Dunkin' Donuts Social Media Research Project

Dunkin' Donuts Social Media Research Project - Alyssa Dewan...

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Alyssa Dewan and Rachel McGovern Professor Benzing MKT 360- Social Media Qualitative Research April 1, 2015 Brand Researched : Dunkin’ Donuts Specific Products Research: Cold beverages, breakfast sandwiches For our research, Rachel spent 1.5 hours on Twitter and Alyssa spent 1.5 hours on Facebook. We were able to combine the data collected and figure out what was relevant to the codes listed below. Code Category Count 1 Cold Beverages 1A Butter Pecan Iced Latte Pos.: “Nice twist on a latte” “Butter pecan is one of the best flavors” Neg.: “Wish they'd use syrup rather than granulated sugar when making their iced coffees.” “Need coupons for butter pecan lattes” (26) Positives (12) Negatives 1B Iced Green Tea Pos.: “Nice change from the regular sweet tea” Neg.: “Bland taste” “Tea is white looking, not green” (11) Positives (12) Negatives 1C Oreo Vanilla Bean Coolatta Pos.: “Favorite drink” “Better than regular Vanilla Bean Coolatta” “Doesn’t have coffee taste” (31) Positives
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Alyssa Dewan and Rachel McGovern Professor Benzing MKT 360- Social Media Qualitative Research April 1, 2015 “Chocolate is a nice addition” Neg.: “Too much money” “Too sweet” (13) Negatives 1D Minute Maid Orange Coolatta Pos.: “Different from regular coffee Coolatta” Neg.: “Not a customer favorite” “Other coolatta flavors are better”
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  • Spring '15
  • vanderman
  • Marketing, Alyssa Dewan, Professor Benzing, Social Media Qualitative

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