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People like Innocent Smoothies, and love Richard Reed

1. Largest prompts of conversation


Richard Reed Big Knit Charity Event Successful Business Model Lower Volume, Higher Cost Bought By Coca Cola Too Expensive Smoothie Recipe Book

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2. Sentiment of opinions and comments


Love Like Balanced Dislike Hate

58%

5%

5%

5%

4%

3%

3%

11%

37%

41%

10%

2%

n = 477
The search for this analysis ran over a time period which included Richard Reed's appearance on the finale of The Apprentice, largely explaining the interest in him personally. There were a further eleven categories, accounting for the remaining 17% not represented above, including a near 3% of conversations focused on the design of Innocent product packaging. On the whole, people spoke positively about the business and its products, however customers were negatively focused on product pricing and the sale of the brand to Coca Cola.

n = 866
The vast majority of positive sentiment was focused on Richard Reed, in equal measure for his business acumen and his appearance. Negative sentiment focused largely on product cost and the perceived 'sell out' of the brand to Coca Cola. The majority of the conversations were factual (ie. "I had an Innocent smoothie with my lunch..."), suggesting anecdotally that an individual likes the drink; however Trufflenet's policy is to not apply a value unless it is clear and unambiguous, thus factual statements are reflected in the 'balanced' section above.

3. Products most talked about


Smoothies
64%

4. Location of conversation participants


Fruit Tubes
3%

5. Bio interests of twitter chatters


Music
2% 16%

Veg Pots
19%

Juicy Drinks
13%

London
30%

Manchester
5%

Leeds
3%

Nottingham

Student
10%

Writing
8%

Journalism
8%

n = 254
Smoothies were far and away the product most talked about; it is thoug ht that the term 'smoothie' is so synonymous with the brand that customers may in fact be talking about other products yet referring to them as smoothies. Smoothies for kids accounted for the remaining 1% of results not represented above.

n = 293
London is frequently the focus of UK-centred conversations, however in this instance there is also a strong concentration of conversations generated in the north of England. The overall spread of conversation is nonetheless quite large with a further 60% of results (not represented above), being generated from UK towns and cities with between one and three conversation partici pants.

n = 270
A total of 21 categories were derived from the search results. Categories not identified above that achieved solid results included photography, media and fashion - painting a picture of a cultured, well informed and educated archetypal Innocent customer.

"I need to buy a lot more Innocent smoothies. Smoothie guy is cute and has good skin #apprentice"

"@charltonbrooker the innocent smoothie guy who sold out to the coca cola scumbags!!"

Methodology:
"This one of the many little hats that I have been knitting for my new years resultion - knit a hat a week for Innocent's Help the Aged winter campaign." The search used to form this analysis ran between 18 July and 19 July 2011,and produced 586 results; 390 of which were relevant to this study. A 'result' refers to the raw material our system generates when it scours the Internet. 'Data' refers to a refined result - a result that has been considered,and topics and values applied to produce a piece of data. The 390 relevant results used in this analysis produced 755 pieces of data,a ratio of 1.94 pieces of data per relevant result. It should be noted that data is not linear,and not every result provides data to every topic. The 'n' value (n = X) indicates the volume of data used in answering each topic.

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