White paper:
KDPaine & Partners Research: When a Shout Is Really a Whisper: Dissecting True Consumer Sentiment Within Social Media

By understanding what to look for and what questions to ask regarding social media, you can gain deeper insights and a better understanding of consumer attitudes and choices, which can help you make informed, strategic decisions for your brand.

KDPaine & Partners analyzed a year’s worth of social media conversations on three controversial, health-related consumer topics: genetically modified foods (GMOs), the use of high fructose corn syrup (HFCS) and childhood vaccinations.

Read the complete findings and gain tips on accurately assessing social media statistics when you download “When a Shout Is Really a Whisper: Dissecting True Consumer Sentiment Within Social Media” by Katie Delahayne Paine and Sara Martens.

Contributors:

Katie Delahaye Paine is the CEO and founder of KDPaine & Partners, a New Hampshire-based research consultancy that provides measurement and accountability for corporations, nonprofits and government agencies worldwide. She is the author of the recently released Measure What Matters, Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships (Wiley, March 2011) as well as the popular textbook, Measuring Public Relationships (KDPaine & Partners 2007). She is also the publisher of the first blog (KDPaine.blogs.com) and the first newsletter (The Measurement Standard) dedicated entirely to measurement and accountability. Prior to launching KDPaine & Partners in 2002, Katie was the founder and president of The Delahaye Group, which she sold to Medialink Worldwide Inc. in 1999.

Sara Martens, vice president at The MSR Group, serves as a consultant to major consumer products and services companies. Over the course of her nearly 20-year career in marketing and advertising, Sara has worked extensively in branding and strategy development. Since 2008, she has been studying consumer attitudes toward HFCS. In 2009, Sara joined The MSR Group, an independent full-service market research firm based in Omaha, Neb.

KDPaine & Partners Research: When a Shout Is Really a Whisper: Dissecting True Consumer Sentiment Within Social Media

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MINTEL STUDY:
FEWER THAN 3% OF SHOPPERS SPECIFICALLY AVOID HFCS IN 12 HIGH-VOLUME F&B CATEGORIES

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Mintel Study:
Examines Consumer Concern Across 12 Top F&B Categories

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MINTEL STUDY:
CONSUMERS ARE CHOOSING F&B BRANDS BASED ON TOTAL SUGARS

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MINTEL STUDY:
ACROSS BRANDS, CONSUMERS AVOID TOTAL SUGARS MORE THAN SPECIFIC TYPES

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MINTEL STUDY:
More Grocery Shoppers Concerned About Added Sugar Than HFCS

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