Catching the exception: An in-depth qualitative social media analysis to uncover unexpected usages of plant-based food products

  • Analysing big data in the form of social media on a qualitative level to understand consumer language and finetune social media strategy accordingly
  • Using qual results to understand U&A (usage & attitude) in order to improve quant questionnaire and have more detailed results in the end
  • Understanding constraints such as sample size needed, “beautified” content and the need for a basic understanding of social media by researchers involved
  • Observing how consumers are using your products in a unexpected way and get inspired

Location: Main Room Date: May 16, 2019 Time: 11:40 am - 12:10 pm Chayenne Meers, Haystack