Last week, I was at SXSW where we ran a fun and insightful campaign on the age-old question: what do women want? 4,000 SXSW staff donning bright red shirts enticed attendees to find out “what women want” at the NetBase booth and panel, and all of this buzz built to a crescendo answering the mystery question with our new infographic, which debuted on Mashable.
To keep delivering insight and to keep the fun going from this project, I will be featuring the Brand Passion Indices based on the infographic, in what I am calling the “What Women Want Series”. So, for the next 13 weeks or so, I’ll be digging in to the data and looking at the differences between men and women on some really fun topics, with more fascinating results.
So, without further ado: at SXSW, we unveiled that the number one thing women say “I want” online is (drum roll, please): ice cream! And, guess what? it made the top ten lists for men too. At NetBase, we can parse the conversations by male and female, and surprise, surprise: the two voices are very different. Ladies first: check out the ice cream BPIs below!
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.
Look at the passion levels women have for their ice cream brands! As you can see from the puppy pile of bubbles in the upper right hand quadrant, women absolutely GUSH when they love something online. But, I’ve been told that it’s offensive to say women gush – so maybe it’s more that we emote J You can also see that Dairy Queen captured the buzz, with 41% of the overall chatter, while Blue Bell captured all the love with a Passion Intensity of 72 and a Net Sentiment of 86. Women love their ice cream and they love to talk about it – personally, I’d take pizza or sushi over ice cream any day, but since those both made the top ten list for women as well, that’s a story for another day. Check out some of the verbatim about Dairy Queen and Blue Bell that I surfaced using NetBase solutions. Turns out females love that DQ provides gluten-free options and they love everything about Blue Bell from their creamy quality to the range of flavors to their marketing campaigns!
In sharp contrast to the women gushing/emoting, men…well, men just talk. You can see from the placement of their bubbles, that the words men use are a lot less enthusiastic and passionate – color me surprised! Still, the men do love their Breyer’s, though they are a little more understated – sounds just like my Breyer’s loving, easy going hubby. Breyer’s generated the highest Passion Intensity score, with a 70 and the highest Net Sentiment score, with a 79. Rather unexpected to me was how men discussed the dietary perks of Breyer’s – didn’t see that one coming! Men, like women, also buzzed a ton about Dairy Queen – the chain’s ice cream got 42% of the overall chatter, and from the looks of the verbatim, it has something to do with the level of customer service and good deals that can be expected from DQ. Check them out below:
So, what do you think? Drop me a comment – and don’t forget to come back for the next installment of the What Women Want Series!!