By applying AI to Social data we observed a true understanding of McDonald’s in consumers’ verbatim, and surfaced the most important topics being talked about. This helped us bring to life a deeper, objective understanding behind what drives advocacy.
Scale – Deciphered an exhaustive view of 88 million food, drink and quick service restaurant conversations, images and videos.
Dynamic segmentation – Mapped their existing attitudinal based segmentation onto the data to understand each segment’s unique drivers and motivations.
Prediction – Used data science to predict which emerging food and cultural trends were likely to be important to influence future menu innovations and brand positioning strategy.