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Summary of Insights Opportunities Overall, consumers have a somewhat moderate view of Listerine. Consumers most like Listerine’s germ-killing action. The most prevalent complaint from consumers is that Listerine is too harsh. Listerine has a tremendous number of off-label uses for personal and home care based on its efficacy. Top opportunities: Soothing Power flavor Toenail fungus treatment Mosquito repellent Listerine for Gen-Y Unique uses forum * * * * * * * * * * * * * * * * * * * * * * * Listerine Netnography February 12, 2010 Overview This 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. Likes Dislikes Kills germs Too harsh Treats toenail fungus Toxicity Good mosquito repellent Efficacy Treats bad breath Taste Treats acne Link to alcoholism Research 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 Strip Social Media Sources for Consumer Insights Internet Forums Online communities where consumers post questions, answers, comments, and general discu