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Northerners have gone soft – they’re 20% more likely to have cried at the #bearandhare than Southerners / Jaywing

by on January 2, 2014 in Advertising, Lead story, London & South East, Media, Midlands, Northern England, Nuggets, Regional, Research, Retail, Retail News, Scotland, South West, Uncategorized, Videos, Wales

Jaywing analysed over 100,000 Tweets to find out who was shedding tears over this year’s John Lewis Christmas ad.  The results will surprise many as it turns out that Northerners are 20% more likely to cry at the Bear and the Hare than those in the South, with Londoners crying the least.

Further investigation by Jaywing’s data scientists into people’s reactions to both the John Lewis and M&S ads, showed that Londoners and the South East were the most cynical about both ads, displaying significantly more negativity than northerners.  And in the race between the two Christmas advertising giants, John Lewis has not only seen far more tweets about its ad but far more internet searches than M&S too.

Jaywing’s Consulting Managing Director, Adrian Lingard, said. “The appeal of using consumer attitudes to manage service, increase sales or develop propositions is obvious. But it’s easy to get Sentiment Analysis wrong.  In reality, the analysis showed that the majority felt positively about both ads and largely didn’t mention crying at all.  Although there was a clear north/south divide for those crying, it wasn’t possible to draw more granular regional differences than those illustrated.  To the untrained eye, Northern Ireland would have topped the table but there wasn’t enough data in this region to produce a statistically valid, and therefore reliable, result.

“Getting the right context is important too.  In this case a standard lexicon classed crying as negative, whereas it’s likely to be the result John Lewis was looking for, so it’s important to check classification of terms.  Without proper analytical minds applied to the data, sentiment analysis, like any analysis, is open to substantial mis-interpretations and subsequent poor decision-making.”


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