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Listerine NetnographyFebruary 12, 2010OverviewThis study is an analysis of consumers’ perception of Listerine.• Source data:  Social Media - content on the Internet generated by consumers, e.g. blogs.• Quantitative analysis: Amount of discussion about Listerine relative to other topics. Consumer sentiment about Listerine relative to other topics.• Qualitative analysis: Overall reasons consumers like or dislike Listerine. Key insights about Listerine consumers.Summary of Findings•Consumers most like Listerine’s germ-killing action.•The most prevalent complaint from consumers is that Listerine is too harsh.•Overall reasons given for liking and disliking Listerine are as follows (in rank order):•Listerine has a tremendous number of off-label uses for personal and home care based on its efficacy.LikesDislikes Kills germsToo harshTreats toenail fungusToxicityGood mosquito repellentEfficacyTreats bad breathTasteTreats acneLink to alcoholismResearch Approach• Use freely available consumer generated discussions (“Social Media”) to understand: Overall positive/negative preference for Listerine. Opportunities for leveraging likes and compensating for or overcoming dislikes.• Investigations centralized on Listerine but also included some related terms: Specific flavors of Listerine Related Listerine products, e.g. Listerine StripSocial Media Sources for Consumer InsightsInternet Forums  Online communities where consumers post questions, answers, comments, and general discussions.  Forums are often associated with particular topics such as hobbies, geographies, sports, lifestyles, illnesses, and more.Blogs  Commentary or news on a particular subject; other blogs function as personal online diaries.  Some blogs allow read...