BuzzMetrics Adds Nutrition Panel

  |  November 8, 2004   |  Comments

Research firm signs four big CPG companies as charter clients.

Word-of-mouth research company BuzzMetrics has developed a panel of 400 nutrition opinion leaders. It will use the panel to gather leading trend indicators for consumer packaged goods (CPG) clients. The company says it's signed four of the world's largest CPG companies as charter clients for the service, called NutritionBuzz. It declined to name the new clients.

BuzzMetrics assembled the NutritionBuzz panel by observing online discussions on message boards, blogs, and other forums where nutrition-related dialogue takes place. In doing so, it identified 400 individuals it believes to be influential in helping people form opinions about nutritional issues. Those individuals, the company says, influenced 160,000 others through information exchanges over the past six months.

"We focus on their commentary to understand what nutrition trends are on the horizon," said Jonathan Carson, BuzzMetrics president and CEO.

The company divided those 400 individuals into six segments: dieters, fitness buffs, diabetics, conscientious consumers, heads of household, and general interest consumers. BuzzMetrics makes note of the influencers' user handles, crawls the Web to download the content of their comments, then assembles all the data in a searchable format. BuzzMetrics either provides clients with reports or allows them access to a Web-based interface so they have direct access to the data.

"We track the level of activity," said Carson. "Then we do deeper dives on a few dozen specific issues that we deem the most important or most viable potential trends."

The idea, says Carson, is to help CPG companies avoid being taken by surprise by nutritional trends, such as the low-carb craze to which CPG firms were slow to react. That gave start-up companies an edge in the market. Carson says BuzzMetrics is currently seeing a lot of backlash against high fructose corn syrup, along with plenty of discussion about alternative sweeteners. Omega-3 fatty acids are also the subject of a lot of online discussion, the company said.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • SEO Specialist
      SEO Specialist (Bankrate.com) - New YorkBankrate, Inc. operates a network of personal finance related web sites for consumers.  Our sites provide...
    • Search Manager
      Search Manager (LOYAL3) - San FranciscoThe Role: We are looking for a bright, driven and personable performance-based marketer to join LOYAL3’...
    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...