Online discussion can provide valuable insight into consumer trends.

Market Sentinel has worked with major clients in the FMCG market to help them monitor discussions that matter to their products, measure the success of advertising campaigns, and reach out to influential people in order to make an impact.

We regularly monitor conversations in the FMCG market for a range of clients in the industry.

Our monitoring services help companies identify the themes, sentiment and evolution in the discussions about their products. In the past, our clients have successfuly based their advertising and marketing strategies on intelligence we have provided.

How did Cadbury Wispa use Market Sentinel?

In 2008, Cadbury noticed the growing demand for the return of its Wispa bar. They wanted to understand the conversation better, and came to Market Sentinel for help.

We helped Cadbury understand the scale of this conversation, which was one of the first of its kind. They also wanted to know where it was taking place, and who in particular, was driving it.

Market Sentinel used its online tracking technologies to answer these questions. We tracked the conversation across message boards, blogs and social networks to provide Cadbury with an overview of the campaign.

Using our MarketInfluence tool, we identified the key influencers in the conversation about Wispa. Cadbury used out intelligence to contact these individuals and mine their ideas for creating a grass roots marketing campaign.

Download the full case study on Wispa