Background

Global Automotive Company (redacted) wants to understand the conversation around their brands within the European market, as well as their competitive landscape and consumer discussion about electric vehicles.

Research Questions

• What is the volume of online conversation about Company’s

  brands in European markets?

• Where is the conversation primarily stemming from?

• What are consumers in different European markets saying about Company’s brands/vehicles?

• What is the consumer sentiment around Company’s brands in European markets?

• What is Company’s competitive share of voice in European markets?

• What is the conversation around electric vehicles in European markets?

• Is there consumer interest in brands not currently commercialized in Europe across the 5 markets analyzed?

Stakeholders

Leaders at Company’s Digital Center of Excellence

Company’s European Marketing Executives

Company’s Agency Partners

Approach

• As the dedicated Senior Research Consultant for this client at Brandwatch, I scoped this report, wrote a detailed project brief, and estimated the hours. I collaborated with the Technical Services Consultant on the nuances of setting up multilingual and multiregional infrastructure in Brandwatch.

• Managed a team of 5 native speaker analysts for a 200-hour report, edited the entire deck for tone and style consistency, and created tailored key findings and strategic recommendations.

Results

• Presented the 60-page deck in a 90-minute meeting, which impressed the Company’s stakeholders so much that they requested I design an Executive Summary deck to walk through the EU Marketing Executives in a separate call.

• Provided the Marketing team with data and insights they did not have access to in Europe that crucially informed their full scale marketing in 5 different countries for their EV’s.

• This social intelligence infrastructure and multilingual/multiregional reporting style inspired the Company a year later to ask for a trendspotting project across various countries about emerging EV brands.