Author: Rachel Schwartz

That’s all folks!

Beginning on January 17th, I created a new Twitter account having not had one since high school. I was never really into using Twitter but I figured it could be cool to get back into it, seeing as the entire world lives for their Twitter updates. At first I was nervous as to how I […]

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Pass the #Mayochup

In recent food news, Heinz has started a bit of an uprising among its customers. On April 11th, the Heinz team took to Twitter to create a poll to ask if their customers would purchase their newest idea, #Mayochup. Want #mayochup in stores? 500,000 votes for “yes” and we’ll release it to you saucy Americans. […]

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The Lady Dorito Controversy

By using the Sysomos Analytics Platform, we created a Boolean Search analyzing the controversy surrounding “Lady Doritos.” Following a Doritos commercial aired during the Super Bowl, consumers reacted negatively to a comment made by PepsiCO CEO, Indra Nooyi  in a “Freakonomics Radio” podcast interview. “As you watch a lot of the young guys eat the chips… they love their Doritos, and they lick their fingers with great glee … Women, I think, would love to do the same, but they don’t. They don’t like to crunch too loudly in public.” The Twitter widgets: latest activity, geography, word cloud and buzzgraph, were used to analyze the search term “lady dorito” OR “#ladydorito.” The latest activity graph for the range of 2/1/18- 2/8/18 showed a clear spike on the day after the Super Bowl, Monday February 5th, and subsided on Wednesday, February 8th.

 @CarolineSiede created a thread defending Nooyi’s comments, which became most retweeted tweet for this topic. 

The geography filter showed how this topic trended globally; the majority of the Twitter conversation occurred in the United States with 73.5%, followed by Canada and the United Kingdom.

The word cloud showed the words mentioned most frequently: “lady dorito,” “dorito,” “lady,” “women,” and “freakonomics.”

We inferred connections between words within the buzzgraph to better understand the controversy of Nooyi’s comment.Since our Boolean search used the two words “lady dorito” they appeared in the center of the graph, with related words surrounding them. The buzz graph showed the term ‘freakonomics interviewed’ outside of the graph indicating the main cluster of words were all words discussed in podcast interview mentioned.

The Sysomos system allowed us to clearly define the root of this controversy and see the way that consumers reacted.

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