In our ongoing customer success series, we share platform success stories from customers to demonstrate the potential that AI-powered consumer and market research offers, and to inspire others’ efforts.
As a client of several years, Purdue brings a level of sophistication to its analyses that’s exciting to see in action, and to share.
Purdue wanted to create a visualization of online and social datasets to help people throughout the food system––consumers, farmers, other interested parties––understand current online and social media interest in meat and related food systems. This led to the creation of the dashboard below.
This dashboard is part of a suite of dashboards developed and maintained by the Center for Food Demand Analysis and Sustainability designed to “provide data about our food system.”
In it, we see mentions and net sentiment, two main quantified indicators, presenting the magnitude and tone of consumer reactions on meat-related topics. For clarity, key metrics for social media are reported by state due to the potential for local or regional differences in public interest and/or perceptions.
This clean and targeted data visualization communicates the nuanced research captured by Purdue’s team and helps them communicate many layers of insight and analysis. It is a significant improvement over the manual processes they previously relied upon.
Intelligence Connector Improves Existing Methodology
Purdue has been a client of NetBase Quid® and has been using the NetBase platform for several years. During this time, they have published over 20 peer-reviewed and extension/engagement articles using NetBase data.
Historically, Purdue’s team used the NetBase platform to access data and would then save or download datasets ‘manually’ to inform their writing for publications. This changed once they signed on for access to one of the platform’s newer offerings––Intelligence Connector.
For this current project, the #Meats Dashboard, the Purdue team had specific requirements that necessitated a shift in data capture, analysis, and distribution.
First, they needed to keep the data on the dashboard current and they also needed to update it weekly into the future. Second, and the most significant consideration requiring a reframing of their process, they had massive volumes of specific insight that would require continuous downloads under the current project structure.
The #Meats project needed mentions and sentiment for our main topic, along with a series of topical themes and geographical themes applied. In short, while ‘manual’ downloading of individual datasets would be possible, it was infeasible to continuously download that data.
And this led to the team transitioning its work to take advantage of the next level data capture and analysis capabilities inherent to the Intelligence Connector. With it, they were able to extract data regularly from searches while continuing to maintain and control the insight in the platform.
They were free to focus on analysis and extracting key insight for research instead of data captures that could happen without them. It’s an automation heralding the next phase in market research and analysis, designed to assist the teams that are defining categories.
Creating an Interactive and Engaging Dashboard
Considering the difficulties mentioned above––namely, the volume of data captured over time for multiple sub-searches, Purdue not only met the challenge head-on, it also sought to develop a self-service portal in the #Meats Dashboard.
As a result, they now present a downloadable interactive visualized dataset that allows the user to filter specific meat products, individual states, and media sources. And Purdue’s research team can easily download the datasets anytime they want using Intelligence Connector. They can also manage it, adding or removing specific information on the dashboard as changing needs, trends or market fluctuations dictate. And beyond the accessible dashboard, there are additional quantifiable business outcomes to share.
Quantifiable Business Outcomes
Thus far, Purdue’s Research Team, in an effort lead by Dr Jinho Jung, have generated an impressive amount of public interest and some corresponding publication.
There is a peer-reviewed 2022 academic article, “Perception versus reality of the COVID-19 pandemic in U.S. meat markets” in the leading journal Meat Science. And a publicly accessible summary is also available at Purdue’s Consumer Corner “U.S. Meat Market Performance During the COVID-19 Era.”
The two extension/engagement sites intended to serve public stakeholders, namely the Center for Food Demand Analysis and Sustainability and Consumer Corner, reach several hundred industry leaders, news media, and food supply chain decision makers every month. The full impact there has yet to be determined, but all indicators point to an engaged and informed readership, which checks every outcome box for the team!
With thanks to: Drs. Jinho Jung and Nicole Olynk Widmar
For more information, see Purdue’s press release about the project.
If you would like to learn more about NetBase Quid’s Intelligence Connector, please reach out for a demo.