Mapping brand similarities: Comparing consumer online comments versus survey data

Abstract

Online consumer behavior has become a valuable and viable source of consumer insights. Consumer comments in online forums, or discussion groups, have proven useful as a source to extract brand similarity data from. Apart from the cost and speed advantages, such data can be captured easily over different time periods. Both online consumer-generated data (CGD) and surveys have their pros and cons. To date, little is known as to how these two data sources compare in terms of brand insights. In this study, we discuss the results from analyzing survey and consumer-generated online data pertaining to the U.S. skincare market. Our study included 57 brands, and we used multidimensional scaling (MDS), t-stochastic neighbor embedding (t-SNE; an alternative to MDS), hierarchical clustering, and additive similarity trees (an extension of hierarchical clustering) to analyze the data. We show that the outcomes vary between CGD and surveys. As an additional insight, we show that, rather than the spatial scaling methods, additive trees result in a much better fit of brand similarity data in cases where we have many brands.