EAVESDROP DIPSTICK #001APPLE IPOD SHUFFLE 1GB

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-1GB

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Eavesdropping on conversations about the Apple ipod shuffle 1GB

To understand customer expectation mismatches in the music player space

Challenge

• Conversations from Consumer Generated Media were analyzed using Natural Language processing techniques including• Building Domain knowledge dependent lexicons• Analysis with Proprietary tools for classification of pain points

• Analysis included competitive analysis(feature wise comparison of products against competitors’)

Solution

• Competitive analysis revealed that software to upload onto the player was a major problem area

• Earphone fit was a pain point for the Apple ipod shuffle 1GB as compared to other Music Players

Take Aways

SAMPLE EAVESDROP REPORT

Ear budsUncomfortable

Poor/Do not like

NeedsImprovement

Do not fitin Ears

Prefer other Ear phones(Sennheisser, Bang & Olufsen)

Apple > iPod > Shuffle 1GB > Ear Phones

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Extract themes from user generated content across customer touch points

Spark viral trends using web 2.0 concepts over the internet

Analyze drivers and patterns behind brand

perceptions

AT KALEIDOSCOPE, WE LEVERAGE SOCIAL MEDIA

DOMAIN UNDERSTANDING LEXICONS EARDRUM™ MASHUPS

Page number 6 of 12

Deliverable

eavesdrop report on named brands on a periodic basis

Deliverable

silhouette report on named brands on a periodic basis

Deliverable

Strategy Consulting to leverage web 2.0 for your brand

SILHOUETTEEAVESDROPTM

PERSPECTIVE

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Fractal is a leading provider of customer intelligence to consumer-oriented businesses. Fractal's solutions help companies across the globe drive

competitive advantage through a deeper understanding of their customer base, and using this understanding to drive intelligent interaction with

customers.

United States+1 201 633 8728

Rest of the Globe+65 6443 1926

www.fractalanalytics.com

India+91 22 6704 2444

kal.eidoscope.com

KaleidoscopeSOCIAL MEDIA ESP

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TM

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