Internet users are highly involved in discussing and reviewing Boots No.

7 products
1. Prompts of Conversation about Boots No. 7
Recommendation
48.5%

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2. Sentiment towards Boots No.7

Older makeup wearers
4.8% 3.7%

Sharing techniques
15.8%

Photo sharing
13.8%

Promotions
11%

Price

Advert
1.1%

Love
20%

Like
29%

Balanced
47%

Dislike
3%

Hate
1%

n = 355 The clear theme of the top three discussion categories is one of people advising each other both before and after buying Boots No. 7 products. With nearly half of all discussions centering on individuals recommending or dissuading each other from using No. 7, this category is by far the most prevalent. This shows that consumers of No. 7 actively seek out advice about their cosmetics purchases from each other and there are plenty of internet users ready to respond. A sizable portion of conversationalists share No. 7 make-up application techniques and Youtube proved a popular forum for such exchange.

n = 484 Amongst the few posts which had anything bad to say about No.7, there was no dominant theme or focus on any particular product. Most negative posts were concerned with the e ectiveness of products but a couple attacked the No. 7 brand itself as being of inferior status to other labels (see comment below). Nearly half of all searches were balanced or gave no sentiment a gure bolstered by the high number of photos being shared which o ered no comment other than the image itself.

3. Products most discussed

Hot Pink 40 Nail Polish
6.4%

4. Locations of Twitter users

Night Cream
1.6%

5. Bio interests of Twitter users

Bournemouth
6% 3%

Vivid Violet 68 Nail Polish

2.7%

Protect & Perfect Intense Beauty Serum

1.9%

London
42%

Manchester
6%

Middlesbrough

Beauty
52%

Fashion
22%

Cooking
11%

Reading
4%

n = 375 The search identi ed over two hundred No. 7 products mentioned in conversations. This large number is good news for No. 7 as it stands as testament to both the scale and diversity of the brands presence online. The likely reason for the two most frequently discussed products both being nail varnishes is that photo and video sharing made up over a quarter of all search results. These media are popular with people displaying the results of more visual products such as nail polish, therefore, there is much scope for No. 7 to increase its pro le in this important area of online activity.

n = 33 London is one of the most fashionable cities in the world and home to nearly half of all UK Twitter users who posted their location. Aside from Manchester and Bristol, other major cities were surprisingly absent from the range of locations.

n = 27 Not surprisingly, style and aesthetics orientated pursuits top the list of bio interests declared by Twitter users. The presumption that the vast majority of commentators on No. 7 are female could explain why traditionally male pastimes such as sport and video games feature only at the end of the list. After cooking and reading, other hobbies and interests stated included hairstyling, photography and lms.

Methodology:

"Boots No.7 Extreme Length. It's by far the best mascara I have ever used. I will never stray from it. Give it a shot!"
@M
@AngelaW

"If I'm being honest, the main problem is that they're a Boots No 7 product! I'm not a snob but I do usually buy more expensive and/or covetable brands than this. But I will de nitely stop being silly about brands and repurchase these, "
@ Ruth

"I recently bought Boots No.7 mousse foundation but it is making my skin worse. Any reccomendations on an a ordable light oil-free foundation with e ective coverage? Also, I am allergic to Sodium Benzoate a preservative used in foods ..."

The search used to form this analysis ran from 18 July to 21 July 2011, focused on global english language content and produced 26,356 results, 484 of which were relevant. A 'result' refers to the raw material our system generates when it scours the Internet. A 'relevant result' is a result that is deemed relevant to the subject of the analysis. 'Data' refers to a re ned relevant result - a result that has been considered, and topics and values applied to produce a piece of data. The 484 relevant results used in this analysis produced 1,274 pieces of data, a ratio of 2.63 pieces of data per relevant result. It should be noted that data is not linear, and not every result provides data to every topic. The 'n' value (n = X) indicates the volume of data used in answering each topic.
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