of positive and negative comments. Overall Rockstar enjoys the highest percentage of positive comments followed closely by AMP, while Red Bull has the highest percentage of negative comments associated with it.
Sentiment looks at a much broader spectrum as opposed to only positive and negative
extremes. With the sentiment metric, words associated with “good”, “average”, and “fair” are examined along with “excellent” and “poor”.
In general, the sentiment associated with the different energy drink brands closely follows the general positive and negative sentiment examined previously. One notable observation is the low amount of “average” sentiment. This is a good indication that strong opinions are associated with each brand. Another interesting comparison is to look at the sentiment associated with “Rockstar” compared to “Monster”. With “Rockstar” a much higher degree of comments can be classified as “excellent” and “poor” indicating higher opinion and emotion.
Emotional Focus measures eight different emotions. Each emotional element on the graph sits across from its polar opposite (i.e. “doubt” vs. “trust”). Several synonyms help define each emotion. For example, “Trust” is defined by several related words such as “confidence” and “rely on”. The term “Admiration” is defined by “love”, “appreciate”, and “thankful” among other similar words. Each product, brand, or company, should be considered with regard to not only which emotions are the strongest, but also the volume. If a term has a small amount of emotion associated with it then conversations are likely being driven more by factual statements such as “Red Bull is the bestselling energy drink”, rather than emotive statements like “I hate the taste of Red Bull”.
With regard to negative emotions, there is a lot of “doubt” associated with energy drinks. This is indicative of comments such as “I thought” or “I don’t think” and “probably not”. A high doubt score is also an indication of conversation associated with expectations. On the positive side, “joy”, “admiration”, and “optimism” are all strong emotions associated with energy drinks.
Looking at the individual brands, we see that the Rockstar brand has a high amount of both positive and negative emotion associated with it in relation to the other brands as illustrated by the green and red highlights. Rockstar exhibits the highest percentage of both “joy” and “doubt” of any brand. Monster has a fair amount of negative emotion compared to the other brands especially with “annoyance” and “doubt” as does Red Bull with “pessimism”. AMP has a notably high percentage of “optimism” and “trust” associated with it compared to the other brands.
Deep Text Analysis Examining sentiment and emotion associated with a particular brand, company, or product is useful in uncovering its position in the marketplace relative to its competition and trending changes over time, but it doesn’t necessarily reveal why that brand, company, or product is positioned where it is. Deep text analysis pulls out key words based on frequency and then reveals the general conversation themes associated with those words. This helps better explain the reasons behind the sentiment and emotions.
While perhaps most useful when examining an individual brand, in this case we looked at the industry as a whole.
- Aside from a general comment about energy drinks and the brand name such as “I drank an AMP today” one of the top comments was about 5-hour energy. Multiple Facebook comments, tweets, and posts reveal that a notable number of people combine 5-Hour Energy with their energy drink of choice. Also, in a related find it was revealed that people do the same thing with coffee.
- There were several references to terms associated with the quantity of energy drink consumed and when they consume energy drinks such as before doing something or the time of day they drink it.
- Multiple people commented about the Rockstar Energy Drink Uproar Festival with the names of bands performing being referenced frequently.
- The effect of energy drinks on sleep was another frequent theme with people complaining about the lack of sleep, the need for sleep, or that they have to stay awake.
- Health was a significant theme uncovered by the text analysis. Multiple comments were associated with concern over the effects on one’s health from drinking energy drinks, with specific focus on the negative effect on the heart and questions about how energy drinks can affect your body.
- Another interesting find revealed by the deep text analysis was the frequency that people mentioned mixing Vodka with Red Bull as their preferred drink.
“Feel” One of the more repeated comments was about how people feel after drinking an energy drink. Additional analysis on the specific comments associated with this topic revealed that negative comments about how people feel after drinking an energy drink outnumber positive comments by a ratio of about 2.5 to 1.
Positive comments such as "I feel amazing when I drink _______” account for 20% of comments associated with the word “feel”, while negative comments such as "I feel like I am going to throw up. I will never drink _______ again”. Account for just over 50% of the comments associated with the word “feel”. Neutral phrases like “I feel like I should drink a Red Bull to stay awake” account for just under 30% of the comments associated with the word “feel”.
This content was intended to be a summary of the conversation on the Energy Drink industry and went into very little detail on the subject. Focalytic has the ability to dive much deeper into topics, analysis, and conversation like this for any industry, brand, or subject matter. Here's the link if you're interested in downloading a free copy of this analysis. If you're interested in conducting strategic analysis on your industry or organization and want a more detailed breakdown of the conversation, then contact us. We're here to help.
The following is an analysis of the online conversations from social media sites, industry blogs, review sites, forms, news sites, and top websites. The data was extracted using proprietary linguistic technologies developed by Focalytic. This summary report provides a snapshot of the online conversations currently taking place that are associated with Las Vegas Night Club Venues. A companion report focusing on Las Vegas Ultra Lounges is also available.
The basis of the ‘focalytic’ approach is best summarized by this mantra: “Words are defined by the neighbors they keep.” Words that fall within close proximity of a company name, for example, are typically used in conversation to describe or define it such as “Apple is a fantastic company” or “Apple stinks”. Focalytic scours millions of online conversations associated with a company name, brand, phrase, or term and measures these associations. Statistical analysis is then run and the data is quantified. This report highlights a sampling of some of the metrics used by Focalytic.
Conversation Share is a measure of the amount of conversation taking place related to a specific topic. For example, a blog post may mention “HAZE” and “Las Vegas Night Clubs” in the same sentence, or someone may tweet about “HAZE” and “Las Vegas”. Each mention is counted and the share of online conversation is measured. A higher share of online conversation generally correlates to higher interest among consumers.
As can be observed from the graph on the left, ROK dominates online conversation regarding Las Vegas Night Clubs. At 26% HAZE also has a significant share of the conversation. (Clubs with less than three percent of the total online conversation were not included in the graph).
Conversation Extremes show the percentage of extreme positive and extreme negative conversation associated with each night club. Positive conversations include words like “excellent”, “fantastic”, and “terrific”. Negative conversations include words like “terrible”, “horrible”, and, “awful”. Somewhat positive and somewhat negative terms are not factored into the equation, i.e. “good”, “okay”, “fair”, “average”, “not good”.
“Pure” has both the most extreme positive and extreme negative conversation associated with it, with the overall sentiment being largely positive at approximately a 2 to 1 ratio. It is interesting to note that while both ROK and HAZE dominate the amount of online conversation, the conversations do not exhibit strong positive or negative tones. This is likely due to the conversations be more information based such as “I’ll meet you at ROK at 11:00” rather than satisfaction based.
Emotional Focus measures eight different emotions. Each emotional element on the graph sits across from its polar opposite. Several synonyms help define each emotion. For example, “Trust” is also associated with “confidence” and “rely on”. The term “Admiration” is associated with “love”, “appreciate”, and 
“thankful”. Each company, brand, phrase or term should be considered with regard to not only which emotions are the strongest, but also the volume. If a term has a small amount of emotion associated with it then conversations are likely being driven more by factual statements such as “You can get VIP access to Surrender if you stay at the Wynn”, rather than emotive statements like “I hate the DJ’s at Surrender”.
Overall, conversations about Las Vegas Night Clubs are largely positive in nature with “Admiration”, “Joy”, and “Optimism” being the top emotive elements. “Love”, “Appreciate”, and “Thankful” are the terms most closely associated with Admiration.
Looking at the individual clubs, we see that the Gallery has a significant amount of emotional conversation associated with it while LAVO has relatively little emotional conversation associated with it. It is interesting to note that while HAZE is high in Admiration and Joy, it also registers high in Anger.
The following is an analysis of the online conversations from social media sites, industry blogs, review sites, forms, news sites, and top websites. The data was extracted using proprietary linguistic technologies developed by Focalytic. This summary report provides a snapshot of the online conversations currently taking place that are associated with Las Vegas Ultra Lounges. A companion report focusing on Las Vegas Night Clubs is also available.
The basis of the ‘focalytic’ approach is best summarized by this mantra: “Words are defined by the neighbors they keep.” Words that fall within close proximity of a company name, for example, are typically used in conversation to describe or define it such as “Apple is a fantastic company” or “Apple stinks”. Focalytic scours millions of online conversations associated with a company name, brand, phrase, or term and measures these associations. Statistical analysis is then run and the data is quantified. This report highlights a sampling of some of the metrics used by Focalytic.
Conversation Share is a measure of the amount of conversation taking place related to a specific topic. For example, a blog post may mention “Tao” and “Las Vegas Ultra Lounges” in the same sentence, or someone may tweet about “Voodoo Lounge” and “Las Vegas”. Each mention is counted and the share of online conversation is measured. A higher share of online conversation generally correlates to higher interest among consumers.
As can be observed from the graph on the left, the Playboy Club dominates online conversation regarding Las Vegas Ultra Lounges. At 23% Tao also has a significant share of the conversation. (Ultra Lounges with less than three percent of the total online conversation were not included in the graph).
Conversation Extremes shows the percentage of extreme positive and extreme negative conversation associated with each ultra lounge. Positive conversations include words like “excellent”, “fantastic”, and “terrific”. Negative conversations include words like “terrible”, “horrible”, and, “awful”. Somewhat positive and somewhat negative terms are not factored into the equation, i.e. “good”, “okay”, “fair”, “average”, “not good”.
“Tao” has both the most extreme positive and extreme negative conversation associated with it, with the overall sentiment being largely positive by more than a 2 to 1 ratio. It is interesting to note that although the Playboy Club has a significant share of conversation, the conversations do not exhibit strong positive or negative tones. This is likely due to the conversations be more information based such as “I’ll meet you at the Playboy Club at 11:00” rather than satisfaction based.
Emotional Focus measures eight different emotions. Each emotional element on the graph sits across from its polar opposite. Several synonyms help define each emotion. For example, “Trust” is also associated with “confidence” and “rely on”. The term “Admiration” is associated with “love”, “appreciate”, and “thankful”. Each company, brand, phrase or term should be considered with regard to not only which emotions are the strongest, but also the volume. If a term has a small amount of emotion associated with it then conversations are likely being driven more by factual statements such as “Tao is at the Venetian”, rather than emotive statements like “I hate how packed the Tao gets on weekends”.
Overall, conversations about Las Vegas Ultra Lounges are largely positive in nature with “Admiration”, “Joy”, and “Optimism” being the top emotive elements. “Love”, “Appreciate”, and “Thankful” are the terms most closely associated with Admiration.
Looking at the individual clubs, we see that the Tao and Tabu each have a relatively significant amount of emotional conversation associated with them while I-Bar and Rush Lounge have relatively little emotional conversation associated with them. It is interesting to note that the emotion “Anger” is relatively high at the Playboy Club in relation to the other clubs as well as other emotions associated with the Playboy Club.
The following is an analysis of the online conversations from social media sites, industry blogs, review sites, forms, news sites, and top websites. The data was extracted using proprietary linguistic technologies developed by Focalytic. This summary report provides a snapshot of the online conversations currently taking place that are associated with several of the largest herbal products companies in the herbal supplement and nutraceutical industry.
The basis of the ‘focalytic’ approach is best summarized by this mantra: “Words are defined by the neighbors they keep.” Words that fall within close proximity of a company name, for example, are typically used in conversation to describe or define it such as “Apple is a fantastic company” or “Apple stinks”. Focalytic scours millions of online conversations associated with a company name, brand, phrase, or term and measures these associations. Statistical analysis is then run and the data is quantified. This report highlights a sampling of some of the metrics used by Focalytic.
Conversation Share is a measure of the amount of conversation taking place related to a specific topic. For example a blog post may mention “herb supplements” and “weight loss” in the same sentence, or someone may tweet about “herb use” and “skin care”. Each mention is counted and the share of online conversation is measured. A higher share of online conversation generally correlates to higher interest among consumers.
For this study we looked at five topics related to herbs: Health Care, Nutrition, Skin, Sports, and Weight. As can be seen from the graph to the left, conversations about Health Care and Sports are the most frequently associated topics with the word “herb” from among the five topics analyzed.
Differentiating Features ranks the conversation volume regarding specific features. It is similar to the Conversation Share metric but takes a more detailed look at the features associated with each of the five topics. For example, an online conversation may state “I doubt herb supplements help with weight loss”. In this case the word “weight” is associated with “doubt”, contributing to its total percentage. Because people tend to discuss topics of interest to them, this is a good measure of what features may be strong competitive differentiators or opportunities for product development.
Although there is a great deal of conversation taking place about Health Care very little of it is feature related. When it comes to features Nutrition and Weight are discussed the most often. Conversations tend to focus on terms associated with “quantity”, “responsibility”, and words related to “time” such as “I need to lose weight now”.
Price Conversation is a measure of the online conversations related to point of purchase and the five topics.
For the herbal supplement industry as a whole conversations associated with the terms Price and Expense dominate conversations. Online conversations related to Expense are especially prevalent when discussing Skin Care, and conversations related to Price dominate discussions related to Health Care when associated with herb use. It should be noted that pricing terms related to Rebate and Refund were also examined, but the amount of conversations associated with these terms was negligible and therefore not included.
Emotional Focus measures eight different emotions. Each emotional element on the graph sits across from its polar opposite. Several synonyms help define each emotion. For example, “Trust” is also associated with “confidence” and “rely on”. The term “Admiration” is associated with “love”, “appreciate”, and “thankful”. Each company, brand, phrase or term should be considered with regard to not only which emotions are the strongest, but also the volume. If a term has a small amount of emotion associated with it then conversations are likely being driven more by factual statements such as “Costco is having a sale on herbal products for weight loss”, rather than emotive statements like “I trust skin care products from Costco”.
Conversations associated with Health Care and Sports are largely factual in nature when discussing herbal supplements and register little emotion. There is some emotion regarding Skin Care and a notable amount of emotion associated with conversations about Nutrition and Weight.
The emotions of Doubt (“I don’t expect”, “I don’t think”), Annoyance (“It upsets me”, “I don’t like”), Optimism (“I hope”, “I expect”) and Joy (“Makes me happy”, “It’s wonderful”) all register as strong with regard to Weight and Nutrition. Because these emotions are both positive and negative there is a lot of opinion associated with them.
Sellers/Promoters vs. Users/Buyers simply looks at the amount of online conversation that is driven by people or companies selling products vs. the amount of online conversation that is driven by people buying products.
The following is an analysis of the online conversations from social media sites, industry blogs, review sites, forms, news sites, and top websites. The data was extracted using proprietary linguistic technologies developed by Focalytic. This summary report provides a snapshot of the online conversations currently taking place that are associated with several of the largest drug manufacturers in the Pharmaceutical industry. The basis of the ‘focalytic’ approach is best summarized by this mantra: “Words are defined by the neighbors they keep.” Words that fall within close proximity of a company name, for example, are typically used in conversation to describe or define it such as “Pfizer is a fantastic company” or “Pfizer stinks”. Focalytic scours millions of online conversations associated with a company name, brand, phrase, or term and measures these associations. Statistical analysis is then run and the data is quantified. This report highlights a sampling of some of the metrics used by Focalytic.
Positive Evangelism Score is a measure of positive speech minus negative speech. Positive speech includes words like “fantastic”, “wonderful”, or “terrific”. Negative speech includes words like “terrible”, “horrible”, or “awful”. A high score is a good indicator that consumers are evangelizing the merits of your company or brand online. The measure is adjusted for the industry average.
Pfizer and Merck each have a relatively significant amount of positive online conversations associated with them. For Bristol-Myers, the online conversation is largely negative.
The Sentiment Tone is different from the Evangelism Score in that it looks at a much broader spectrum of sentiment as opposed to only positive and negative extremes. Words associated with “good”, “average”, and “fair” are added to the mix.
Within the pharmaceutical industry the majority of conversations are centered toward the middle range confirming that relatively few people seem to get excited or upset about pharmaceuticals. Of note, with a high “fair” rating there is some adverse conversation surrounding Merck as words associated with “fair” include “poor”, “not good”, and “bad”.
SWOT Analysis measures the Strengths, Weaknesses, Opportunities and Threats as defined by online conversations. Strengths and Weaknesses are defined by extreme positive and negative speech. Opportunities and threats are framed in terms of competitor’s weaknesses and threats. Specific detail regarding what the SWOT’s refer to are not provided, but measured as a whole in relation to industry competitors.
For the pharmaceutical industry the opportunity score is strong and well aligned across the sector. Although Pfizer has the highest opportunity score, it also has the highest threat score indicating that it is at the greatest risk of faltering should the other companies in the space take advantage of their Threat elements.
Emotional Focus measures eight different emotions. Each emotional element on the graph sits across from its polar opposite. Several synonyms help define each emotion. For example, “Trust” is also associated with “confidence” and “rely on”. The term “Admiration” is associated with “love”, “appreciate”, and “thankful”. Each company, brand, phrase or term should be considered with regard to not only which emotions are the strongest, but also the volume. If a company has a small amount of emotion associated with it then conversations are likely being driven more by factual statements such as “Merck’s stock price fell today”, rather than emotive statements like “Merck is a fantastic company”.
Interestingly conversations regarding Pharmaceutical companies are oriented toward Trust and its polar opposite Doubt. Trust statements are defined by terms such as “I believe that…” or “I think that…” whereas Doubt statements are largely defined by phrases such as “I don’t believe that…”, or “I don’t think that…”, or “I doubt…”. More detailed analysis shows that these statements regarding doubt and trust are being driven largely by conversations regarding stock values.
A notable feature of conversation about the industry is that there is little negative emotion regarding Anger, Annoyance, and Pessimism. It is also worth noting that the majority of conversations taking place online regarding pharmaceutical companies are factual based as the percentage of emotional conversations are generally low.
