Wiki: Meet Luis - Sr. Analyst DTC Brand

Consumer Data, (De)Coded.

Meet Luis - Sr. Analyst DTC Brand

Luis is a senior data analyst for a popular direct to consumer brand looking for insights without any real agenda. His company sells iced tea infused with CBD primarily marketed towards hip young adults living in large metropolitan areas. Sales have started to plateau recently, so Luis wants to find new opportunities for growth within the CBD tea market.

First, he navigates to the CBD tea object and takes a look at its relations within the Food and Beverage domain, starting with Benefits and Concerns. Looking at the first chart, Luis notices that detoxifying has grown a good amount since last year, with keto also having grown some. The former is more interesting than the latter, as CBD and the keto diet go hand-in-hand when it comes to I weight loss (on the far right). To support the presence of detoxifying, wellness is also very commonly talked about, and points to how CBD teas are now perceived as contributing to personal wellness. Most CBD teas on the market are currently presented as stress-relief products, so the detox and wellness associations seen here are news to Luis, who decides to try to find more evidence of this shift.

CBD Tea - Benefits and Concerns

X-axis:	Raw Penetration	How frequently is [x] brought up in CBD tea conversations?
Y-axis:	Penetration Percentile	How overindexed is [x] within CBD tea conversations?
Circle Color:	Raw Penetration	How much has [x] grown within CBD tea conversations over the past year?
Circle Size:	Topic Prominence	Number of posts/conversation related to [x]

Taking a look at the Activities and Hobbies most associated with CBD teas, Luis noted the decrease of topics traditional to CBD tea, such as relaxing and sleeping. Consumers may have preconceived notions of what CBD tea does, but that does not mean Luis' brand cannot pivot to address new concerns. Besides working from home surging due to the pandemic, all the other data points point to the adoption of CBD tea by those with very active lifestyle, backing up what Luis saw in the other graph regarding wellness.

CBD Tea - Activities and Hobbies

X-axis:	Raw Penetration	How frequently is [x] brought up in CBD tea conversations?
Y-axis:	Penetration Percentile	How overindexed is the [x] within CBD tea conversations?
Circle Color:	Raw Penetration	How much has [x] grown within CBD tea conversations over the past year?
Circle Size:	Topic Prominence	Number of posts/conversation related to [x]

By investigating the Ingredients most talked about in CBD tea conversations, Luis hopes to find a new flavor profile that will appeal to current consumers. An obvious stand-out is raspberry, which has grown a great deal over the last year. Lemon enjoys a large share of the conversation, as does chaga mushrooms, which are nutrient-rich and have various health benefits. This combined with the less talked about topics on the left indicate that consumers appreciate the nutrional side of CBD teas just as much as their relaxational effects.

CBD Tea - Ingredients

X-axis:	Raw Penetration	How frequently is [x] brought up in CBD tea conversations?
Y-axis:	Penetration Percentile	How overindexed is [x] within CBD tea conversations?
Circle Color:	Raw Penetration	How much has [x] grown within CBD tea conversations over the past year?
Circle Size:	Topic Prominence	Number of posts/conversation related to [x]

All in all, Luis' investigations have alerted him to another side of CBD tea consumption, where its nutrients and detoxifying aspects are prized by the consumer that leads a lifestyle centered around wellness. Further, this may be heightened due to the amounts of people working form home and leading generally less active lifestyles, or even by those trying to maintain pre-lockdown activity levels. Either way, Luis has found a new angle for marketing to test out, in addition to two flavor profiles their brand should make sure they have covered.