The document summarizes the results of a social media listening and survey research study about Burger King's introduction of fruit smoothies. The listening research uncovered some complaints about ice quality and perceptions that BK was copying McDonald's smoothies. However, the survey found the ice and copying concerns came from only a small minority. Most customers and even competitors' customers were open to trying the smoothies and purchasing them, suggesting the product introduction was overall successful despite some minor criticisms.

1. #ResearchNow
Can Cheese Burgers and Fruit Smoothies Co-
Exist?
An integrated social media research case study
Prepared by Conversition
August 2012

2. #ResearchNow
Methodology = Listening + Asking
Listen to Learn Ask to Confirm
• Scour the internet for • Review the social
Collect Hypothesize media listening
relevant messages
data for
hypotheses
• Clean out spam and non- • Design unbiased survey
Clean relevant chatter (e.g., fun Design questions to answer those
engagement conversations hypotheses
on Facebook)
• Categorize the verbatims • Analyze the results and
Categorize into relevant content areas, Analyze identify meaningful
e.g., pricing, segments
recommendations,
commercials, celebrities
Calibrate • Calibrate the sentiment into Report • Report on major differences
5-point Likert scale buckets and conclusions
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3. #ResearchNow
Methodology = Listening + Asking
Listen to Learn Ask to Confirm
Collect • Scour the internet for Hypothesize • Review the social
relevant messages
media listening
data for
hypotheses
• Clean out spam and non-
Clean relevant chatter (e.g., fun Design • Design unbiased survey
engagement conversations
questions to answer those
on Facebook)
hypotheses
• Categorize the verbatims
Categorize into relevant content areas, Analyze • Analyze the results and
e.g., pricing, identify meaningful
recommendations, segments
commercials, celebrities
• Report on major differences
Calibrate • Calibrate the sentiment into Report and conclusions
5-point Likert scale buckets
3

4. The Right Stuff – Top 2 Box Scores
50%
40%
30%
20%
10%
0%
#BK bking #burgerking BurgerKing BK Burger King
Label 42% 36% 34% 32% 30% 27%
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5. This is Burger King
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6. Where to Find a Smoothie in 2012
Jan 2012 Feb 2012
Mar 2012
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7. Where to Find a Smoothie in April 2012
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8. Smoothies? What smoothies?
75
Want a burger king
stacker.....central park
fries... and a smoothie
from mcds
Smoothie king and burger
king for lunch. Nothin but
kings
McDonald's smoothie &
0
apple pie & Burger King
grits & biscuits. mmmm
8 #ResearchNow

9. Boom! Burger King Introduced Smoothies
75
My bro keeps tking bout
the new Burger King
smoothie... Imma get
one!
have u guys tried the
new burger king iced
smoothies?
0
9 #ResearchNow

10. Pre vs Post
Pre Post
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11. Lots of People Like The Smoothies
• They taste great! Taste
– “Guess what? had a
100
smoothie from burger king,
and they taste greeaatt (;”
– “This BK tropical mango 75
smoothie is an amazing
Box Score
tropical paradise in my 50
mouth lol tastes so good”
– “The Burger King strawberry 25
banana smoothie is the BEST
smoothie.! Omg so good :D”
0
B2B Neutral T2B
Taste 7.2 25.8 67
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12. Lots of People Like The Smoothies
• Thanks for the healthy Healthy
option! 100
– “Mom I want a healthy
smoothie and some yum
75
fries from bk! :D”
– “David Beckham can enchant
Box Score
anyone even me. It is good to 50
know Burger King offers
healthy smoothies. “
25
0
B2B Neutral T2B
Healthy 0.9 39.6 69.6
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13. But People Complained
• What’s the deal with the Ice
ice? 100
– “Who’s smoothie only has
chunks of ice? That’s what
75
you get with burger king”
– “Crushed ice with some
Box Score
flavoring is not really a 50
smoothie burger king”
– “burger king smoothies taste 25
like water”
0
B2B Neutral T2B
Ice 38.5 46.2 15.4
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14. But People Complained
• Aren’t you just copying Creativity
Mcdonalds? 100
– “Burger King is just copying
McDonalds for there
75
smoothies.. #wth?
#NotOriginal”
Box Score
– “Burger King is such a 50
copycat these smoothies are
the same as McDonalds'
25
smoothies”
0
B2B Neutral T2B
Creativity 80 20 0
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15. Ask to confirm:
Ice Concerns
• A small percentage of people indicated that the smoothies
were watered down or that the ice pieces were too big.
• Is there really an issue with the consistency of the ice or is this just a minor
concern from a few voices?
15 #ResearchNow

16. Ask to confirm:
Copy Cat Concerns
• A small number of people remarked that Burger King was
simply copying McDonald’s. Will this lack of nutritional
creativity have a negative impact on the product’s success?
• Are loyal brand users happy regardless?
• Are competitive users angered?
16 #ResearchNow

17. Ask: Is there an ice problem?
• “Why should your best
friend never try a smoothie
from Burger King?” Total
– “ice not completely crushed“ Sample
– “too much ice in smoothie Sample Size 499
(not creamy)“
– “poorly blended - chunky ice % Said it’s too watery 19%
bits “ % Said the ice isn't
– “The ice doesn't get ground 24%
crushed enough
up “
– “I had one once that was
more ice than fruit “
17 #ResearchNow

18. Ask: Is there an ice problem?
30%
25%
20%
15%
10%
5%
0%
% Too watery % Ice isn't crushed enough
Total BK Loyals McD Loyals
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19. Ask: Competitive Comparisons
100%
75%
50%
25%
0%
Smoothies in Smoothies at Smoothies at Smoothies at Smoothies at
general Burger King McDonald's Starbucks Tim Horton's
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20. Ask: Competitive Comparisons
100%
75%
50%
25%
0%
Smoothies Burger King McDonald's Starbucks Tim Horton's
Total BK Purchasers McD Purchasers
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21. Ask: Is there a copy cat concern?
50%
25%
0%
Customers asked To be like More healthy Customer research
for smoothies McDonald's beverages
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22. Ask: Is there a copy cat concern?
100%
75%
50%
25%
0%
Customers asked for To be like More healthy Customer research
smoothies McDonald's beverages
Total Copy Cats
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23. Will You Put Your Money On The Table?
100%
75%
50%
25%
0%
Total Copy Cats
Likely to purchase (T2B)
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24. Listen to Learn, Ask to Confirm
• We learned about ice
• We learned about
copying a competitor
• We learned that
copying a competitor
isn’t always a bad
thing
24 #ResearchNow

25. #ResearchNow
Listen to Learn, Ask to Confirm
• Listening research
• Exact days that events occurred
• Minor problems vs. major problems
• Use to inform the next research
component
• Survey research
• Get at true awareness
• Assess the extent of issues
• Probe on pre-identified issues
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26. #ResearchNow
Thank you
hello@conversition.com
annie@conversition.com
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