The General Mills Cereals with the Most Adventurous Consumers

The General Mills Cereals with the Most Adventurous Consumers

While we grown-ups may enjoy turbo-charging our mornings with a stiff cup of bitter, bracing coffee , a crunchy and cool bowl of cereal gets the day’s proceedings underway in style whatever our age. Grown-ups can also eat cereal for lunch, dinner, and a midnight snack if so inclined, because we get to do whatever the heck we want (sorry kids).

The point here, though, is that cereal is awesome, whenever it’s eaten, and no manufacturer of such foodstuffs has more outstanding brands under its umbrella than General Mills .

As is often said, some cereals are built for comfort and some are built for speed…

This, in truth, is seldom, if ever, said. If a manufacturer were , however, seeking to determine which of its brands most appeal to customers who feel that need, that need for speed, the StatSocial audience analysis tool is the most accurate means of gaining such insight.

Here we are sharing the results of our analysis of tens and tens of thousands of the most loyal eaters of General Mills ’ cereal brands. Our purpose? To determine which of those brands’ consumers are the most adventurous.

Why are we doing this?

With this entry we are highlighting the fact that only StatSocial ’s insights overlay 70,000 dimensions (soon to be 80,000) against first and third party data sets. In other words, working with StatSocial is the equivalent of asking your customers 70,000 questions.

To highlight one of the many unique insights to be gained from our reporting, we are looking at General Mills ’ cereals through one of the the many available lenses of personality type.

How can we measure adventurousness?

Among the great many things StatSocial will tell you about any audience, one of the most distinctive, revealing, and essential is a breakdown of the various personality types that can be found among the group under scrutiny. In addition to affinities (from brands of soap to soap operas to opera houses to realtors, and so on), loyalties, demographics, and geolocations — all among the thousands of insights on offer, and all of which get to the root of the oh-so important “what?” — we provide the predictive edge by also addressing the big, fat “who?” in the room. We fully flesh out understanding of an audience by telling you what kinds of people can be found within, and in what proportions.

Thanks to StatSocial ’s proud partnership with IBM Watson™ and the integration of their Personality Insights™ service into our reporting, StatSocial quantifies personality traits with as much accuracy as we do those metrics which to some might seem more concrete.

How does Watson help us do that?

We’ll answer that by diving a bit deeper into what we do as well.

As is being concluded with increasing frequency , s ocial media audience analysis is far more reliable than traditional research for learning public opinion(s), and predicting public behaviors. The data StatSocial uses to calculate all of its insights is pulled in from the web’s many far flung nooks and crannies. This includes social media postings, blog entries, articles, message board posts, and all writings the members of the audience being analyzed has posted.

Watson ’s sophisticated AI allows IBM Watson Personality Insights ™ to analyze these postings and infer from the language and tone used — with extraordinary accuracy — the personality types of those behind the communications.

To learn more, visit IBM Watson’s site here.

Let’s dive into our findings.

What You Are Seeing on the Below Graphic

Scores on the below graphic have been calculated using 100 to represent the occurrence of adventurousness among the average American audience . Using this baseline of 100 for context, we can see below that, for example, consumers of Oatmeal Crisp find the adventurous among their crowd to a degree that exceeds the average by nearly 2.20 times.

Conclusions?

“ Adventurousness ,” in a marketing context, is an actionable insight as it relates directly to an audience’s drive for experiencing new things and expanding horizons. With this list, however, occurrence of the personality trait seems to possibly correspond with a lifestyle that overtly entails more traditional rough ’n’ tumble, derring-do style adventuring as well. Digging deeper into StatSocial ’s reporting will not only clarify this, should this initial appearance be accurate, but it will reveal precisely what sorts of activities are involved, and what brands of camping gear, or sports drinks, or nutrition bars, or SUVs, or whatever else, may factor into these lives.

Based on what we know here, however, it looks as though General Mills ’ more healthily branded cereals are topping the list. The adventurous can be identified among eaters of Oatmeal Crisp to a degree that exceeds the average American audience by nearly 2.20 times .

Take a Sniff Around

Insights on top of insights can be found by the curious reader who chooses to poke around the StatSocial blog here . Peruse the many entries, offering all kinds of insights, studies, and deep dives to better acquaint you with the capabilities of StatSocial .

Throughout the blog are many examples of the sorts of insights that can only be gained with StatSocial .

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To learn more or request a demo, click here .